The Facebook dynamic ad format has the potential to improve performance and solve challenges marketers often face, like ad fatigue and high CPAs.
There are many ways to succeed with Facebook dynamic ads, but one of the most effective ones is optimizing ad creatives since they impact 75% of performance. While the performance of your ad creatives depends on many different factors, well-performing dynamic ad creatives have some common qualities that can be applied to every brand.
Below, we analyzed 5 examples of Facebook dynamic ads. They each showcase some of these common qualities that can elevate your ad creatives. Since you can always improve performance by continuously testing, we also added some features they can test for all the ads to give you inspiration on what to test.
The ad clearly promotes Black Friday, a crucial marketing moment for retailers like ARKK. Having campaigns during the holiday season is a great way to boost sales During and closely before moments like Black Friday, your audience is particularly alert for good deals, so make sure your offers are included in your ad creatives.
The 50% sale percentage sticker ARKK has added to the creative encourages them to go to the sale page, and the offer itself is a great incentive to complete their purchase.
By adding a bright-colored frame to the ad and matching the color to other elements like brand logo and sale percentage, ARKK makes sure the ad stands out amongst a sea of generic ads with white backgrounds. Facebook is a competitive marketing platform, you want your ads to catch your audience’s attention.
The copy below the ad reads “Shop now: 30% -50% off”, while in the ad creative we only see 50%. If potential buyers click on the ad and end up on a landing page with a different sale percentage they might be deterred from taking action and leave. ARKK can use custom templates with rules and conditions to make sure the sale percentage and the product match in each ad creative.
The main focus of the creative is the holiday house Sunweb is advertising, however, their brand is also clearly noticeable without being overpowering. Adding their logo and brand colors to the creative makes the ad cohesive with the rest of their marketing and adds to their brand recognition.
By making the starting price for booking the house clearly visible on the ad, Sunweb makes sure their audience doesn’t get unwanted surprises after clicking through.
Giving your audience special offers is a proven persuasion technique (link to the 3 ways article). Sunweb does have an offer of a free ski pass with the booking but the offer is only clear to the people who read the ad copy. To make sure they don’t miss out on any potential customers who didn't read the text above, Sunweb can test adding the ski pass offer to their ad creatives.
In purchase decisions, especially for the travel industry, reviews from other customers play a very important role. People trust their peers more than any claim made by the brand itself. Adding user ratings to their highly-rated estates would give Sunweb the power of persuasion through social proof.
The ad creative is in line with Leen Bakker’s overall branding, it has the brand logo, as well as the brand colors. This contributes to having a comprehensive brand presence and increases brand awareness. The creative is also consistent with the above copy of the ad. This avoids any confusion or undesired surprises that will cause bounces for their audience.
By adding visual elements about their sale week to the ad, Leen Bakker increases their chances for an even better ROI on their sale week and on their dynamic ad campaign.
Including both the original and the discounted price in the ad creative provides a good incentive to the audience to complete purchase, especially in combination with the urgency of the ‘sale week’. This way your potential customer knows the extent of the offer you’re giving them and what they would be missing out on if they don’t take action quickly.
Even though Leen Bakker already uses two images of the product on this creative, the second photo of the back of the chair doesn’t really give their audience anything. Experimenting with different images is likely to help you find combinations that perform better.
We can see in the text above that Leen Bakker has, even more, to offer to their audiences on top of the sale week. Putting offers like next-day delivery or a 100-day return period on their creatives might add more persuasion to their ads since people often skim the copy above and focus more on the ad creatives.
Alongside the VIA VAI logo, the ad also features a stylized product photo that is aligned with the company’s branding identity. The ad stands out, looks inviting, and adds to brand awareness.
By adding a ‘last item’ sticker to the ad creative, VIA VAI urges prospective customers to complete their purchases. By making it clear to potential customers that there is a limited supply of your products, you lower or eliminate purchase procrastination.
The visual itself is appealing and on-brand but it might be hard for audiences to understand what the ad is for at first glance. And since the first glance is crucial for dynamic ads, VIA VAI can test adding images of the product alone alongside the branded visual.
In other ads of this carousel, you can see some ads that say “in stock” instead of “last item” in the left corner. This is because VIA VAI’s template is in sync with their product feed and the ads only show ‘last item’ when there is indeed one item left and show ‘in stock’ if there are more. While it’s great that they use rules and conditions to match their ads with their feed, the fact that some items are ‘in stock’ doesn’t persuade the customer to take any action. What VIA VAI can test is only using statements when it’s relevant to the customer. For example, they can create a template that will show a different callout, like ‘free shipping', if there are more items in stock and only show a stock-related callout when there are less than a certain amount of items in stock.
Customer reviews play an important role in purchase decisions, especially within the travel industry. According to research by TrustYou, 83 percent of participants say that reviews and ratings play an important role in booking decisions. Adding high ratings to ad creatives, as Landal Greenparks did on this ad, is a key persuasion technique. Using templates with rules and conditions is an efficient way to generate ad creatives like these automatically. With such templates, you can add conditions like ‘add user rating to the creative if the rating is above 7.5’.
Especially when scrolling through timelines, people typically don’t spend any more than 5 seconds on any given visual. Adding branding to your ads like Landal Greenparks did here grabs attention and helps users recognize your brand or product. Strong branding helps increase performance.
The image used in the ad matches the image on the landing page header. This way users immediately recognize the product and have a smooth experience
Alongside giving social proof as audience ratings, Landal could test adding to the ad creative the number of reviews that led to this score. Indicating how many users enjoyed their product before helps to add a certain weight to the score. To make sure your social proof is also bulletproof, you can add a specific condition to your ads to only show the number of reviews if it crosses a certain amount you choose, for example, +100.
As you can see, even though the brands above have different products and objectives, their ad creatives have common features like branding, consistency, additional and relevant information, persuasive elements like social proof, scarcity, and offers. These features can make them more relevant to their audience and stand out from the crowd.
Performance optimization is an endless process. For all of the ads above, and all ads in general, you can always test and improve. For Facebook dynamic ads, experimenting with adding price and sale price, using multiple product photos, adding relevant offers, and displaying social proof is only a few of them.
So, when you are building your next Facebook dynamic ads campaign, pay attention to the common features these examples have and keep on testing new elements to get even better results.