Static Ads vs Dynamic Ads: How to Choose the Right Display Ad Type
Ready to run digital banner ads but not sure which ad type will perform best? Learn more about static vs. dynamic ads and how to use them strategically here.
Digital marketing is all about targeting specific audiences and building relationships. Most businesses already use remarketing ads to show relevant products or promotions to people who visited the website or made a purchase. You can check what is remarketing here. However, If you’re determined to build and maintain a competitive edge, you should include dynamic remarketing in your digital marketing toolbox.
Dynamic remarketing personalizes promotional experiences more than remarketing — it allows your ads to show the specific products or services visitors showed interest in or to promote accessories that go well with prior purchases. Your ads can appear across websites, social networks, mobile apps, and video content.
The most popular remarketing networks are Google and Facebook. The Google Display Network reaches a whopping 90% of people on the Internet, while Facebook has 2.4 billion monthly active users. With dynamic remarketing, it’s possible to reach these large audiences without dealing with the creation of endless ad variations for huge numbers of separately targeted ad groups.
If you’re only selling a few products, dynamic remarketing probably isn’t for you. Let’s say you’re selling three different gift baskets of chocolate-covered strawberries. You can easily set up a traditional remarketing campaign and run a few ads with an emphasis on your most popular offering.
It’s a different story if you’re running a clothing e-commerce site that offers hundreds of products to different types of audiences. If a customer loved a pair of fabulous heels on your site and left without purchasing, a remarketing ad promoting your brand might not offer the relevance necessary to drive a purchase. Dynamic remarketing that shows an image of the specific product makes the ad engaging enough to bring the customer back to the specific pair of heels. Google, Facebook, and other remarketing networks can track the merchandise that your customers viewed and repeatedly show them those exact products or suggest similar products.
While there are a plethora of detailed tutorials out there, in a nutshell, here’s what you do:
For the purpose of discussing best practices, let’s reference Google dynamic display ads. Note that many of these guidelines also apply to other ad networks with some modifications for their parameters.
You don’t have to stop with dynamic remarketing — Google enables dynamic prospecting, which uses artificial intelligence and machine learning to show products to people who’re likely to be responsive even if they’ve never visited your site. You can even add dynamic prospecting to a dynamic remarketing campaign.
Want your ads to hit that 100% viewability mark? Read more here.
Last updated on February 16th, 2023.