The Impact of Instagram Dynamic Ads and Custom Audiences for Advertisers
Announcing Dynamic Ads for Instagram
Facebook recently announced a variety of product updates to Facebook, Instagram and the Audience Network to give advertisers new ways to drive sales of their products in more places across mobile and desktop.
According to the announcement, “We’re expanding functionality for Dynamic Ads (formerly called Dynamic Product Ads) and adding new advanced capability to Custom Audiences from your website.”
“These updates help advertisers identify and connect with their most valuable website visitors and mobile app users. They also reflect our commitment to make Facebook, Instagram and the Audience Network the most effective platforms for driving sales on mobile.”
“Relevance is key in any marketing campaign, but as retail and ecommerce businesses look for better ways to connect with shoppers on mobile, there’s a huge opportunity to offer highly-relevant messages to the people who are browsing and shopping on websites and in mobile apps.”
“To help marketers connect with shoppers in new places, today we’re extending a product to Instagram that many Facebook advertisers are already using with great success: Dynamic Ads (as seen in the example below).”
Dynamic Ads automate product advertising by showing people ads featuring items they’ve expressed interest in—either by viewing it or adding it to their cart—or items related to ones they’ve shown interest in or purchased.
Now businesses using Dynamic Ads can easily connect with more potential customers on mobile.
“Dynamic Ads (formerly DPAs) on IG should hopefully lead advertising on this platform closer to the bottom of the funnel with this new ad format. I’m interested to see if these perform better from a last-click conversion perspective,” Josh Brisco, Manager Retail Search Operations at CPC Strategy said.
More than 2.5 billion unique products have been uploaded to Facebook. Now, by extending Dynamic Ads to Instagram, advertisers can promote relevant products to shoppers who have browsed their website or mobile app across two platforms where people spend much of their time—Facebook and Instagram.
While many advertisers already use Instagram to promote their products, manually tailoring ad creative and targeting for every product in their catalog is time-consuming.
Now with Dynamic Ads, advertisers can showcase every one of their products automatically with dynamic creative and targeting, so they can show the right product to the right person every time.
To run Dynamic Ads across all of our placements, simply select Instagram and Audience Network under “Placement” when creating your Dynamic Ad.
Updates to Custom Audiences from your website
Facebook also announced advanced options for Custom Audiences from your website to help advertisers differentiate between and connect with visitors who display different types of behavior on their website.
According to Facebook, “The new options address the fact that some website visitors are more valuable to a business than others.”
For example, if a business knows that someone who visits their website once a week is more likely to make a purchase in the next 30 days, they may focus their efforts on connecting with people who have visited their website in the last week. The updates to Custom Audiences empower advertisers to do just that.
The new targeting options for Custom Audiences from your website include:
- Frequency: how many times someone does a certain thing, like visit a page
- Time spent: how much time someone spent doing a certain thing, like exploring a website or viewing a specific page
- Dynamic date: a range of dates the person has shown interest in, like for a flight or a hotel reservation
- Aggregated values: total amount a person has spent
- Devices: including Android, iOS devices, desktop and other mobile devices
The Impact of Custom Audience Updates on Advertisers
Advanced behavior criteria enable advertisers to move beyond creating audiences based solely on web page visits and events to being able to segment their audience by the intensity of their interest.
Creating audience segments in this way also helps advertisers understand and bid the true value of an action from a person, so they can drive conversions more efficiently across devices.
“The new website custom audience capabilities now exceed that of AdWords, and are getting closer to the level of detail and granularity we get from Analytics lists. A definite win,” Brisco said.
Over the coming months, the advanced features for Custom Audiences from your website are rolling out to advertisers using Power Editor and the API.
For more on Custom Audience updates and Instagram Dynamic Ads, email [email protected]
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