A quick guide to remarketing with Facebook dynamic ads

Facebook dynamic ads, or Facebook product ads, let you remarket to your audience. Find out how to use them in this simple guide to DPA ads.

If you’re an e-commerce company, the frustration of customers abandoning a full cart is probably already familiar. Painfully familiar, since, according to Baymard research, the average online shopping cart abandonment rate currently sits at 70%. The figures showing people who view your products – often repeatedly – but don’t make a purchase are even more stacked against you.

The exasperation these users who never quite materialise cause is an issue Facebook created ‘dynamic ads’, commonly referred to as Facebook product ads, in order to address. 

A quick guide to remarketing with Facebook dynamic ads 1

What are dynamic ads? 

“Facebook dynamic ads automatically show the right products to people who have expressed interest on your website, in your app or elsewhere on the internet,” reads Facebook’s website. 

In other words, dynamic ads display your inventory and automate the process of remarketing the product and nudging the user back toward that abandoned cart. They can take the form of single image ads, carousel ads or collection ads.

Facebook dynamic ads are currently available to companies working in the e-commerce, hotel, flight, destination, automotive and property space.

How do they work?

Facebook uses the engagement data it collects from your website or app using the Facebook Pixel or SDK to see how users have interacted with products. That way, when you create a dynamic ad you are able to include everyone that exhibited the same behaviour, and advertise the very product they engaged with. 

With dynamic ads, you are able to create a series of incredibly personalised Facebook ads. Facebook has shared the example of a travel company remarketing to customers who’d been browsing flights from Taipei to Hong Kong:

A quick guide to remarketing with Facebook dynamic ads 2

Source: Facebook

Getting started 

What you need  

To get started with a Facebook dynamic ads campaign, you need to first ensure you have:

A product catalogue created and uploaded to Business Manager is also helpful (unless your website is powered by one of Facebook’s partners such as Shopify, Magento or BigCommerce), but we’ll quickly run through the process of doing this first.

Set up a product catalogue

The first thing you need to do when setting up Facebook dynamic ads is to create a product catalogue containing your product feed. Facebook describes a catalogue as “a container that stores all of your product information”. Using this catalogue, Facebook can create dynamic ads and personalise the content based on user behaviour. 

Your product catalogue is uploaded to your page’s Business Manager. Simply go into ‘Assets’ and select ‘Catalogues’.

A quick guide to remarketing with Facebook dynamic ads SS1

You’ll then be asked to select what category best describes your business to assign your catalogue to.

A quick guide to remarketing with Facebook dynamic ads SS2

Once you have chosen, you’ll be able to upload your products.

A quick guide to remarketing with Facebook dynamic ads SS3

Here you can choose to connect your catalogue to an e-commerce platform if your website is powered by one of Facebook’s partners (e.g Shopify, Magento or BigCommerce), meaning you can automatically import products. If not, you can upload your products through a CSV file by downloading Facebook’s CSV template and filling in the appropriate product information. The more products you upload (Facebook recommends adding at least 20) the more relevant your ads will be for a wider audience.

You can either upload products once or have Facebook check your catalogue regularly to look for new products or those out of stock. 

A quick guide to remarketing with Facebook dynamic ads 11

Now your products are uploaded, you can get going on your Facebook dynamic ads.

Read in more detail about setting up a product catalogue and the best practices here. 

Setting up your dynamic ads campaign 

When setting up your Facebook dynamic ad on Ads Manager you need to choose the objective ‘Catalogue sales’ .

A quick guide to remarketing with Facebook dynamic ads SS5

When directed to the ad set level, select a product set (these can include filters such as availability, read more about creating those here) which is a subset of your product catalogue. It contains the products that will be shown to potential customers during this campaign.

A quick guide to remarketing with Facebook dynamic ads SS8

You’ll then be taken to the audience section. When remarketing to existing visitors you will need to select the option “Use info from your Pixel or app to create a retargeting audience “. Then scroll down and click ‘Show Advanced Options’. Here you can refine your audience and exclude the audience who are unlikely to take action, for example someone who has already bought one of your products.

A quick guide to remarketing with Facebook dynamic ads SS6

You now need to optimise for every type of event. You do this by choosing the event type for which you want to optimise, for example ‘Add to Cart’ or ‘View Content’, to set the window to suit your needs.

A quick guide to remarketing with Facebook dynamic ads. SS10

Here you will also fill in other information, such as budgeting and target audience, the way you would for a traditional Facebook ad.  

Because catalogues have been set up, you don’t need to manually insert product information when creating the text for the ad. Instead, simply use the ‘+’ button that you will find next to each box to select a catalogue field from your product feed.

A quick guide to remarketing with Facebook dynamic ads

The additional aspects of your dynamic ad will be the same as the process as setting up a Facebook ad. 

Your Facebook dynamic ad

And there you have it! You’ve set up a Facebook dynamic ad for remarketing to those indecisive customers which will, hopefully, get them to finally move that product they’ve been thinking about for days now into the checkout. 

