Let's dive into the different types of retargeting ads!
A Static Web ad is simply an ad composed of one image and does not contain a feed of the products that the customer viewed on your website. You can submit static ads in various sizes which is key in generating more impressions - the more ad sizes you have in your campaign, the more likely that a website will be able to display your ad. Below are the accepted static web ad sizes. We recommend 2-3 ads of each size for a web retargeting campaign.
Another type of static web ad is a Native Web ad. Native ads appear as a part of the design of the web page they’re on. Rather than standing out as an ad, native ads tend to have an editorial look and feel, with a softer selling approach. For example, they can appear as recommended content on news sites.
A Dynamic web ad is an ad that displays a scrolling product feed based on what products the customer viewed on your website. For example, if a customer is on your website and looks at a hat, shirt, and shoes and then navigates away from your site to another website, your ad could possibly appear there as a dynamic ad. Dynamic Ads consist of the product images (dynamically pulled in by Springbot and AdRoll), your store’s logo sized to fit within the required dimensions, a Call-to-Action button (usually Shop Now), and an overall Theme or layout.
A Static Facebook ad is an ad that appears in your customer’s Facebook Newsfeed after visiting your site. This is a 600X315 image that includes copy above and below the ad. Required copy for this ad includes:
- Text (90 characters max) - a headline above the image, the main message you want to share with your audience
- Title (25 characters max) - a headline below the image, usually the product name or company name, used to grab visitors attention in one line
- Link Description (200 characters max) - text that appears before the image, provides additional information about the offer or what your business does
Here is an example of what the finished product will look like!
A Dynamic Facebook ad is an ad that displays a rotating product feed based on what products the customer viewed on your website. If a customer is on your website and then navigates away from your site to Facebook, your ad could possibly appear there as a Facebook dynamic ad. Facebook dynamic ads consist of the product images (dynamically pulled in by Springbot and AdRoll), a Failover image (a static 600x315 image used as a placeholder for the ad space), and the same required copy elements as a static Facebook ad.
Here is an example of what the finished product will look like (but clickable of course!):
Please note that Facebook strongly discourages ads from containing more than 20% text in their image, and that having large amounts of text could cause your ads to reach much less of your intended audience. To measure the impact of the text in your Facebook static ad images, check out their Text Overlay Tool here!
Still have questions? Contact our Customer Success Team at firstname.lastname@example.org!