Ads on Meta can be set up with multiple objectives. Of these, the two most relevant to eCommerce advertisers are (a) DPAs (or ads with a Catalog Sales objective) and (b) Conversion ads.
Let’s take a closer look at each ad type.
These are ads that rely on a product feed or product catalog.
For those of you who need a quick reminder, a product feed (catalog) is a list of your store’s products with information like product photo, price, name, availability, etc. This is how Facebook gets access to all the information that it needs to populate your dynamic ad.
Here’s a simplified illustration:
Dynamic ads use this product feed to show potential shoppers the products they are most likely to click on and buy.
Let’s take a look at how Meta defines them:
“Facebook dynamic ads automatically show the right products to people who have expressed interest on your website, in your app, or elsewhere on the Internet. Simply upload your product catalog and set up your campaign once, and it will continue working for you for as long as you want – finding the correct people for each product and always using up-to-date pricing and availability.”
Dynamic ads aren’t just for retargeting. They can be used for both retargeting and prospecting ads.
On Socioh, you will find the option to create a “Dynamic Product Ad” directly under the “Create Ad” tab on your Socioh dashboard, or as the very first campaign recommended under your “Core Retargeting Funnel”.
If using your Facebook ads manager, you’ll have to remember to select the “Catalog Sales” option under campaign settings (some users may see this under "Conversion" --> "Sales" when choosing their campaign objective) to set up a dynamic ad.
Screenshots of the two interfaces Facebook may present to choose your campaign settings are given below:
What creative formats can I use with a Dynamic Product Ad?
While a majority of dynamic ads are catalog or carousel ads, a dynamic ad can also look like a single image ad, or a collection ad. But it must use a catalog so that Facebook can select the most relevant product (with updated product info) to show its users.
Due to this, a dynamic ad can only use one catalog creative per ad, and you cannot change the catalog once an ad is set up.
However, if you are using Socioh’s Branded Catalogs, you can change your catalog designs as often as you like. Not just that, our Smart Switch feature ensures that you never lose your campaign learnings.
Here’s a simple definition:
Any Facebook ad with the website conversion objective is considered a Facebook conversion ad. The conversion objective means that these ads encourage potential customers to take action. You could choose from goals like purchase, page visits, or any other action to help you grow your online business.
Conversion ads can be used for both prospecting and retargeting.
On Socioh, your ads are automatically set up as conversion ads (unless specifically set up as DPAs).
However, you have full control. You may change the objective under “Advanced settings” when editing your ads:
If using the Facebook Ads Manager, choose Conversion as the objective to set up a conversion ad (some users may see an interface with campaign objectives. Here, go to "Sales," then choose Conversions). There can also be other kinds of conversions - such as lead or engagement, but we do not recommend these for eCommerce businesses).
A conversion ad can be any format - carousel or catalog, image or video. So long as the objective is a Conversion or an action, you can use any ad creative in a conversion ad. You can also use multiple creatives within the same Conversion ad.
TIP: You can edit/change running creatives, or add new creatives to your existing conversion ad campaigns. So be sure to test different creatives and formats.
So what are you waiting for? Sign up and create your first ad already!