A Marketer's Quick Guide to Dynamic Ads (2023)

Remember when you'd go to the mall, see something you liked, but then leave without it? Then you’d think about it the whole drive home, wondering if you made the right decision. Ah, the good ol’ days.

A Marketer's Quick Guide to Dynamic Ads (1)

Today, you can’t leave an item in your cart without it following you everywhere online. Who do we have to thank for that? Technically, a lot of people – marketers, retargeting tools, Al Gore’s internet – but for the purpose of this article, we’ll focus on one: dynamic ads.

Dynamic ads allow brands to change the ads shown to users based on their behavior.

Let’s dive into what exactly dynamic ads are, their benefits, and how to use them on social media platforms like LinkedIn and Facebook.

What are dynamic ads?

Dynamic ads, also called dynamic banner ads or dynamic creatives, are ads in which the content, promotions, and calls-to-action change based on user behavior. They help marketers deliver more relevant ads that connect with their target audiences.

Dynamic ads are often used in remarketing campaigns to reach users who have already interacted with a brand. More on that here.

Static ads, on the other hand, do not adapt based on external data, so they tend to target broader audience groups for brand awareness or product launches.

(Video) Dynamic Marketing: Dynamic search ads,

A banner ad can look like this:

A Marketer's Quick Guide to Dynamic Ads (3)Or like this:

A Marketer's Quick Guide to Dynamic Ads (4)

They range in size and placement depending on the platform on which they’re displayed.

The Benefits of Dynamic Ads

Ad personalization is one of the biggest advantages of using dynamic banner ads. In a 2020 study by Innovid, 43% of respondents agreed that ads should be personalized.

What’s more, 30% of respondents said they liked brands more when ads were personalized. It’s easy to understand why – there’s nothing more annoying than getting an irrelevant ad that doesn’t relate to you or your interests. In fact, it’s a major reason why people get adblockers.

In 2020, AudienceProjects surveyed people in the US, UK, Denmark, Sweden, Norway, and Finland and found that avoiding offensive or irrelevant ads was the second most popular reason why they got adblockers.

The more personalized the ad, the better the chances it will resonate with the audience. This brings us to the next benefit of dynamic ads: relevance.

While an ad may be personalized, it may not be relevant to that user’s current stage in the buyer’s journey.

For instance, imagine you’ve heard of a brand but aren’t exactly sure what they do or what they offer. Getting an ad to request a product demo may be too big of a jump. You may need more nurturing before you reach that level of interest in their products.

With this in mind, dynamic ads can help you only present ads that will meet the user where they are. Doing so can move them further down the funnel and help generate more revenue for your brand.

This brings us to return on investment (ROI). Because of the reasons outlined above, your dynamic ads can optimize your return on ad spend (ROAS) because they are more targeted and relevant to each user.

(Video) How to Run Dynamic Search Ads on Google - The Complete Guide

How Dynamic Search Ads Work

What are dynamic search ads?

Dynamic search ads (DSAs) are dynamic ads that show up on search engines like Google and Bing based on the content of your website, not keywords.

When marketers set up search campaigns, they bid on specific keywords and create ads that match the intent behind the keywords. For instance, let’s say you’re a website operations company and you want to rank for the keyword "best WebOps platforms," you’ll need to bid on it and win to show up on the search engine when a user searches that keyword.

With dynamic search ads, you don’t have to bid on the keywords. The search engine will analyze the user’s search query and scan your website for relevant content. If the search engine determines it’s a match for what the user is looking for, it will automatically generate the ad with a headline and text based on a relevant landing page from your website.

The main benefit of using DSAs is that it allows marketers to target audiences who may fall outside of the keywords they’re already targeting in their campaign.

Think of a dynamic search as a safety net; even a well-designed search campaign won’t target all of the keywords your user persona might search for. The dynamic ad identifies new targeting opportunities and fills that gap by aligning your content with the right users – earning you extra traffic and more reach.

It’s also a time-saver. With dynamic ads, you don’t have to go through the process of mapping out keywords, setting up bids, and creating copy for every single ad.

What are dynamic display ads?

Dynamic display ads are banner ads that change on the websites they’re shown based on user behavior.

My latest browsing sessions have involved a lot of furniture and home decor websites. This is why my Facebook feed includes ads like this:

A Marketer's Quick Guide to Dynamic Ads (5)And why I see ads like this when browsing online.

