Ep. 35 – Facebook Dynamic Ads


Facebook Dynamic Ads

Tips on how to use Facebook dynamic ads in your prospecting strategy in 2019


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Host 1:                        00:00               Podcasting from southern California, this is On The Net, your go-to for everything you need to know about how to get your business online and keep it there—brought to you by Lunarpages. We’ll help you navigate the mystifying ins and outs of doing business in today’s digital era. From web hosting to ecommerce to security and protection, if it has to do with your online presence, we’ve got it covered.  Let’s get started.

Host 2:                         00:31               Hello everyone. Welcome to On The Net, where it’s all about your online presence. Thanks for joining us! This podcast is designed to make doing business online easy for web designers, developers, bloggers and online business of every shape and size. Whether you are new to buying web hosting or running a web site, this podcast show will be able to answer your most burning questions. My name is Lisa Maier and I am the CEO at DirectiveGroup, a digital marketing agency that helps businesses dominate their market. For those of you listening to our guest episode for the first time, our marketing agency has had a long and trusted partnership with Lunarpages for many, many years so it is an absolute pleasure to be here as a guest speaker. With the new year just around the corner, I wanted to take time to share with you some information on how to use Facebook Dynamic Ads for prospecting in 2019. Facebook Dynamic Ads allow advertisers to locate and serve unique ads to the right audience at the right time.

Host 2:                         01:40               Traditionally dynamic remarketing campaigns have been used to target potential customers after they have completed any one of three actions:  First, if they have viewed your product page you can remarket to them.  Second, if they have added items to the shopping cart but later abandoned it, they become a great remarketing target.  Third, after they have completed a transaction such as a sale. But what if you could expand the reach of Facebook Dynamic Ads beyond masterful retargeting? Dynamic Ads do not have to be limited to the people who have interacted with you in the past.  This functionality can also be used as a compelling prospecting and engagement tool to reach new audiences and generate fresh leads. Facebook can render and display a dynamic ad with the right message, image and product, optimized for each individual user based on their previous behavior on your website, their interests or demographics.

Host 2:                         02:50               Dynamic Ads can automatically draw the relevant information– whether it be product titles, prices, product size, color, shipping fee, availability, and discount offers, etc– from your product data feed and tailor the creative elements to the user.  So what this means is that Facebook can help identify and target new prospects with optimal product recommendations based on the analysis of user behavior on your website and also the content they have interacted with on Facebook itself.  The targeted recommendations are also based on multiple partner websites and partner apps, and product-specific statistics gathered from your Facebook Pixel.  For example, when a user has been looking at ‘running shoes’ on multiple sites, Facebook takes it as a signal that ads for ‘running shoes’ from your store would be suitable to be promoted to that person. Then, once that user visits your site or app, they can be retargeted based on the products they browsed on your site.

Host 2:                         04:03                While previously, Dynamic Ads were restricted to just your past customers and website visitors, now by targeting broadly, Facebook’s algorithms can help you find new audiences and potential clients for your ads. Audiences can be more effectively targeted through relevant ads stemming from predictions that are based on actual live data of what the user may be looking for or the activity of the user on Facebook and its partner sites, including link clicks, likes, etc.  Here’s some detailed information about how to do this. To get started with your product feed campaign for prospecting in 2019, select “Define a broad audience” under the “Audience” section so that Facebook can run different tests to narrow it down to the most promising audience sets.

Host 2:                         05:12                You can specify custom audiences and layer in information about your best customers to find lookalike audiences and new target groups that share similar attributes in a more holistic way.  And consider the products you want to promote before you organize them into product sets based on price, name, sales performance, sale price, gender. Your products need to match with your target audience, and you must be placed in the right auctions with the right bids.  Then shortlist the activity you’re optimizing for and set your optimization goals, such as “optimize for sales” or “add to cart.” Closely monitor the new ads and follow the results. Facebook Dynamic Ads were traditionally said to be better suited to large eCommerce stores or big retailers with hundreds of products as they already have a large pool of data and more website traffic to build the audience lists off.

Host 2:                         06:12               But when using dynamic advertising for prospecting, both smaller and larger retailers can find new audiences easily that they would not have been able to reach otherwise. With broad targeting methods, it is easier even for smaller retailers to scale their advertising in order to drive brand awareness and show new people the products they sell. When you run Facebook Dynamic Ads for broader audiences it is possible to find new insights on the types of people that have been reached, the products they found attractive and how they responded. So, as you continue your advertising efforts throughout the new year, you will have a better idea of what works best for your business and who you should be targeting. Facebook Dynamic Ads don’t just offer marketers a unique way of finding new prospects.  These ads can also be used for retargeting warm prospects too.

Host 2:                         07:06               It is about finding the right method for your business and using it to target users in different stages of the sales funnel. That is about it for today.  I hope you have found this information helpful.  I will be back in 2019 for more guest podcasts and hope you will join me again.  Until then, thank you for listening to the latest edition of Lunarpages podcast On the Net. You can listen online and you can also subscribe to the podcast on iTunes to get future episodes delivered to you automatically. Until next time, here’s to wishing you all the best with your website endeavors. Thanks for listening, have a very safe and happy holiday and take care.

Host 1: 07:59   Thank you for listening to the latest edition of Lunarpages, podcasts On The Net. Remember, it’s all about your online presence. If you like what you heard, please share our podcast. Join us next week as we take on another need to know topic around doing business in the digital era.

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