Now you know the process, why don’t you check out some of our growth hacking tips for Facebook ads so you can get the most out of your future Facebook dynamic ads or sign up to our weekly newsletter to receive regular tips and insights for the world of marketing.

Filter by Category:
Jergan Callebaut
The AI tool marketers are using to increase Facebook campaig...

A new breed of marketing tools is here that leverages machine learning and psychology to pick high-converting creatives for your Facebook ads.

Use AI to identify high-converting marketing images

Cutting-edge AI (artificial intelligence) research into how computers see marketing images is changing the way marketers build more successful campaigns.

In Conversation with… Bernardo Nunes, Head of Science at G...

Growth Tribe’s Bernardo Nunes joins the conversation to talk artificial intelligence in marketing: how companies can leverage AI and cultivate tech talent.

Adtech vs martech: what’s the difference?

Adtech and martech are terms that are regularly conflated. Let’s put aside misconceptions to define adtech and martech – and their differences.

In Conversation with… Harry Hugo, Co-Founder of The Goat A...

Serial Entrepreneur and Co-Founder of The Goat Agency, Harry Hugo, joins the conversation to talk social media, influencer marketing and founding Goat.

Forms of personalisation in today’s digital world

Personalisation means connecting with your audience on a deeper level. Our Head of Psychology, Jergan Callebaut, looks at its many forms.

What makes us click? Increase ad performance with creative d...

Datasine’s CEO Igor Volzhanin outlines his MAD//Fest presentation, explaining why using creative data and AI leads to a steep increase in ad performance.

In Conversation with… Mohamed El Hannaoui, Growth Marketer

Experienced Growth Marketer Mohamed El Hannaoui joins the conversation to talk growth marketing in startups and how AI is going to change marketing

Your images matter: five reasons why

Got your attention with the picture above? Great! I’m sure you’ll love the rest of this article. It probably doesn’t come as a surprise to you that we live in the age of visual culture. Ten percent of all photos ever taken by humankind took place in the last 12 months.

Facebook Ads A/B test guide

Facebook Ads A/B testing is crucial to understanding what marketing content works best. Datasine’s PPC Manager outlines how Facebook Ads A/B tests work in this simple guide.

What’s the most important part of Facebook Ads? The creati...

The data boom has driven focus on areas such as targeting, brand and reach for Facebook Ads, yet the creative remains the most impactful factor in successful Facebook Ads

Speaker spotlight: Emily Miller, Head of Marketing at Ollie ...

Datasine talks marketing, AI and personalisation with Emily Miller, Head of Marketing at Ollie Quinn, ahead of her fireside chat at #SuperchargeMarketing.

Five of the best tools for Facebook Ads in 2020

Datasine looks at the five of the best – and most affordable – tools on the market for creating and optimising Facebook Ads.

Growth hacking Facebook ads

Growth hacking Facebook ads sends engagement skyrocketing and there are many ways to optimise paid ads to drive brand awareness and sales.

You’ve overlooked creative data. But we’re pioneering a ...

Creative data has been overlooked by marketers. But at Datasine we’ve found a way to drive performance with this powerful data: Content Atomisation – supercharged by AI.

The “integrators”: Why fusing creativity and data drives...

A McKinsey report has concluded that marketers who use creativity and data together achieve a much higher performance for their brand

Speaker spotlight: Mitch Platt, UK Country Manager at Growth...

Datasine discusses growth marketing, personalisation and AI adoption with Mitch Platt, UK Country Manager at Grow Tribe, ahead of his presentation at #SuperchargeMarketing.

Speaker spotlight: Mack Grenfell, Biddable Lead at Babylon H...

Datasine talks to Mack Grenfell, Biddable Lead at Babylon Health about falling into the industry, and how AI is helping marketers optimise spend.

Semantic content analysis will disrupt marketing – for the...

Discover the benefits semantic content analysis brings, and how to utilise data, psychology and AI to predict the highest-converting content for your brand.

Running a data-driven marketing team

Data-driven marketing is a key focus for marketing teams today. I spoke with Alessio Pieroni, Head of Marketing at Mindvalley about how to practice it successfully.

Tackling data-driven disruption as a Creative

Data-driven disruption is sweeping through creative industries. We sit down with Wayne Deakin, Executive Creative Director at Huge EMEA to talk about facing it head on.

Nine Mailchimp integrations for personalisation

Check out our top nine Mailchimp integration picks for empowering marketers to increase campaign metrics and improve customer experiences.

In Conversation with… Meagan Healey, Head of Content &...

Head of Content & Product Marketing at Attest, Meagan Healey, joins the conversation to talk data-driven marketing and why aligning sales and marketing is a game changer.

Speaker spotlight: Karla Rivershaw, Head of Marketing of Tur...

Datasine discusses the tools that make marketing work, and finding the right balance when personalising communications with Karla Rivershaw, Head of Marketing at Turtl.

