What Are Dynamic Ads?
Dynamic ads (also called dynamic product ads or DPAs) are automated ad formats that pull product data from a merchant's catalogue feed and personalise the ad content for each viewer based on their behaviour. If a user viewed a red handbag on a fashion site, a dynamic ad will show them that exact handbag (or similar items from the same category) when they browse social media or other websites.
Dynamic ads are the foundation of performance retargeting for ecommerce. They scale remarketing to large product catalogues without the need to manually create ads for every product - the platform assembles product-specific ads automatically using the feed.
How Visual Quality Affects Dynamic Ads
The product image is the most visible element of a dynamic ad. Because the ad is assembled automatically from the product feed, the image quality is entirely determined by the images in that feed. Low-quality, inconsistent, or poorly composed product images result in low-quality dynamic ads - regardless of how well the audience is targeted.
Brands that invest in feed image quality through tools like Bryft see consistent improvements in dynamic ad performance, because the same image improvement that helps Google Shopping CTR also improves the performance of Meta, Pinterest, and TikTok dynamic product ads.
Dynamic Ad Best Practices
- Maintain high-quality, consistent product images across the entire catalogue
- Use supplemental images (lifestyle) where platforms support additional_image_link
- Ensure product titles in the feed are descriptive and keyword-rich
- Segment catalogue into logical ad sets for bid and budget control
- Exclude out-of-stock items from active dynamic ad sets
Real-World Example
A sportswear brand upgrades 2,500 product images in their Meta catalogue feed from supplier packshots to Bryft-generated white-background and lifestyle images. Dynamic ad CTR improves from 0.8% to 1.6% across the catalogue. With the same daily budget, the improved CTR doubles click volume, and with maintained conversion rate, monthly revenue from dynamic ads increases by £85,000.