Joaquin Lopez

Facebook Catalogue/Dynamic Ads Best Practices

17th Oct 2022 Social Media, Facebook, PPC Blog, Social Media 3 minutes to read

Facebook Catalogue/Dynamic Ads Best Practices

Facebook’s dynamic ads are very to set up once you have a list of items ready to upload. It’s even easier if you have an e-commerce site that can be linked to your Facebook ad account as this can reduce optimisation time by quite a bit. Below are the top 5 best practices for dynamic ads.

Only use items that are in-stock

This might seem like an obvious one but it’s one that we see time and time again. Promoting out of stock items in the hope that it’ll be back in stock soon is quite redundant. The reason for this is that you’re tempting your audience to make a purchase but might leave them feeling frustrated that you’ve shown them an item that they potentially want only to find you don’t stock it. If you’re running your catalogue from an excel spreadsheet, we recommend removing the items that are out of stock and reuploading a complete in-stock products sheet.

Use a large product set

This one is dependent on your business as we know not all businesses will stock thousands of items. However, the more items and product sets that you have, the better Facebook can adjust and pick the best products for your intended audience.

Optimise for purchases

Optimising for purchases is a given but you’d be surprised how often we see businesses optimising for higher events such as ‘add to cart’. Now, there’s nothing wrong with this, and some ad accounts actually benefit more from this, but the way Facebook’s algorithm works doesn’t justify using higher funnel optimisations. By selecting purchases, Facebook will show your ads to people that are most likely to make a purchase through Facebook ads. By selecting page view or add to cart, Facebook will show your ads to people that are most likely to view your products or add them to cart but not to people who are most likely to make a purchases. Make sure you always optimise to your final goal otherwise you might find yourself throwing money away.

Use a broad audience

Facebook audiences are some of the best in the paid media sector. The number of interests, demographics, and behaviours available are quite breathtaking. As great as these audiences are, it can also be very easy to get stuck in the granular detail of what audience to pick. For dynamic ads, we suggest sticking to broad audience choices. Dynamic ads tend to work better when you have a large audience to work with. We recommend the minimum to be 2 million as this will have an audience size large enough to get your ads served to your ideal audience. Feel free to play around with this and add extra interests to widen the size. What we don’t recommend is using an audience that’s below 1,000 as your ads will not serve.

Use remarketing

Another obvious point to include; however, one that can be generally looked over. Remarketing is a powerful tool and can be used to persuade interested people into making a purchase. What’s great about catalogue dynamic ads is that you don’t have to create the audience yourself. Facebook gives you the option to add a remarketing audience based on existing data from your catalogue ads. You can find this in the ad set level where you can set the parameters of your remarketing audience e.g. people who have added items to cart but not purchased in the past 30 days. We recommend creating a separate ad set or a new campaign; however, make sure you change the caption for your ad to something enticing that can bring interested people to finalise their purchase.

Make sure to check out our other blogs for more tips and tricks on how to improve your digital marketing.

Share this post

Joaquin Lopez

Senior Paid Media Executive

Quags is our talented Paid Media specialist with a wealth of experience across display, search and social. With a particular talent for Facebook advertising, paid social ads and creatives, he’s worked with a variety of B2B and B2C brands including Trulawn, Snazaroo and Worx. On a personal note, Quags is a sci-fi movie buff, gamer, lover of dystopian fiction and self-taught bassist with a penchant for ramen noodles.

What do you think?

Stacey Cavagnetto

How to Do PR for Small Businesses

Stacey Cavagnetto
25th May 2023
Digital PR Blog
Clothes on a rail
Gary Hainsworth

How To Optimise Images For SEO

Gary Hainsworth
16th May 2023
SEO Blog

Digital Ideas Monthly

Sign up now and get our free monthly email. It’s filled with our favourite pieces of the news from the industry, SEO, PPC, Social Media and more. And, don’t forget - it’s free, so why haven’t you signed up already?

Free Digital Marketing Audit

Are you a UK business that needs some expert help to uncover what’s holding your digital marketing back? Let us show you for free!


Call us on 0330 353 0300, email or fill out our Contact Form.

Map of Hampshire Digital Marketing Agency
Hampshire Digital Marketing Agency
Merlin House 4 Meteor Way Lee-on-the-Solent, PO13 9FU, UK
Map of Lancashire Digital Marketing Agency
Lancashire Digital Marketing Agency
Cotton Court Business Centre Church Street, Preston Lancashire, PR1 3BY, UK
Map of London Digital Marketing Agency
London Digital Marketing Agency
Albert House 256 - 260 Old Street London, EC1V 9DD, UK

Unlike 08 numbers, 03 numbers cost the same to call as geographic landline numbers (starting 01 and 02), even from a mobile phone. They are also normally included in your inclusive call minutes. Please note we may record some calls.

Circle Cross