Facebook dynamic ads – the network’s answer to AdWords remarketing – are almost two years old and they’ll be getting a nice makeover just in time for their second birthday. Facebook seems pretty keen to give its advertisers something more powerful than your typical remarketing system and its newly improved dynamic ads do just that.
Catch new leads with dynamic ads
Remarketing is the process of reaching out to people who have already visited your website after clicking your ad. Many of them won’t buy the first time around but you can tempt them back with display ads as they go about their online business, giving you a stronger chance of getting the conversion you’re looking for.
Remarketing is pretty damn good, too. You’ll see all kinds of impressive stats about conversion rates on remarketing campaigns – but Facebook thinks it can do better. With its revamped dynamic ads format you won’t just be reaching out to people who visited your site before. Now you’ll be able to capture entirely new leads.
Combine browsing history with Facebook metrics
Basically, what Facebook is doing here is combining data from users’ browsing history and the usual Facebook metrics, including likes, clicks and demographic info. Next, Facebook can use this data to find people with similar behaviours and interests, before showing your ads to them.
Let’s say someone is looking to rent a car in Manchester for the weekend and they’ve previously liked Audi, Toyota or whichever manufacturer. The theory is you’ll be able to target Audi fans with ads showcasing their favourite cars based on their Facebook and browsing history.
In the best scenario, dynamic ads could have you chasing leads after they visit your competitors’ website and grab their attention. Of course, this works both ways and if you don’t want your own visitors seeing rival dynamic ads you can opt out – but you’ll have to opt out of dynamic ads altogether.
Keep an eye on the privacy situation in Europe
As good as the new dynamic ad format sounds, there are no guarantees it will be able to run in Europe for long. The new format will be rolling out over the coming months but the European Commission is fighting for online privacy laws that could make the ad format redundant or heavily restricted.
Nothing says the commission’s proposal will be granted at this stage, but it’s gathering steam and advertisers need to keep an eye on this. On the one hand, it’s hard to deny that we all need access better privacy online but enforcing such laws will have a dramatic effect on digital advertising in Europe. Of course, we don’t even know if these laws would apply to the UK if Britain leaves the European Union – so who knows what to expect.
In the meantime, have a play with the new dynamic ad format, once it rolls out to your account and let us know how you get on.