A Marketer's Quick Guide to Dynamic Ads (6)They work just as regular dynamic ads do, adapting their content to the user for better results.

(Video) Dynamic Marketing Quick Start Guide

You can take your display ads one step further by creating responsive dynamic display ads. It’s a mouthful, I know but the concept is simple to understand: A responsive ad adjusts its size based on the space on the page.

For example, you’re on a website and you minimize the page to make space for another window. A responsive ad would adapt its shape based on that new space – just like a responsive website.

This creates a better user experience and ensures your ad will be displayed correctly no matter the screen size.

Dynamic Remarketing Ads

Let’s say I visit the Sabai Design website to look at furniture. Then, I put a beautiful emerald green couch in my cart but don’t complete the purchase.

If the brand sets up dynamic remarketing ads, I’d see that couch, and similar styles, as I’m scrolling through social media or browsing through websites over the next few days or weeks.

The way dynamic remarketing works is by pulling the product feed from your website and leveraging user data to show your visitors ads that will move them down your funnel.

You can target various ad groups, ranging from visitors who’ve only visited your product pages to those who have already purchased items from you.

Then, once you generate the ad copy and the offers, the ad platform you use will do the rest. This means pulling the relevant product information to show that specific user.

LinkedIn Dynamic Ads

When creating a dynamic ad on LinkedIn, you will target users based on their profile, including demographics such as location, work experience, company, and job title.

There are three main formats to use when creating ads on the professional network:

Follower Ads

A Marketer's Quick Guide to Dynamic Ads (7)If you want to gain more followers on your LinkedIn Company Page, create a Follower Ad. This will encourage users in your ad group to follow your Page and learn more about your brand.

Spotlight Ads

A Marketer's Quick Guide to Dynamic Ads (8)

Want to drive traffic to your website or landing page? Use a spotlight ad. You can also use it to promote upcoming events, highlight your products or services, or gain new email subscribers.

(Video) Google Ads Dynamic Search Ads Tutorial 2022 - Targets, How to Create, and Examples

Content Ads

A Marketer's Quick Guide to Dynamic Ads (9)Content offers are great lead magnets. This dynamic ad format allows you to generate leads through downloadable offers. You can manage those leads in the LinkedIn Campaign Manager or export them to a CRM like the HubSpot Marketing Hub’s Ads Software.

You’ll notice that none of these ads show up as a carousel image, single image ad, video, or text ad. That’s because dynamic ads on LinkedIn are only formatted to show up on the right sidebar on desktop view. Like this:

A Marketer's Quick Guide to Dynamic Ads (10)

Facebook Dynamic Ads

On Facebook, things work a little differently. In this case, dynamic ads are ideal for brands with a large inventory of products and/or services. Unlike LinkedIn ads, when creating a dynamic ad on Facebook, you can choose any ad format, including single image, carousel, stories, or collection.

Here’s how Facebook dynamic ads work: You can create a retargeting campaign to reach consumers who’ve had previous interactions with your brand, or reach a broader audience that matches your user persona and may be interested in your products or services.

To set up a dynamic ad on Facebook, you’ll need:

  • A catalog – This contains the products and services you want to promote, with descriptions, prices, images, availability, and other relevant information.
  • Facebook pixel or DSK – You must install a Facebook pixel on your website or SDK for your mobile app to capture how your users are behaving on your webpages or app.

From there, you will set up your campaign in the Ads Manager to outline your ad objectives, ad format, copy, and calls-to-action (CTA) by product set.

Every time a user fits your targeting parameters, the machine learning program will use the pixel to gather user data and pick relevant products or services from your catalog to display the ad on mobile, tablet, or desktop.

This saves marketers time, as they don’t have to create an ad for every single product or ad group.

You may no longer need those drives home from the mall to decide if you really should have bought something. With dynamic ads, you get multiple chances to reconsider your decisions.

Whether that’s a good thing varies from person to person, but from a marketing standpoint, it’s another opportunity to win over a consumer. Why not take it?

(Video) 22 Introduction to Dynamic Search Ads!

Topics: Behavioral Targeting Advertising


What is a dynamic ad in marketing? ›

Dynamic ads, also called dynamic banners or dynamic creatives, are ads that automatically change content and promotions to show each individual shopper the most effective and relevant imagery, copy, or landing page. The term 'dynamic' refers to the adaptability of the advertising.

