The ultimate guide for showing the product's name in Dynamic Product Ads
May 18, 2023
The name of the product can be important to help customers recognise whether the product they're looking at is the one they want to buy.
For some products, the image is the most important information to decide - when looking for a new hat, the picture and the look of the product are probably more important for the consumer than the name.
On the other hand, when looking for a very specific model of a computer with the right specifications, the name is often more important than the product image.
Often, advertisers don't reflect on whether it makes sense to show the product name and include it by default - but that could be a mistake!
There's cases where the name is extremely relevant and can help you sell more, but there's also some cases where the product name provides no important information and only takes away focus from all other elements, including the main star - your product.
The important question to ask yourself is whether the name of your product is important information to buy your product - or whether the product image, certain features of the product, or the product brand, are more important.
Fashion is a good example of an industry where the product name might be irrelevant - the look of the shirt is more important than the name of the specific model.
Showing product names in Dynamic Product Ads
As we already mentioned, in the majority of cases, the product name doesn't help you improve ad effectiveness - what's worse, it can even hurt your performance.
With Dynamic Product Ads, you have limited real estate to show relevant information (1080 x 1080 px to be specific).
The human brain is pretty good at quickly scanning and comprehending the elements in a design. However, the more information, the more the user has to process, and the slower and more effortful this scanning becomes.
Adding elements that are non-essential for the user waters down the rest of the ad, and wastes space that could be used to show other, much more relevant information.
With that said, there are items where the product name is extremely important (we'll go over those cases later in this article), but when we looked at the averages from 1.3B+ impressions, Dynamic Product Ads with the product name shown performed 30% worse.
That's why we highly recommend to be intentional with all the elements you choose to include in your Facebook ad designs.
Ask yourself: "Does the product name help users decide, or is there perhaps more important information to show instead?"
When does it make sense to show the product name?
Now that we got all the disclaimers out of the way, let's look at some examples where the product's name actually helps customers choose to buy.
There are probably many more cases than the three we've chosen to highlight, but it'll allow us to go through the key considerations for deciding whether it makes sense for your business and products.
This first case is probably the most obvious, with the product name being the model, or version, of a product.
When we think about it, an iPhone 12 and 14 will look almost identical when shown in an ad, but are very much different - you could say that the true difference is on the inside, not outside.
And most people don't want to downgrade their tech - they're looking for an upgrade.
The item doesn't have to be very complex either, for this information to matter - even with something as simple as a USB flash drive, the name contains the number of gigabytes and is relevant to include.
Showing the product names in this case can help users instantly recognise that your product is better than their current version, or that it fits their needs.
The most obvious use of this is electronics, however it also applies in many other industries. Even in industries where it's usually not a good idea (i.e. fashion), there are of course exceptions. If you were selling football jerseys, it can be relevant to show which year/ season the shirt is from.
For example, the name can also be helpful when looking for a specific version, such as the Air Max 95, which looks quite similar to the Air Max 98.
Also, if you've ever seen a lip liner and eye liner side-by-side, they look almost identical - adding the name in these cases helps users understand exactly what product they're looking at.
Size and dimensions
Next, there are certain products in which the dimensions are among the most important pieces of information.
For example, let's say you're looking for a bed sheet. If your bed is 120 cm wide, that's the exact size you're looking for - any other dimensions simply won't work.
Similarly, a table or a couch that's too big won't fit in your room. Curtains that are too short won't fully cover your windows.
This can also apply outside of furniture, where a certain dimension is needed: for example the size of a backpack in litres, or the circumference of a frying pan.
And obviously, no user has the ability to measure an item by looking at the product image.
Specifications and type
This last case comes into play when your customers are looking for a highly specific part or item, as is often the case with, for example, hardware or replacement parts.
This one feels personal: my father once asked me to buy M6 screws - I can definitely say he wasn't too happy when I instead showed up with a pack of M6-1s.
When exact specifications are needed, it's a good idea to clarify this. A hydraulic jack rated for 1 ton won't safely lift a 2 ton SUV.
Similarly, information such as wattage is equally as relevant.
Sure, this information is definitely available on your website, but when we consider that it's a qualifying factor to whether the product will work for the customer, or not, why not include it in your ad?
How to add the product's name in your Dynamic Product Ads
Here at Confect, it's our mission to make it as simple as possible to reach higher performance through improved designs for Dynamic Product Ads.
If including the product name is relevant for your company, it takes no more than just a few simple steps to get done...
1. Create a new design in Confect
2. Add a text layer
3. Add a "brand" product text field
Read about how to create designs - or learn how to customize your Dynamic Product Ads designs with Confect here.