Dynamic ads automatically promote your inventory to people who have expressed interest on your website, in your app or elsewhere on the Internet. Dynamic ads look exactly like other single image ads, carousel ads or collection ads on Facebook, Instagram and Audience Network. However, instead of individually creating an ad for every item that you promote, you create an ad template that automatically uses images and details from your catalogue for items you’d like to advertise.

With dynamic ads, you can retarget people who have taken an action on your website or app, or use broad audience targeting to reach people who may not have visited your website or app before. Your ads then show relevant products from your catalogue to people when they visit Facebook, Instagram, the Audience Network or Messenger. These are called product recommendations.

Dynamic ads show relevant product recommendations to people so that they take action from your ad. When you optimise your ads for a specific goal (such as link clicks or conversions), Facebook chooses products from your catalogue that generate the best outcome for you. For example, if you optimise for conversions, Facebook shows products expected to drive conversions.

Some examples of products that influence recommendations include:

• The products a person viewed on your website or in your app
• The popular products in your catalogue
• Products your audience or people similar to them interacted with on Facebook and around the web