How to do dynamic ads? ›

How to create a Dynamic ad group
  1. For the Ad group type, select the Dynamic option (default).
  2. Name your dynamic ad group.
  3. Decide how you'd like to target your ads. ...
  4. If you're not using automated bidding, adjust your bid based on the value of each specific target to your business. ...
  5. Click Save and continue.

What are LinkedIn dynamic ads? ›

Dynamic Ads on LinkedIn allow you to engage prospects with right-rail ads automatically personalized for each individual based on their profile. Choose your Dynamic Ad format based on your objective.

How does Facebook dynamic ads work? ›

Dynamic ads look similar to other ads on Facebook, Instagram, Messenger and the Audience Network. However, instead of individually creating an ad for each of your products, you create an ad template that automatically uses images and details from your data feed for things you'd like to advertise.

What is a dynamic ad example? ›

Typically, these ads are automatically created and customized to show relevant products to users based on their online behavior. For example, if a user has visited a website selling clothing and viewed a particular shirt, they may then see a dynamic product ad that displays that same shirt or similar products.

Are dynamic ads more effective? ›

Dynamic ads offer much better performance due to their opportunities for advanced targeting and moving elements. Choosing dynamic ads ensures you'll see higher conversion rates due to their more personalized nature and create better loyalty with prospects.

What are dynamic ad targets? ›

Increasing your reach without keywords, targeting for Dynamic Search Ads works by matching people's searches on Google with specific pages on your site. You're in control of how this targeting works.

How do I run dynamic display ads? ›

From the workspace bar at the top, select Display campaigns. Note: If you prefer to use the navigation panel on the left, click Change view in the top right of your Google Ads account. Click Ads & assets from the page menu on the left. Click the plus button , then select Responsive display ad.

How do I set dynamic ad targets? ›

Instructions to create targets
  1. In your Google Ads account, click the Campaigns icon .
  2. Click the Audiences, keywords, and content drop down in the section menu.
  3. Click Dynamic ad targets.
  4. Click the plus button then click Select an ad group.
  5. Choose a campaign, and then select an ad group from that campaign.

Which ads work best on LinkedIn? ›

As you can see here, of 410 responses to our poll, 42% indicated that single image ads have been the best performing LinkedIn ad option for their or their clients' business, followed by video ads, then promoted text posts and other options a way behind.

How effective are LinkedIn ads? ›

Many people think that LinkedIn ads are only good for awareness, but that couldn't be further from the truth. On average, LinkedIn ads in the U.S. see a 6.1% conversion rate. That's more than double the Google search rate of 2.58%!

What makes good LinkedIn ads? ›

Read on to understand the key steps to effective LinkedIn ad targeting.
  • Location, location, location. ...
  • Build your audience. ...
  • Utilize an audience template. ...
  • Avoid hyper-targeting. ...
  • Increase your reach with custom targeting options. ...
  • Know your audience with free insights. ...
  • Tailor your content to your audience.

What's a good daily budget for Facebook ads? ›

Learn more about optimization. For ad set budgets, most advertisers who are charged for impressions should allocate at least $1 per day for daily budgets. Minimum budget requirements may be different depending on when you choose to get charged for ads.

What can you do with dynamic ads? ›

Because each ad customizes for each individual based on their profile data, you can scale your campaigns quickly. Run personalized ads to drive results throughout the funnel. You can customize your Dynamic Ad campaigns to boost awareness, engagement and conversions.

How do I optimize dynamic ads on Facebook? ›

12 best practices for Facebook's dynamic creative optimization
  1. Choose the right creative assets: You can upload 30 assets for your dynamic creative ad but prioritize quality, not quantity. ...
  2. Use multiple call-to-action(CTA) buttons: Think about what you want users to do when they view your ad.
Apr 26, 2023

Which is the most commonly used ad format in dynamic ads? ›

Carousel is the most common dynamic ads format on Facebook but it's not the only one. You can also create dynamic ads as single image or collection ads. The collection format is mobile-only and includes a cover image or video with multiple products shown underneath.

What are the requirements for dynamic ads on Facebook? ›

While dynamic ads automatically pull relevant creative from your product catalog, there are creative considerations to keep in mind. For the best quality imagery for your dynamic ads across Facebook, Instagram and Audience Network, we recommend a minimum image resolution of 600x600 pixels.

