Have you ever visited a website and noticed that the advertisement on the side of the page was a product you've searched for recently? Well, then, you've been served a dynamic product ad before.

Gone are the days when you'd just throw an advertisement up on a website and hope it would lure someone in to buy your products. Dynamic product ads are perfect for both prospecting and remarketing campaigns and open up new doors for advertisers hoping to streamline their marketing campaigns and target their most valuable potential customers. 

If you're a marketer, you're missing out on impressions, clicks, and conversions if you haven't yet taken full advantage of dynamic product ads. At Marpipe, we've built a platform dedicated to optimizing your dynamic product ads (DPA). In this article we’ll share insight into this effective marketing strategy – explaining exactly what dynamic ads are and how you can use them to drive sales and enhance your online presence.

Dynamic Product Ads (DPA) are a specific type of advertising placement leveraged by ecommerce companies and designed to put the product at the center of the creative. The typical DPA creative is a product on a plain white background. However, although simple, serving this creative at the right time and right place can dramatically outperform other ad campaigns and placements. 

With Dynamic Product Ads, you’re not actually uploading creative assets into platforms like Google and Meta. Instead, you’re effectively connecting your product catalog—directly from ecommerce platforms like Shopify or BigCommerce—to ad platforms like Meta and Google in the form of a spreadsheet.

For example, imagine you’re a brand selling a variety of BBQ grills online. A visitor to your site views a specific model grill but, at least during this visit, decides not to purchase it. By leveraging dynamic product ads, you can go beyond retargeting this user with generic brand creative. Instead, as they browse other sites and social platforms, you can serve an ad featuring the exact BBQ grill they showed interest in, helping to drive a purchase decision.

Dynamic Product Ads, aka Catalog Ads, are a fantastic way of advertising since it targets people with relevant products rather than ones they've no desire to purchase. Dynamic Product Ads are becoming increasingly popular as both a prospecting and retargeting campaign strategy and, based on an analysis we conducted of over 600 top spending accounts on Meta, DPAs now command approximately 25% of their total platform spend! 

Practically all ad platforms, especially social media platforms like Meta and Tiktok, now offer dynamic product ad features. Set up is straightforward thanks to catalog management features that link your online shop with a simple feed URL.

However, one obstacle to overcome in order to get the most out of DPAs is having a sophisticated but simple approach to creative production. That’s where Marpipe comes in. With Marpipe, you can integrate your product feed and quickly create compelling on-brand dynamic product ads with just a few clicks. Think of it as creative “remixing” where you can combine numerous combinations of backgrounds, messaging, promotions, and more to have a creative-led but data-driven approach to optimizing for conversions. Marpipe also supports numerous product feeds and all popular platforms including Facebook, Instagram, TikTok, SnapChat, and Pinterest. 

To get started with DPA, first choose a social media platform or platforms to advertise your product catalog.

Not sure which ad platform to start with? Meta  dynamic product ads are a good choice as you can set up one campaign from your ads manager account in the Meta platform to go across both Facebookand Instagram. 

Once you've set up your ad account within the platform, you'll have to upload your product feed containing all the goods you want to advertise. Product feeds can be pulled directly from Shopify or other feed management platforms. With this feed, you'll have the names of your goods, price tags, photographs, and a description, and the platform will develop dynamic advertisements based on the information you've provided.

These social media platforms have lots of data about their users, so their algorithm will display the ads in their search feed based on their behavior, ensuring you're always targeting the most appropriate people.

While these advertisements can be somewhat edited, the functions that the social media platforms offer are limited. This is where Marpipe comes in; we give you the creative freedom to develop catalog ads that match your brand style and play on the pain points of those who need your goods.

Find out how you can take back control of your ads today by clicking here!

Using dynamic product ads to showcase your product set comes with a wealth of benefits, some of these include:

Anyone who's ever run advertisements the old-school way will know that it takes up so much time between designing them and all the trial and error you've to go through. In contrast, dynamic product ads do all the hard work for you; just upload your product catalog with all the necessary information and start watching the leads come in.

You can count on dynamic product ads to target people who are genuinely interested in your goods, which tends to have a lower cost acquisition. However, with the classic style of advertising, you usually spend more money on trying to attract those who may not know much about your brand or your unique selling point, so it ends up costing more money in the long-term.

Advertising in one specific location limits the number of customers you can target. Instead of cutting yourself short this way, use dynamic product ads that will expose your brand to a larger pool of potential buyers on multiple platforms. Often, social media platforms have partnerships with others, and the advertisements will be displayed on a couple of websites; a great example of this is Google which can display DPAs across Google Shopping, YouTube, and Google Display Network and its partner sites.

It would be naive to think advertising to customers is a one-size-fits-all solution. All of your consumers think differently about your products. Sure, they all share a common interest, but getting them over the line to make a purchase is a different story. 

This is why dynamic product ads are great: You can develop different personalized ads to target certain segments of your customer base. So, if you want a particular type of shopper to see one style of ad and another to see a different type, DPAs give you the power to do this with little to no effort.

Starting out with dynamic product ads can be tricky, but once you use these tips to get your head around them, you'll be boosting your revenue in no time:

● Include eye-catching lifestyle photos: In today’s newsfeeds, single images are the first thing a user sees, so you'll want to choose one that's striking and makes them shift their focus to your ad so they'll click on it.

● Make sure they're compatible on all devices: People scroll through the web on every device you can think of, so you should develop ads that display properly on every device, from mobile phones to desktops.

● Show the cost of the product and consider deals: Customers like to know how much things are before they click on an advertisement. To avoid missing out on any leads, show the price of the product and think about giving some special offers to grab their attention.

● Test a couple of styles: People may be interested in your products, but if the delivery of the advertisement doesn't resonate with them, it may turn them off making a purchase. You can test a few dynamic product ad styles to see which gets the best results, whether it's trying some videos, slideshows, or image carousels.

Don't underestimate the value of targeting new customers through dynamic product ads. It's a chance to market the products from your ecommerce stores to thousands of people who have been searching for the goods you sell.

Importing your ecommerce product feed into Meta is only the first step, but if you really want to stand out among the others in your niche using dynamic product ads for their campaigns, sign up with Marpipe today. We can help you launch feeds on various social media platforms, including Meta, Pinterest, Snapchat, and TikTok, with unlimited live catalogs and daily feed syncing. Not only that, but you'll also have access to our library of stock photos, AI-generated images, and ingest and design catalogs that will let you take your ads to the next level.

Read? Check out our pricing plans now!