You’re new to advertising and want to know the difference between static ads and dynamic ads. Well, if you are like me when I first started my career within marketing and advertising, I wasn’t altogether sure what they were to start with. 

So, let’s dive in and explain what these ads are, and what the difference is. 

Static ads are, as implied – static, or unchanging – consistent…reliable? These ads have been around pretty much since online advertising began. Dynamic ads are, again as implied, ever changing, or constantly progressing. 

Let’s look a bit closer at both static and dynamic ads and their pros and cons. 

What are Static Ads?

Static ads are advertisements that do not change. They are convenient, easy to build, low commitment and easy to control. They are predominantly used to build brand awareness as they allow advertisers to reach a wider audience.

Now a static ad is not confined to a still image, it could very well be a video too – because the main difference between static ads and dynamic ads is the targeting element. Once a static ad has been published it just sits there waiting for people to find it.

I have already mentioned the convenience, simplicity, low commitment and ease of control but let’s have a closer look at these four areas. 

Pros – Convenience & Easy to build:
Static ads will work well for any business owner, marketing manager or person that does not have a ton of advertising experience. They are simple to build and once published can be easily distributed across several channels (even more convenient when you use an advertising platform that does the distribution for you – all in one place). 

Cons – Lack of personalization and limited interaction:
This being said, static ads will lack personalization which is what dynamic ads can provide. Static ads will also have a limited interaction between user and ad. 

What are Dynamic Ads?

Dynamic ads are advertisements that vary, change… are dynamic. They change based on the available sets of data, and will be displayed differently, again depending on the available data. Dynamic ads are often used for retargeting as they are created based on user behaviour; typically the changing or varying elements can be products, prices, discounts and the likes. 

Perhaps the main characteristic of a dynamic ad is to always show the most relevant ad to a given user. They are highly personalized and will often result in a higher conversion rate. Not only should you receive a higher conversion rate, but the likelihood of repeat buying should increase too. Customers receiving timely, personalized products, prices or discounts are more likely to purchase from your website repeatedly. 

Pros – Conversion Rates and Personalization:
Higher conversion rates are a big factor here. Dynamic ads are almost guaranteed to result in higher conversion rates due to their personalized nature. 

If you have ever purchased a product after seeing an ad, and then returned at a later time to buy more, the chances that the ad that you saw was a dynamic ad, are fairly high. Personalized ads that provide users with fresh, relevant and exciting content typically produce greater brand loyalty, not to mention that relevant content delivered to the correct audience always tends to go down well.

Cons – Expensive, advanced and time consuming:
The majority of business owners that have not studied or worked with advertising before simply do not have the time to create ads and consistently make changes and therefore often will outsource this work to an agency.

On top of this, the majority of small and medium sized businesses often have marketing managers, or general managers that are juggling more than one ball. Dynamic ads are hugely time consuming, not least because you will need to know and understand changing consumer tastes. 

Hiring an agency obviously comes at a cost and this could be money, or that your campaigns become neglected over time. 

Summary

So, if you have read this far, you are maybe thinking that dynamic ads are probably the best and that is what I should do? 

Well, there is no right or wrong answer when it comes to deciding the type of ad that you should focus on. However, depending on the industry you are in, the amount of responsibilities you are juggling, the budget you have available, static ads that require less changes, can be created quickly and repurposed may be more suitable. 

That being said, if you have the budget, the time or are happy to outsource this work, dynamic ads could be the best option for you. 

A typical business that uses dynamic ads would be e-commerce that have many products, whereas, companies that are focused on b2b sales, e-commerce with fewer products, or companies looking to book meetings or inspections would most likely benefit from static ads.