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Keeping Up With Facebook: What Are Dynamic Ads for Broad Audiences?

Dan Kardon

Facebook launched dynamic ads in 2015 to give retailers a new, automated way to retarget visitors that have taken action on their site. The company expanded on this idea in 2017 with the release of dynamic ads for broad audiences.

Rather than retarget past site visitors and/or purchasers, these ads display to Facebook and Instagram users that have yet to visit a retailer’s website or app. Dynamic ads for broad audiences focus on new customer acquisition and engage with top-of-funnel shoppers unfamiliar with a retailer’s brand.

In this installment of Keeping Up With Facebook—a series that highlights the latest news and updates across Facebook Advertising—we dive into what dynamic ads for broad audiences are, and what they mean for retailers’ business. 

Release Date:

Dynamic ads for broad audiences were released for Facebook, Instagram, and the Audience Network in 2017.

Which Channels:

These ads are available on Facebook, Instagram, and the Audience Network.

What It Does:

When Facebook initially released dynamic ads in 2015, the sole intent was to retarget past site or app visitors and purchasers. The extension of dynamic ads for broad audiences lets retailers reach new customers searching for similar products who otherwise may not have discovered their brand.

To use these ads, retailers must have a product catalog and Facebook pixel. Once the pixel is placed on their website, it gathers interest, demographic, and behavioral data to target users who may be interested in the retailer’s brand and products. Interests are actions taken like liked pages and clicked ads. Demographics refer to age and location. Behavior considers past search history and engagement on other websites.

Like dynamic ads, dynamic ads for broad audiences can be displayed as single image ads, carousel ads, and collection ads. All three formats are ideal for engaging with new audiences and increasing customer acquisition.

What This Means for Your Business:

Dynamic ads for broad audiences allow retailers to get their brand and products in front of brand new shoppers. Facebook, Instagram, and the Audience Network are rich with consumer data, as users like and engage with content that interests them. Using just a pixel and a product catalog, retailers let Facebook do the heavy lifting of matching suitable users to ads while retailers receive insight on new customers.

While dynamic ads for broad audiences are primarily used to target top-of-funnel shoppers, it can also inform lower-funnel marketing efforts. After broad audience ads appear before new users, these prospects can flow through the sales funnel and be retargeted using dynamic ads. Measure who clicks, visits your site, and what products are viewed, and then retarget these shoppers with dynamic ads that keep your brand and products top of mind.

It’s worth noting that some audiences may be too broad to target on Facebook, Instagram, and the Audience Network. To ensure you’re targeting the right audience, select regions or cities where you think your broad audience ads will be most effective. You can set a specific distance to cover these areas (i.e. 10 miles) to be even more selective.

Consider age range as well. If you have products that cater to a specific audience, like young men’s apparel, think about targeting users who fit this demographic. The minimum age requirement to target ads is 13 while the highest age range is 65+.