4 New Ways To Turn Dynamic Ads Into Sales Machines

Dynamic ads… are you using them?

If you’re not, let’s change that today.  They convert like crazy and it’s not uncommon to see +6x return on ad spend.

If you are, let’s take them to the next level with some new enhancements and customization options. With the new creative options, you can now add:

  • Overlays
  • Offers
  • Fixed cards
  • Customizable ad copy

Below is the full scoop on how to implement these enhancements to your ads today and start generating higher returns on your ad dollars.

Getting started

Before getting down to business, you will need to have your product catalog setup for your store. If you haven’t created a product catalog yet, stop here and set up the catalog before you add a feed.

Now let’s get down to business and make a few changes to ensure everything will work properly. In your product catalog file, add the following columns for each product:

  1. sale_price: The discounted price if the product is on sale.
    • Example, if your product is on sale for $9.99 in U.S. dollars, you would write it as 9.99 USD.
  2. sale_price_effective_date: The start and end date and time for the sale, separated by a slash.
    • Example, if your want to run a December sale, you would write it as 2017-12-01T12:00-0300/2017-12-31T00:00-0300.
  3. Save your file in the CSV or TSV file format. Otherwise, use a third-party feed provider to upload your feed as a RSS XML, ATOM XML, compressed zip, gzip or bz2 file.
  4. Go to facebook.com/products.
  5. Click Product Feeds. Select your current product feed.
  6. Click Settings.
  7. Scroll to Single Upload, and then choose either Via File Upload or Via URL.
  8. Click Replace. Your new product feed uploads.

Don’t worry, if you have scheduled recurring uploads for your product catalog, the updates to your product catalog file should be detected on the next scheduled upload. If you’re doing a single upload of an updated file, follow the instructions below.

Now we should be good to go.


dyanmic ad overlays

Here comes the fun stuff!

Dynamic ads already perform well, but Overlays allow you capture even more attention by including pricing information. By adding an overlay your audience will see the price or percentage off over every item in your dynamic ad.

This is a surefire way to make sure your sales price is prominently displayed and increase click-through rates on your ads.

Adding overlays

Facebook give you 5 different ways to customize your overlays and we recommend testing them to see which ones work best for your business. You can select these options in the overlay:

  • Price: Display the exact price, strikethrough price or percentage off for products in your catalog.
  • Shape: Display pricing information in a rectangle, circle or triangle over each product in the ad.
  • Font: Select the font of the text in the overlay.
  • Color: Select the color of the overlay.
  • Position: Choose where the overlay appears over each product in the ad.


  1. Start creating your dynamic ad.
  2. At the ad level, scroll to the Show More Catalog Information section.
  3. Click to check the box next to Add an overlay to images.
  4. Click the dropdown menu and choose whether to show the actual price, the strikethrough price or percentage off in your product catalog images.

      5. If you want to change the appearance of your overlay, click Edit appearance. You can choose the shape, font, color and overall position of the overlay.

6. When you finish, click Save. Your overlay is now ready, and you can finish creating your dynamic ad.

If you’re going to test different overlays, start with color and position. Typically, these two will have the biggest impact on CTR.


Think of offers as a way to incorporate coupons into your Facebook ads. People can interact with the carousel card to claim the offer. When someone claims an offer, Facebook automatically creates notifications and emails to remind users of the offer.


  1. Start creating your dynamic ad.
  2. At the ad set level, click the toggle in the Offers section to turn on offers.
  3. Choose the Page representing your offer and then click Create Offer.

4. Add details about your offer, and then click Create.

5. At the ad level, select an image for the offer card. The image appears at the beginning of the carousel in your dynamic ad and directly in the offer.

You will want to test different phases in the customer journey to test offers. From our testing, they work best as a way to incentivize users later in the remarketing funnel, to come back and purchase.

Fixed cards

You can add fixed cards to the beginning and/or ending of your dynamic carousel ads. This allows you to bookend your carousel with cards you want people to see.

Using a fixed card is a great way to introduce a message or theme about the products you’re selling.

To add a fixed card:

  1. Start creating your dynamic ad.
  2. At the ad level, choose Carousel as your ad format.
  3. Scroll to the Links section.
  4. Choose your fixed card options:
    • Add a fixed image at the beginning: Choose an image, video or slideshow and customize the text.
    • Add a card at the end: The fixed card uses the current profile picture for your business’ Facebook Page and you can customize the website link people visit when they interact with the card.

One of the best ways to use fixed cards is to set the stage of the carousel with the first card and use the card at the end to direct them to a specific page that matches your theme.


Customizable ad copy

Dynamically create ad copy based on text from your product catalog gives you the ability to customize ads across your entire catalog in a few clicks.

To start, dynamic ads include the product name and current price of your products, but you can take advantage of other fields from your product catalog. To update the text in the product cards:

  1. Start creating your dynamic ad.
  2. At the ad level, choose your ad format.
  3. Scroll to the Links section.
  4. In the Text, Headline and News Feed Link Description fields, click + and choose the product catalog fields you want to add to the product cards

Note: If you choose to add a fixed card to the beginning of your ad, click the three horizontal dots to edit the Text and News Feed Link Description.

There you have it. Four new ways to take your dynamic ads to the next level.

So where should you start?

As always you should test everything. But, we recommend starting with overlays and customizable ad copy. Typically, these two will provide the biggest lift in click-through and conversion rates.

Good luck taking your ads to the next level! Get started today and let us know how they perform.






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