Advertisers across all verticals have implemented Dynamic Ads but real estate lags behind providing you with a significant advantage over your competitors. Through Dynamic Ads, real estate businesses have a completely new way to reach customers that simply isn’t possible with conventional Facebook Ads. We’re also seeing some of the lowest cost-per-click of any Facebook Ad formats.
One little know hack possible with Dynamic Ads is the ability to not only sell a property using cross-device intents but it can also be used to showcase property in a similar way to your property magazine.
Dynamic Facebook Ad
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Dynamic Ads are not limited to only retargeting and serving ads to website visitors. To help advertisers expand their reach, Facebook provides Dynamic Ads for Broad Audiences which means advertisers can upload entire product catalogue and dynamically serve ads to users based on their interests, behaviours, demographics, in addition, to retargeting users.
Dynamic Ads for Broad Audiences
Dynamic Ads for Broad Audiences – also known as Dynamic Ads for Prospecting – is an extension of the Facebook’s Dynamic Ad format that allows you to reach people who have expressed interest in particular properties with similar attributes, even if those people haven’t visited your website before. This feature allows you to serve Dynamic Ads for acquisition, in addition to Dynamic Ads for retargeting. Dynamic Ad campaigns are driving great efficiency for many advertisers, and the Broad Audiences feature allows them to extend the reach of those highly efficient campaigns to new audiences.
Why It’s Important
Dynamic Ads for Broad Audiences provides relevancy at scale, presents an acquisition strategy that is supported by user behaviour, generates results that are measurable down to the product level. When Dynamic Ad campaigns are in place, it’s easy to test the ability to capture an audience based on real-world signals.
How It Works
Facebook pixel
You’ll need a Facebook pixel implemented on your website to get started with Dynamic Ads. Use standard events to report which products from your catalogue are being viewed, clicked on. Social Estate can help you set up your Facebook pixel and standard events if needed.
Listings Catalogue
You will need to set up your product catalogue with Facebook if you don’t have one yet read our guide on setting up a product catalogue for help Dynamic Ads Social Estate makes it extremely easy with ready to go product feeds.
Targeting
Facebook will create your audience based on the products in your catalogue and any additional targeting options you choose to overlay, such as location, age, or gender.
You can also choose to exclude users based on certain behaviours recent transactions such as purchased or let a property through custom events.
When you connect your Facebook pixel things get really interesting as we can begin to retarget users based on how they interact with items on your site.
Reporting
If you use internal and/or third-party analytics platforms to measure your Dynamic Ads, you may want to add your URL parameters directly to Facebook to accurately track and attribute any traffic or conversions.
Benefits
Dynamic Ads for Broad Audiences will introduce your brand to users who may be shopping for your products on competing websites. Facebook uses behavioural cues to recognise in-market consumers who may not have considered your brand, then serves an ad with the optimal product. This is great for acquisition campaigns. Targeting broad audiences extends the reach of Dynamic Ads since audiences are not limited to people who have been to your website. Ads are dynamically generated from the product feed, leading to minimal creative requirements and making it easy to test the performance of different post text.
Increase Returns with Dynamic Ads for Broad Audiences
We recently launched a dynamic ad campaign with a larger boutique agency in NSW, we saw click-through rates nearly 10% lower for Broad Audiences compared to regular Ads.
Being able to target Facebook users who are interested in specific properties and then serve them with similar properties helps agencies get their listings in front of the right buyers at exactly the right time when they have real intent to purchase.
Want to get started w Facebook Dynamic Ads for Broad Audiences? Contact Social Estate now to get started >>