What is the difference between display ads and dynamic ads? ›

There are two different types of display ads, and this includes static and dynamic ads. Static ads are ads that don't change, which means all viewers online will see the same ad. Whereas, dynamic ads are ads that change specific to the viewer online.

What are the 3 benefits of dynamic Search Ads? ›

Benefits of using Dynamic Search Ads
  • Saves time. No more mapping keywords, bids, and ad text to each product on your website. ...
  • Show relevant, dynamically generated headlines with your ads. ...
  • Control your ads. ...
  • Capture additional traffic. ...
  • Display URLs are based on your final URL domain.

What type of ads are most effective? ›

Word-of-mouth advertising is considered the most effective form of advertising. Satisfied customers are your best advertisements.

Do dynamic ads need keywords? ›

The original, now known as standard ad group, still remains for other types of ads such as call-only ads and text ads. Because dynamic search ads are trigged by dynamic ad targets and not keywords, keywords aren't necessary in dynamic ad groups.

What does a dynamic search ad look like? ›

Dynamic search ads are search ads that show based on the content of your site. Google essentially crawls your site and then matches to search terms that are closely related to the content on your site. From that point, the headline and landing page are dynamically generated to match the search term.

What is the difference between standard and dynamic ads? ›

Dynamic Search Ads (often referred to by us Google Ads nerds as 'DSAs') are a powerful tool created by Google to help make your search campaign management easier and more efficient. The campaign type is similar to traditional text ad campaigns, but with one main difference: there are no keywords.

What are the advantages of dynamic product ads? ›

Dynamic product ads have a lower acquisition cost because the ads target customers who have already expressed interest in your products based on real-time customer data. So you have a much higher chance of converting more of your ad's audience.

Why are my dynamic ads not working? ›

This means that Google Ads isn't finding any eligible pages that match with the Dynamic Ad Target. There are a variety of reasons that this could happen, including issues with how the target is set up, incompatible campaign settings, or the pages aren't crawlable.

What are the benefits of dynamic display? ›

One of the main benefits of using dynamic display ads is that they can increase the relevance and effectiveness of your online advertising campaigns.

How can I improve my display ad performance? ›

6 Tips to Improve Your Display Ads
  1. Tip 1: Be Creative (Then Test It!) When was the last time you clicked on a display ad? ...
  2. Tip 2: Keep It Simple. ...
  3. Tip 3: Master Your Targeting. ...
  4. Tip 4: Use a Retargeting Strategy. ...
  5. Tip 5: Capitalize on Social Proof. ...
  6. Tip 6: Optimize for Mobile.
Mar 29, 2023

What are dynamic display ads? ›

Dynamic Display Ads are a unique ad format in the Google Display Network. Unlike traditional ads that are static and remain the same for all users, Google Dynamic Display Ads automatically adapt to the individual customer.

Is Google ads better than LinkedIn ads? ›

LinkedIn allows marketers to target decision-makers and key audience members in a variety of effective ways. For B2B companies looking to connect with decision-makers, LinkedIn is an excellent digital ad platform. For B2C companies trying to widen their reach, Google Ads usually work best.

Is boosting a post on LinkedIn better than creating an ad? ›

Ultimately, whether you choose to boost a post or run an advertising campaign depends on your goals. If you are trying to build brand awareness or drive engagement on a particular post, sticking with boosted posts would be advised. If you're looking to drive conversions, then paid ads are your best solution.

Which is better Facebook or LinkedIn ads? ›

Cost. Cost per click is much cheaper on Facebook compared to LinkedIn. LinkedIn Ads are not necessarily overpriced. That data simply shows how extremely valued those clicks are — because more expensive leads on LinkedIn typically means higher-quality leads and higher ROI for those leads.

What is the average ROI on LinkedIn ads? ›

Ads on LinkedIn can reach more than 13% of the entire world population. 4 out of 5 LinkedIn members are decision-makers. The average ROI of LinkedIn ads is 17.60%, which is higher than Google Ads.

What is a good LinkedIn ad budget? ›

But generally, we find that $5K per month is a good benchmark. If you find that $5K per month just isn't doable right now, don't worry! That doesn't necessarily rule out the platform for you. Check out these low budget LinkedIn Ads strategies for guidance.

