Ever heard of Facebook Dynamic products ads? Have you yet? Well, it’s a formidable new lever for e-merchants who want to promote their product catalogs on Facebook in a relevant way. It’s a new offering that our Facebook advertising agency teams have been following in beta test since its launch in February. It has since been revised twice, in June and August, but Dynamic Products Ads is now fully operational. It offers real added value, both for re-establishing contact with your customers, and for reaching new buyers with similar profiles. As our first campaigns for our customers have shown, this results in high conversion rates. Are you tempted? Here’s what you need to know before you start.
What is Facebook Dynamic products ads?
Facebook Dynamic products ads is a new solution offered to e-merchants by the flagship social network. It enables you to remarket to customers who have seen a product on your e-commerce site, without buying it. It also enables you to broaden your target audience, by reaching Internet users with audiences similar to those of your customers. In practice, your products are dynamically displayed in a single carousel, allowing you to use a single piece of creative content, without having to configure each ad. Another advantage of the Facebook Dynamic products ads solution is that it works equally well on both fixed and mobile devices. And this is true regardless of their initial point of contact with your merchant site – cross-device being one of Facebook’s great strengths. This means you can reach your customers wherever and whenever they start browsing your site.
Facebook Dynamic products ads, how does it work?
The principle is simple, even if getting started requires a little expertise. To get started with Facebook Dynamic products ads, you’ll need :
- Link your product catalog to Facebook
- Install a dedicated pixel on your e-commerce site.
- Set up your campaign and define a set of ads and audiences.
For more details, see our article ” 8 key steps to place your products on Facebook in 48 hours “.
What audiences can you target with Facebook Dynamic products ads?
With Facebook Dynamic products ads, you can target two types of audience. The first is called a “personalized audience”. These are Facebook members who, for example, have already visited your merchant site or placed a product in the shopping cart. For these users who have already interacted with your brand, our recommendation is to remarket to engage and convert them. The second audience is the “similar audience”. It’s made up of Facebook users with a profile similar to your personalized audience. It is therefore very useful for winning over new customers.
How does Facebook Echange differ from classic retargeting?
Firstly, Facebook Dynamic products ads is available as a self-service feature in the Facebook Power Editor ad creation tool, whereas Facebook Exchange requires the use of a marketing partner (such as a trading desk). In addition, Facebook Exchange is limited to PCs, while Facebook Dynamic products ads offers the possibility of reaching targets on their mobile devices. Finally, Facebook’s new service paves the way for highly refined retargeting functionalities, such as multi-device retargeting and deep links to applications.
To assist our customers with Facebook Dynamic product ads, we have integrated it into our product catalog management solution, Effinity product ads, in order to standardize the various steps involved in implementing this lever to ensure optimal deliverability, and to bring additional finesse to tracking and therefore to reporting. In fact, Facebook offers a limited reporting table, tracking only product ids and names in listing form. Efinity product ads makes it possible to track products that are converting universe by universe, department by department, by audience, and so on. Complicated for decision-making and optimization…
Mis à jour le 30 April 2025
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Mis à jour le 30 April 2025
