Pros & Cons of Static & Dynamic Ads

Posted on Oct 25, 2018
By Gaurav Aidasani

Static Ads:  
Who hasn’t heard about Static ads? 

Static ads are one of the oldest ad formats, they are as old as online advertising itself! 


The unchanging image of an ad fixed on a website is popularly known as a static ad. They’re the easiest ads to create and monitor because once they’re created, they are ready and waiting to be clicked on. 


Pros: 
Reduces time  
Decreases effort  
It is more budget-friendly than other types of ads  
Easy to understand 

Cons:  
Becomes monotonous after one visit  
Customers lose interest  
Chances of lower CTR’s  
Reduces interaction  

Dynamic Ads:  
Dynamic Ads are as the name suggests, ‘Dynamic’ in nature. An ad in which content can be tailored as per consumer behavior and time is exemplary, isn’t it? 


These ads can be personalized to a great extent and are more likely to get people to view, visit and purchase from your site. 


Once an ad is created, ensure your criteria is dynamic so all your data can be tracked and modified in real-time in co-relation with your customers behavior. For example: If your data tells you that a shopper visited your website, viewed a bag and then went on to a competitor's website to view the price of the same bag, What do you do? You display a dynamic ad offering a special discount on the bag to the same customer. Since you already know that he/she is interested in the product, the Dynamic ad allows you to have an upper hand over your competitor and also entices your customer to purchase the product he/she is interested in, for a great price from your website. This puts your brand in a position of an increased chance of conversion.


Pros:  
Visually appealing  
Helps entice the customer  
Allows flexibility by changing content as per user behavior  
Leads to more conversions  
Builds customer trust and loyalty with personalized content  

Cons: 
More complicated to create  
Involves higher costs  
Requires an up-to-date website with full information on products and pricing  
Requires brands to create pricing benchmarks based on certain products
Does not guarantee leads  

How Retargeting Differs Between the Two:  
Retargeting campaigns can be executed for both Static and Dynamic ads. 


Here are 2 examples that will help you understand better.  

1) Static Ad: A customer who is browsing through a website for a pair of white trainers, can be retargeted with a Static ad on different ad channel.  

2) Dynamic Ad: A customer who is browsing through a website for a pair of white trainers, can be retargeted with a dynamic ad that shows the same white trainers with a 15% discount. This personalizes the experience for the shopper and results in more conversions.