How long should a LinkedIn ad run for? ›

Refer to LinkedIn video ad specs while planning to make sure that your content is formatted properly. Optimize your video length based on your objective: Keep videos under 30 seconds for brand awareness and brand consideration goals.

What is the best performing LinkedIn ad format? ›

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Should I use hashtags in LinkedIn ads? ›

Should I use hashtags on LinkedIn? The short answer is yes, hashtags are a great way to reach audiences beyond your direct connections on LinkedIn.

What is the best practice image for LinkedIn ads? ›

Follow best practices

Keep descriptive copy under 70 characters. Note that anything over 100 characters could be truncated on desktop. Embed larger images instead of standard thumbnails. An image size of 1200 x 627 pixels is recommended.

Is $20 a day good for Facebook ads? ›

Between $20 and $200 Daily

Typically, those who spend more will see better returns, while those who spend less may see worse results. That said, it's important to note that these numbers are just averages – some businesses may succeed by spending more or less than this amount.

Is $1 a day enough for Facebook ads? ›

At least $1 a day for ad sets charged for impressions. Ads charged for clicks, likes, video views or post-engagement need a daily minimum budget of at least $5 a day. Daily minimum budget for low-frequency events such as offer claims or app installs need to be at least $40 a day.

Is $100 enough for Facebook ads? ›

Is $100 enough for Facebook ads? Many people use $100 on Facebook ads and get great results. Depending on your goals, $100 may be enough to get you the results you're looking for. However, it's important to remember that your results will vary depending on your audience, creativity, and other factors.

What are two best practices for creating ads? ›

The Correct Answers are: Optimize the campaign's ad rotation for clicks or conversion actions. and Include three to five ads and at least three extensions in each ad group. Safe, Secure, and Reliable Service.

What is the difference between static and dynamic ad? ›

What is static vs dynamic banner ads? Static banner ads are ads that change over time and are there to create brand awareness amongst a vast audience. Dynamic banner ads are ads that change as per the user's behaviour. These include content on products, prices, and discounts.

What is dynamic vs responsive ads? ›

Responsive Search Ads (RSAs) feel a little similar to Dynamic Search Ads in that the message is geared to the search query more so than with Expanded Text Ads (ETAs). But while Dynamic Search Ads pull content from the website to display in the ad, RSAs use copy provided by the advertiser within the Google Ads platform.

What is the difference between dynamic and responsive ads? ›

The name may be misleading, but responsive ads are very different from dynamic ads. To put it simply, the term 'dynamic' refers to the automated adjustment to the content of an ad while the term 'responsive' refers to the automated adjustment to the arrangement of the ad content.

What are the benefits of dynamic ads? ›

Dynamic Search Ads can help you gain additional traffic and sales identifying new serving opportunities that you aren't already targeting with keywords. Display URLs are based on your final URL domain.

Why is dynamic better than static? ›

Dynamic stretching improves flexibility and range of motion, just like static stretching does. However, it may also boost performance, as well. A 2014 review of 31 published studies found that active warm-ups, such as dynamic stretching, could boost your power and strength in the following activity.

How do dynamic remarketing ads work? ›

Remarketing allows you to show ads to people who have previously visited your website or used your mobile app. Dynamic remarketing takes this a step further, letting you show previous visitors ads that contain products and services they viewed on your site.

Is Amazon dynamic or static? ›

Amazon is a dynamic website because it utilizes an HTML script running in the browser as the website loads for every customer or client. However, an Amazon website can also be hosted on a static website for example Amazon S3 or GitHub Spaces if there is no server-side code like in the case of a dynamic website.

How many descriptions are in dynamic Search Ads? ›

This is the stage that sets your DSA campaigns apart. Here we'll determine the ad targeting to either categories, specific web pages, or all webpages. You'll then create 2 descriptions to accompany the dynamic ad headlines. (Remember – there's no keyword targeting or headlines to create!)

What is the difference between standard and dynamic Search Ads? ›

Dynamic Search Ads differ from standard keyword based ads in how your ads are targeted for searches. If you use Dynamic Search Ads, the performance of your keyword ads won't change, nor will the amount of control you have over your account. Dynamic Search Ads are ranked the same way as standard ads.

What is the difference between dynamic ads? ›

Static ads are ads that don't change, which means all viewers online will see the same ad. Whereas, dynamic ads are ads that change specific to the viewer online. There are benefits to both types of formats, and one format may be better depending on your marketing objective and business type.


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