Drive Conversions on Every Device with Dynamic Product Ads

The way people shop has changed, and not just because they’re discovering products online. People are now spending more time on mobile than on desktop, and of the time they spend on mobile phones, they’re spending most of it in mobile apps, like Facebook and Instagram, not Internet browsers. In fact, last year during the holidays, 56% of in-store sales were influenced by mobile.¹ As people change how they browse and discover products, advertisers need new ways to showcase products in the places where people are discovering them. Many advertisers are turning to Facebook to do so.

That’s why earlier this year we introduced dynamic product ads, which help retail and ecommerce marketers promote products to the people likely to be interested in them, like website and mobile app shoppers. Since then, dynamic product ads have helped marketers increase conversions and lower cost per acquisition across devices. JUNIQE, an online art retailer, increased conversion rates by 50% while reducing cost per purchase by 63%, using dynamic product ads.

Given the success this ad type is driving for advertisers, over the coming weeks we’re rolling out new features for dynamic product ads, including cross-selling functionality, conversion optimization and availability in the Audience Network. Here are the details on those new features.

Advertisers have always been able to use dynamic product ads to show related products to people who have viewed an item or added it to their cart, and soon advertisers will be able to use dynamic product ads to show related products to people who have purchased an item too. So if someone purchases a bike on your website, you can start showing them product ads featuring complementary items, like bike helmets and baskets, since they may be interested in those products too.

Additionally, advertisers will have more flexibility in defining related items. Let’s say someone added a pair of designer shoes to their cart in your mobile app. You may choose to show them ads featuring products from your designer shoe category, plus items from the designer handbag category. It’s up to you how you define your product categories, and this update gives you more control.

Additionally, marketers want to connect with people who are likely to purchase. Soon advertisers will be able to optimize dynamic product ads for conversions, meaning the Facebook ad delivery system will find people likely to buy the product—not just click on it—and show them your ad. Optimizing for conversions helps advertisers spend more efficiently, since they’re only showing their ad to people likely to purchase. In early testing, conversion optimization for dynamic product ads delivered more efficient spend than CPC, so advertisers who optimize dynamic product ads for conversions can expect to see fewer but higher-value impressions.

Soon advertisers will be able to connect with shoppers off of Facebook too. Over the coming weeks, dynamic product ads will be available through the Audience Network.

Dynamic product ads are helping advertisers connect with website and mobile app shoppers with meaningful and relevant product messages.

“eBay customers want to shop at the moment of inspiration, and dynamic product ads are a valuable way to connect them with a more personalized and relevant selection of items as they use Facebook. Dynamic product ads give eBay a new way to match customers’ interests with the right items from our nearly 800 million listings—on any device they use. We are encouraged by early tests, in which we’ve seen dynamic product ads drive incremental traffic and conversions. We are working with Facebook to scale even further and increase our mobile engagement through deep linking with dynamic product ads.” - Jody Ford, Vice President of Global Growth, eBay

“Dynamic product ads combine the strengths of Facebook in one ad format—a highly targeted audience with highly relevant creative. Since each user sees unique creative with products they’ve actually looked at enriched with recommendations, they are much more likely to convert at a cheaper CPA compared to other ad formats. Dynamic Image Templates from Smartly.io allowed us to personalize the creatives even further resulting in a scalable solution for beautiful creatives previously not possible in product-based retargeting.” - Sebastian Hasebrink, Co-founder, JUNIQE

Now dynamic product ads offer ecommerce advertisers even more flexibility and functionality for driving sales across devices. To get started with dynamic product ads, read our set up guide.