IWD: 20 marketing leaders in 2020 [1/2]

For International Women’s Day 2020, 20 female marketing leaders weigh in on the advice they’d give their younger selves [1/2]

Which Tokyo 2020 art poster does our AI say is the most enga...

Datasine Connect, Datasine’s AI platform, analysed the 12 official art posters for the Tokyo 2020 Olympic games to discover which was the most engaging for the UK population

3 simple tips for building better Facebook Ads

Datasine’s Performance Marketing Manager gives 3 simple steps for building better Facebook Ads, including optimising creatives and using AI

The three must-ask questions before a rebrand

Datasine’s Marketing Director, Cornel Lazar, shares the questions each brand must ask before rebranding, and Datasine’s journey to change its look and feel.

Three Mailchimp newsletter growth hacks

Email is one of the most effective marketing channels and Mailchimp has long been a favourite amongst marketers and growth hackers. Learn how to up your Mailchimp newsletter game with our growth hacks. 

Speaker spotlight: Emma Wynne, Head of Growth Marketing at P...

Datasine talks about personalising marketing communications and marketing tools with Emma Wynne, Head of Growth Marketing at Pasta Evangelists.

Can AI optimise the creative process?

While artificial intelligence (AI) has had little impact on the creative sector so far, AI has huge potential to optimise ad creatives

Marketing 20:20: meet the Speakers

Datasine sits down with the two guest speakers of Marketing 20:20, Becky Simms, Founder and CEO of Reflect Digital and Social Media Expert Kieran S Lawler

How to grow your brand using paid social

Brand Manager and Founder of, Magda Urbaniak, shares her best practices for brands paid and organic social efforts

Which images make the most successful Facebook ads?

Images are the cornerstone of successful Facebook ads. We look at how to find the best images to create more effective Facebook ads.

What is a rebrand? (And what is it not?)

I sat down with our Marketing Director to discuss what a rebrand is, what goes into a rebrand and how Datasine approached the project.

MAD//Fest Day One: the recap

We look back on our first day at MAD//Fest with presentations from Burger King, Virgin Trains and our own CEO Igor Volzhanin.

The life of a Creative Director – in the age of data and A...

Data and AI are becoming more vital to the role of the Creative Director. Datasine sits down with Alex Colley, Creative Director of ikon, to find out more about the impact tech is having.

IWD: 20 marketing leaders in 2020 [2/2]

For International Women’s Day 2020, 20 female marketing leaders weigh in on the advice they’d give their younger selves [2/2]

Mirroring at scale

How mirroring can help you level up the impact of your one-to-many communications, offering personalised content and customer experience.

Delivering truly personalised email marketing experiences

Datasine sits down with Lemlist CEO Guillaume Moubeche to talk about delivering personalised email marketing experiences and building relationships.

How AI is set to transform email marketing

Artificial intelligence (AI) is increasingly used in email marketing, learn how machine learning enhances personalised email campaigns.

What is segmentation in marketing?

Segmentation in marketing allows marketers to place customers into groups for targeting. We take a look at the types of market segmentation.

Five things we learned at Supercharge Marketing

Datasine looks back at the five things we learned at Supercharge Marketing, from data-driven marketing to investing in learning new skills.

Make your marketing pandemic proof

In crisis times, marketing budgets get slashed. Here’s how we can support you to stretch your budget further and drive sales – even in the face of a pandemic.

What does your audience want to see from your branding?

Datasine sits down with Flavilla Fongang, Creative Brand Strategist and Founder 3 Colours Rule to talk branding, neuromarketing and the future of the industry

A/B testing is a lie. Here’s the truth.

A/B testing has long been used to find the perfect ad creative – but its effectivess is greatly exaggerated. Here's the truth of A/B testing, and how to find the best creative without it.

From binary baby to “Friends selfie”: A (brief) ...

We see thousands of images online every day. We take a trip back over the history of the digital image to see how we got to this point.

AI-powered marketing needs interpretability – and collabor...

Artificial intelligence (AI) should be taking marketing by storm, but its lack of interpretability for most marketers is holding back innovation and adoption.

How to use AI to optimise your marketing content

AI can drive marketing success by optimising audience targeting and reach but, more importantly, AI optimise your creative content through Content Atomisation.

How to send the right message at the right time, in travel m...

We speak Joe Stevens, Corporate Digital Marketing Manager at Flight Centre about using data to send the right message to the right person at the right time

Are you blinded by data?

Learn how developing an Integrator Mindset can help you to creatively personalise and build genuine relationships with your customers

How to use data to inspire customer loyalty in the travel in...

Lack of customer loyalty is a key problem in the travel industry. We take a look at some of the ways data can tackle the issue.

Creativity back on top: Why creative data will dominate this...

Data-driven marketing has swept through the industry, but the data focus has led to a decline in creativity. But you can combine data and creativity by uncovering your campaign’s creative data.