If you want to show the most suitable products for each user in your prospecting audience, you should always use Dynamic Ads with Broad Audience targeting. For more customized feed-based campaign setups, Automated Ads is often the right choice.
Facebook's Dynamic Ads and Smartly.io’s Automated Ads are both solutions that let you run campaigns with always-up-to-date creatives using data feeds, such as spreadsheets. In short, the difference between these two is:
- Dynamic Ads is a Facebook campaign type. Ads in a Dynamic Ads campaign have dynamic content that changes for each user. Facebook's recommendation engine chooses the items for each individual based on their actions on your website or app.
- Automated Ads is a Smartly.io campaign type where ads and ad sets are created and updated automatically. Automated Ads campaigns appear as regular campaigns on Facebook.
Feeds for Automated Ads and Dynamic Ads
In a Dynamic Ads feed, each row in the feed is a product, and each product is described according to rules specific to the catalog vertical (product, flight, hotel, destination, or automotive). An Automated Ads feed has more flexibility: it can contain any data as long as the data in a valid structured format.
For example, if you run Dynamic Ads using a product catalog, your feed must contain valid values in fields such as price and title for each feed item. In an Automated Ads feed, you can have any number of feed fields, and they can contain any kind of textual or numeric data. The data can be anything from the usual product descriptions and image links to weather data that is updated automatically through an API.
Why and when would I use Dynamic Ads or Automated Ads?
Use Dynamic Ads when you want to automatically promote items from a product, flight, destination, hotel, or automotive catalog. You should have a data feed that matches Facebook's requirements, and your website or mobile app needs to send the appropriate conversion events to Facebook. See Creating a Dynamic Ads Campaign for more information.
Use Automated Ads when you want to automatically promote items based on any data feed. The items in the feed can be actual products, or something entirely different, such as news articles from your site.
Differences in more detail
|Facebook Dynamic Ads||Smartly.io Automated Ads|
|What?||Dynamic Ads campaigns have ads with dynamic content that changes for each user based on Facebook's recommendation engine for a catalog.||A Smartly.io campaign type where ads and ad sets are created and updated automatically. Automated Ads campaigns appear as regular campaigns on Facebook.|
|Why?||When you want to automatically promote items from a product, flight, hotel, destination, or automotive catalog. You should have a data feed that matches Facebook's requirements, and your website or mobile app should be sending the appropriate conversion events to Facebook.||When you want to automatically promote items based on any data feed. The items in the feed can be actual products, or something entirely else such as news articles from your site.|
|Retargeting||Yes, using Facebook Pixel or App events||Yes, using Custom Audiences based on Facebook Pixel events, App events, or Video Engagement|
|Prospecting||Yes, with Broad Audience targeting||Yes, using any targeting you can use in a regular campaign|
|Ad Formats||• Link, Carousel, Collection
• Offer and map carousel cards available for certain types of catalog
• Ad images can be customized using Smartly.io's Image Templates
|• Link, Photo, Carousel, Slideshow, Instagram Story, Lead, Instant Experience, and Video ads
• Ad images and videos can be customized using Smartly.io's Image Templates and Video Templates
|Technical requirements||• Facebook Pixel with correct events configured
• Catalog + feed file with vertical-specific predetermined structure
|• Any data feed|