How many of us have logged onto Facebook and been served with an ad that seems eerily prescient. “I was just talking about this!” you say, as you think back to a recent call with your friend and wonder if Facebook may be eavesdropping on your conversations.

How do they do it? No, it’s not ESP, nor is it the result of NSA-level surveillance. It’s Facebook’s dynamic ads platform, powered by AI.

The reason dynamic ads have freaked us out on occasion is that Facebook’s AI is so good at matching its users with relevant advertising content. And isn’t that the kind of advertising tool you want to understand better so you can use it to your advantage? We’ve got you covered.

What is dynamic advertising?

Without getting too technical, dynamic advertising is a multistep process. First, you upload your product catalog onto the backend of Facebook’s ad manager.

Let’s say you’re a retailer in the home goods space. You may have flatware sets that come in several finishes or pots available in various sizes.

Whatever items you’re looking to sell in any size, shape, and color configuration, you get all the possible SKUs and permutations onto the ad manager platform. Once Facebook can see all the items in your catalog, its AI decides what products to display to which consumers.

The real magic is in the Facebook Pixel. This snippet of code gets added to the backend of your business’s website. From there, it can track user behavior to understand your audience better and ensure the right people see the right ads when they hop off your site and onto the social network.

The Facebook Pixel makes retargeting a breeze. If someone’s just been looking at a particular style of dishware on your website in green ceramic, Facebook knows that and can display that exact set in their newsfeed.

Even if a social media user hasn’t been on your site, its AI still allows for sophisticated advertising. Brands can also target individuals based on the actions they take within Facebook itself.

For example, the home goods store might direct its dynamic ads towards people who watch cooking videos or follow interior design influencers on Facebook.

The very specificity that makes dynamic advertising so successful is the same trait that makes these ads challenging to produce. With so many potential pitfalls, there is real value in investing in an expert team upfront. Getting your dynamic ads right the first time can save you immeasurable time and money in the end.

Do dynamic ads work?

The short answer is yes. The longer answer is: Yes, but only if you know how to use them.

Anyone that’s dabbled in digital advertising—and dynamic advertising, in particular—knows many factors go into creating a successful campaign.

First, you need to get your ducks in a row internally. You must understand your audience, ideally through customer research that results in creating segments and personas. Dynamic advertising is successful because of its ability to target a specific audience. Still, you have to know who that audience is first before you can create copy and images that will catch their attention.

Then, you enter the world of Facebook ads manager.

Facebook wants you to define some parameters upfront. They ask you to set a goal for your campaign. You dictate how you’d like Facebook to find your audience. Then, there’s creating the content for the permutations of the dynamic ads and uploading all that into Facebook’s ad manager.

Finally, you have to know where you want to send people after they’ve seen the ad. What’s the CTA, and do you have a landing page on your site or other digital assets to help prospects take the next step with your brand?

A misstep anywhere along the way can throw off the success of the entire campaign. And with so many moving parts, it can be challenging to identify the weak link in the chain if you’re not comfortable with the overall process.

Put a pro on the case

That’s precisely why we recommend you hire a professional to usher you through. It’s unlikely that one individual will be the guide you need to create successful dynamic advertising. Remember, you’ve got to deliver:

• Clear personas and parameters for the campaign
• Attention-grabbing creative
• The correct setup in Facebook’s ad manager

No one person is going to have the skillset to make these three elements gel flawlessly. While there is, of course, a cost to hiring help, we think it’s worth adding the line item to your budget.

The very specificity that makes dynamic advertising so successful is the same trait that makes these ads challenging to produce. With so many potential pitfalls, there is real value in investing in an expert team upfront. Getting your dynamic ads right the first time can save you immeasurable time and money in the end.

Looking for help with your dynamic ads? We read your mind! Click the link below to get in touch with us.