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What is Dynamic advertisements

Chapter 7
Impacts of Online Advertising on Business Performance
Dynamic advertisements describe a dynamic delivery of specific products that visitors viewed on the website of an online retailer. Their primary advantage is dynamism that allows one to create one advertising template and use it for all products from an uploaded data feed. Information from the data feed is automatically being implemented into the template based on user preferences. Facebook Ads Manager: The Facebook Ads Manager was developed by Facebook to manage advertisements on this social network, Instagram, and ads displayed in the audience network. This application allows the advertiser to create and target the ads, set campaign budget, view history, and collect data about previous and ongoing ads.
Published in Chapter:
Reaching Your Customers Using Facebook and Google Dynamic Ads
Tereza Semerádová (Technical University of Liberec, Czech Republic) and Petr Weinlich (Technical University of Liberec, Czech Republic)
Copyright: © 2020 |Pages: 23
DOI: 10.4018/978-1-7998-1618-8.ch007
Abstract
Dynamic Product Ads (DPAs) and Dynamic Search Ads (DSAs) represent a type of online advertising primarily used for remarketing purposes. However, more and more advertisers can use DPA for acquisition campaigns as well. Dynamic ads are an integral part of the marketing strategies of all large e-shops and companies that have a product or service catalog. Dynamic advertising reduces the time and effort put into the creation of online advertisements and provides the highest level of personalized targeting possible. With a product catalog and a properly set pixel or tracking code, it is possible to create individually customized ads within seconds. This chapter tests the effectiveness of DPAs and DSAs within the context of the two greatest advertising platforms, Facebook and Google ads, and compares their performance against the manually optimized ad sets.
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