Understanding How and When to Use Dynamic and Static Ads
As a store owner or e-commerce business, ads are an essential part of your marketing strategy. There are two main ad types you need to be aware of. Those are dynamic and static ads.
These two ad formats are in constant comparison. Which means you need to know as much as you can about them.
For the purpose of this article, we are focusing on e-commerce businesses and their use of dynamic and static ads.
We’ll explain each ad type, compare them, then see which is more suitable for your store.
So what are the differences between dynamic and static ads?
Let’s find out.
Dynamic and static ads
Before we begin, there are a few points we’d like to highlight.
When you’re about which ad type to use, you’ll need to consider your budget and audience.
You’ll also need to consider your ad frequency so not to spam current and potential customers with your ads.
In addition, the dynamic and static ads mentioned in this article primarily relate to Facebook.
Last but not least, Facebook reported that the number of people advertisers can reach on its platform stood at 2.14 billion in Q4 2020. That’s a 2.2% growth from Q3 2020.
What are static ads?
Static ads are ads that involve a static image. The earliest forms of ads were static ads.
Many businesses rely on static ads because they are less costly to make.
It’s cheaper to create a visual or even several visuals for A/B test than create a video for example.
In a dynamic vs static ads comparison, static ads can be easily used across multiple social media platforms without having to go through technical requirements – just image resizing.
Static ads are usually used to ask for something like asking for
- Page likes
- Page posts
- Mobile app installs
- Clicking a link
- Redirecting to an external page (blog post, product…etc)
Depending on your ad placement, static ads can appear in a user’s News Feed on desktop or mobile or on the right hand side rail on desktop.
Static ads are a good option for businesses with a limited ad budget.
Let’s see what their counterpart, dynamic ads have to offer.
What are dynamic ads?
Dynamic ads are ads that offer a rich experience to users. They can include videos and multiple products or images.
Dynamic ads also offer a personalized and engaging experience and result in higher conversion rates for businesses.
When businesses create dynamic ads, they tend to create multiple versions to ensure that personalization. And because dynamic ads are more personalized than static ads, they tend to change based on consumer behavior.
Dynamic vs static ads
Comparing dynamic and static ads, there’s no winner. Simply, there’s no one-ad-type-fits-all-businesses.
Sad but true. You see what works for one business may not work for another.
This shouldn’t come as a surprise. However, there are 3 major determining factors for what to consider when you’re creating your ads.
If your site doesn’t offer a multitude of products, then a static ad would be a better option for you. On the other hand, if you’re selling hundreds of products, then dynamic ads will offer better options for you.
You can use dynamic ads to create a carousel of products whether as suggestions for customers on social media, especially Facebook, or for retargeting purposes.
Getting started with dynamic ads
To create a dynamic ad, you need to have a dynamic audience. This in turn means you should have a Facebook Product Catalog in place.
As an online business, you have a store with multiple products. We’re talking tens and hundreds of products not 5 or even 10 pieces.
You’ll need to upload those products to your Facebook Product Catalog. From there, you can begin creating a dynamic audience and dynamic ads.
Both dynamic and static ads work well with e-commerce businesses.
However, the size of the business and the marketing budget dictate what type of ads you can run.
If you have a small business with 10 or so products, static ads would be better for you. Of course, you can test dynamic ads to see how they work out for you.
But remember they’re more expensive to make.
If you have a larger business with a variety of products, dynamic offer personalization which translates into a higher conversion rate for your brand.
At Convertedin, we offer both ad types. In fact, we offer a step further into creating those ads and getting them running. That is: ads automation.
The Convertedin ads automation system helps store owners and businesses like you run ads on autopilot. This means you don’t have to worry about creating multiple ads for various product categories.
Find out what Convertedin can do for your e-commerce store with dynamic ads automation.