The ultimate guide for showing discounts in Dynamic Product Ads
April 30, 2023
Let's be honest, there's very few tactics more effective at generating demand than a simple discount.
But just lowering the price by itself won't cut it. You also need to clearly communicate that you're offering products at a lowered cost in your Dynamic Product Ads.
The quality of your creative for Dynamic Product Ads, and its details, are the largest determining factors in your success. According to Nielsen, it accounts for as much as 47% of the performance lift. That means working on your designs should be the first stop on your journey to better results.
For example, if you saw a random ad for a 10$ product, it may not catch pique your interest. But if the same ad also mentioned "50% OFF", the same product would instantly seem more interesting and attractive. Realising that he item normally costs 20$ makes the current offer that much more enticing.
It's the comparison between the normal price and the current offer, that creates the feeling and impression of an irresistible deal.
That's the power of clarifying savings in your content!
And you're in luck! We've gathered more than 1.3B impressions worth of data to tell you the exact impact of doing this.
Showing savings in your catalog ads
Most shoppers are always on the lookout for a great offer and a great sale.
So if some, or all, of your products are currently on a discount, you better do a good job of communicating this in your paid social content. And when it comes to advertising, nothing screams "GOOD DEAL HERE" more than the specific savings you're offering.
Lucky for you, with the right tool, this is extremely easy to do and provides two benefits:
First, it makes your catalog ad instantly recognisable as a discounted item. Chances are, even if you took a couple steps away from the screen, you could see that the ad contains "- X %". That is extremely valuable, considering that many users scroll through their feed rather fast and don't spend much time looking at, or reading, individual ads.
And second, it anchors their price perception, like we mentioned in the introduction. Buying a 10$ product, and a 20$ product at a 50% discount, don't feel the same - we feel like we're getting more value that we're paying for in the second case.
It's therefore no surprise that Dynamic Product Ads with savings in the design perform 45% higher on average.
Different ways to show discounts
As we'll show you in a second, there are a few different ways to show discounts in your ads.
But the easiest way to actually design, customize, and edit your dynamic product ads is by using Confect.
With Confect, you can instantly ad prices, discounts, and all sorts of other relevant informational overlays to your ads to ensure that your viewers are getting the information they need!
This is by far the most common way of showing the discount you're offering - and for a good reason. Just the percentage sign is often enough to recognize in just a split second that there's a discount going on.
Also, percentages are really easy for most people to understand and relate to.
Savings in currency
Another way to show off your savings is to write them in currency (5$ off), instead of a percentage.
It will depend on the price point of your products, as well as your target audience, whether it's better to use a percentage, or currency, for savings. We generally see percentage savings performing better, however that may be different in your specific case.
One more way of communicating that your item has a lowered price is to write the original price alongside the sale price. Many advertisers choose to format the original price as a strikethrough (45.99$) to further highlight that it's been slashed and is now much lower.
This can also be combined with savings, writing the new price, old price, and also the difference between the two.
More options to consider
In addition to the three most popular methods, there's many more ways to clarify that your item is discounted, depending on your specific situation:
- Stating "outlet" in the content
- Stating "low price" in the content
- Stating "sharp price (skarp pris in DK)" in the content
- Having a discount voucher, or code, in the content
- Running an overall campaign design (i.e. Black Friday, Summer Sale, etc.)
- Running a special promotion design (i.e. 24h Flash Sale, Member's Only Sale, etc.)
This can even be tailored based on each product - for instance here, where the advertiser says "save $XXX" on expensive products, "save XX%" on cheaper products, and "$XXX membership price" for club deals:
Selling cheap vs. more expensive products
When deciding on a design, and elements, for your paid social content, it's always good practice to consider your brand image and positioning.
From the dataset of our customers, we generally see that lower-end retailers benefit from including savings in content, while high-end premium positioning retailers experience a lower performance after including discounts in their designs.
Premium brands tend to build their proposition on a foundation of quality and exclusiveness - the price is not the main selling point. Focusing too much on the discounts in the content doesn't align with this high-end brand identity and tends to lead to a lower performance.
But on the other hand, if your audience consists of price-aware shoppers, you'll likely see a performance lift after incorporating savings into your designs.
Large vs. small brands
When we looked closer at the correlation between the brand size and the impact of savings in content, we discovered another interesting insight. The larger your brand, the more clarifying the specific discount will benefit your performance.
The reasoning is that, sometimes, a discount can make customers suspicious. For example, thoughts such as "Why was the price lowered? Is it not selling? Is it not a good product?" might overwhelm the user. And being seen as a reliable brand can help offset these doubts.
Small brands haven't yet created a large enough awareness, and trust, in the market, and experience a minor, roughly 3% decrease in performance on average when including saving in ther designs.
But for large, or medium-sized, well-established and trusted brands, savings in the content bring positive lift in advertising results.
How to insert savings 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.
What if we told you that you could make your ads 45% more effective (on average), in just 5 simple steps?
1. Create a new design in Confect
2. Add a text layer
3. Add a "savings" product text field
4. Select "percentage" or "currency"
Read the full how-to guide here - or learn how to customize your Dynamic Product Ads designs with Confect here.