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How to Squeeze Better Performance Out of Your Dynamic Product Ads

How to Squeeze Better Performance Out of Your Dynamic Product Ads

If you’re using Dynamic Product Ads, whether for prospecting or remarketing purposes, your goal is to get people to buy products.

Nothing new under the sun there.

But since the use of product ads has exploded (and keeps rising), it’s vital to stay a step ahead of the competition.

This means optimising how your customers see your ads and, more importantly, how to most effectively make them convert.

In the past, it was usually enough to just display your products on a white background (that is, just with the original product image).

Mail graphic 1 1

But times have changed. It’s no longer enough to do what you used to do, because everyone else is either doing the same or something better.

Mail graphic 2 2

The creatives are the first thing that meets the eye.

And with better ad design comes not only the potential for greater reach and higher engagement—you can also significantly increase ROAS.

Ask Yourself This

The question then becomes—depending on where in the funnel your audience is and what type of product you’re selling, what should your product ads look like?

To answer this, above all else, you need to know two things:

1) What type of company/brand are you?

2) What does the customer need to know about the product to buy it?

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What Type of Company/Brand Are You

Needless to say, it’s important you understand your own brand before you expect potential customers to engage with it.

For instance, a brand is often perceived through the lens of its competitors and typically ranges from luxury to premium to discount.

In the case of automobile brands, this means the difference between premium brands such as Rolls Royce, to mid-market ones such as the Volkswagen Passat, to discount cars like the Skoda Citigo.

Company type

Premium Brand

The main selling point of a premium brand, for example, is just that—the brand itself.

Most people don’t buy a Rolls Royce for its impressive mechanical capabilities or a Macbook Air because of its large harddrive. They buy it because it is the brand they want.

The story behind the brand and what it says about themselves is generally more important than any technological innovation or the money saved on a special one-time offer.

Premium

Moreover, when dealing with a high-end, premium brand such as Rolls Royce, there will typically not be as many places to get the product.

Therefore, scarcity is right up your alley to take advantage of in your creatives. 

For example, if you’re the only dealer of your product in your region (or perhaps country), that’s a natural and unique selling point to use in your dynamic product ads.

Mid-market brand

Mid-market usually revolves around optimizing for features.

Here it generally is important to lead with information such as how far your car goes on the litre, what the top speed is, the amount of horsepower, etc.

In other words, give people a feeling that they get a lot for their money.

Your role here is to act as an expert.

If customers are in the market for a new laptop, for instance, you want to position yourself and your DPAs as coming from someone who knows a lot about computers.

Mid market

Which is to say, you want your ads and the creatives in them to help the customer answer this question:

Where do I find the best laptop for the best price?

This isn’t easy. Far from it. There are really many mid-market brands.

The key is therefore to optimise (and split-test [link]) your creatives as well as possible in an effort to stand out among the competition.

Discount brand

Ads for discount products are clicked for one reason and one reason only: Because they convince the customer that there is money to be saved.

Therefore, when dealing with dynamic product ads for a discount brand and a discount product, your focus should almost always be on savings and how cheap your product is (especially compared to the competition).

This can be done by focusing on the savings and/or using yellow colors in the creative and making a relevant background to the product.

Discount

What Does the Customer Need to Know About the Product?

This is very much related to the type of company you are—are you advertising premium, mid-market, or discount products?

In essence, your focus should be to answer the question:

What makes people buy this product?

As we explained earlier, if you’re a mid-market webshop that sells computers, your customers are likely looking for a decent product at a decent price.

Which is why it’s usually important to lead with product specs and other relevant information in your ads.

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But the information to include varies much from product to product.

After all, there’s a reason why ads for washing machines don’t include info on harddrive capacity and vice versa.

However, this is only one side of the coin—the three company types are not exclusive.

They exist on a spectrum.

More specifically, they exist on the Rosen Velocity scale.

For example, a mid-market company may have products that people are currently buying because they offer almost the same as the premium product – but at a much cheaper price.

In this case, the offer and the savings are what you need to highlight here, since the most important feature is a lot of features for a very low price.

And something similar is relevant for premium products.

While the price may never be a main selling point, other different factors will be more important in different situations. 

That could be focusing only on the brand, or trying to tell a great story about your product.

A Porsche Cayenne may need an outdoor background to tell one story, while a Porsche 911 may require an urban background or a racetrack.

Not sure how to get started? Book a demo, and we’ll help your each step of the way.

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