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How to Build an Effective Retargeting Program with Dynamic Ads

How to Build an Effective Retargeting Program with Dynamic Ads

By   November 2nd, 2016

Dynamic Ads enable you to automatically promote your entire catalog across devices. With Dynamic Ads, you have full control over the products you advertise, ensuring you’re reaching audiences who’ve expressed high intent to purchase with the most relevant products. Advanced tactics are also available—cross-sell, upsell, and even prospecting.

  • Audience: Segment audiences based on past browsing behavior. For example, you can create audiences of people who viewed or added products to their cart but didn’t purchase, then retarget them with the same products to increase their purchase intent.
  • Targeting: Upload your product catalog to Facebook and make sure it’s regularly updated. Build product sets by category, best sellers, or high-margin products.
  • Ad formats: It’s best practice to use Carousel Ads rather than static image link ads.
  • Creative: Test different variations with macros such as price, brand, and description in your ad text and Carousel titles.
  • Optimization: Always bid your maximum value for one-day post-click conversions, and make sure bid values match with audience behavior. For instance, “add to cart” is a higher intent than a simple “product view” and may justify a higher bid. Make sure your audience pools are broad enough to get sufficient delivery.

For more tips to make the most of your holiday ad campaigns across social media, download our Social Advertiser’s Holiday Guide.

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