What are Dynamic Product Ads (DPAs)

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If you’ve ever browsed a fashion site, clicked away, and then spotted that same dress or jacket in your instagram feed later - that’s a Dynamic Product Ad (DPA) in action.

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DPAs automatically pull items from your product catalogue and show them to shoppers who have already engaged with your brand. 

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They update in real time, meaning your newest arrivals, back-in-stock pieces or trending products can appear instantly without additional setup or design work. 

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For fashion brands, DPAs are the backbone of high-performing retargeting. In this article, we’re going to breakdown how fashion brands can level up their DPAs.

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Build a Dedicated Feed for Social DPAs

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Avoid using your standard Google Shopping feed for Meta or TikTok.

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These platforms are highly visual and the traditional long titles and category-driven structure simply don’t work as well.

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Your DPA feed should be simple, clean, and made for how people scroll, not search.

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That means:

• Short, readable titles
• Clear product names (no long SEO text)
• Lifestyle imagery instead of plain cutouts.

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Think of it as the social version of your product catalogue - built for thumb-stopping moments, not algorithms. 

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Don’t Just Use a Google Shopping Feed

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If you’re reusing the same feed across Google and Meta, you’re limiting what DPAs can do.

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Social feeds should give you flexibility - space for custom fields like:

• Lifestyle image links
• Custom product labels (e.g. New In, Best Seller)
• Seasonal or themed categories.

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These tweaks help you group and control what products show up in each ad set - making your catalogue feel more curated, not random. 

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Shorten Titles So They’re Easy to Read

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Long, descriptive product names get cut off on mobile. 

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Instead of:

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“Women’s Floral Silk Maxi Dress in Emerald Green”

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Try:

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“Silk Maxi Dress - Emerald”

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Shorter titles read better, feel more premium, and let your visuals do the talking. Remember that the target user has very likely already engaged with your brand/website. 

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Consolidate Variants into One Parent SKU

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If you’ve got ten size or colour variants of the same product, don’t clutter your dynamic carousels with all of them.

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Group them under one parent SKU and add simple overlays like:

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“Available in 5 Colours” or “Sizes XS - XL”

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It keeps your ad layout clean, your feed lighter, and the user experience smoother. 

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Test Overlaying Frames or Using a Cover Image or Video

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Small creative tweaks can make a huge difference. 

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Try adding brand frames, subtle logos, or short on-image CTAs. 

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You can also experiment with a cover image or short looping video that shows the product being worn. 

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It breaks up the typical static look of catalogue ads and makes your brand feel more dynamic and high-end.

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Curate Seasonal or Themed Product Sets

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Don’t let Meta decide which products to show. Curate your own themed product sets that align with your campaigns.

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For example:

• Summer Occasionwear - Linenwear, heels, woven bags
• Autumn Layers - knits, coats, and boots
• Evening Edit - elegant dresses and statement jewellery
  
  

This turns your DPAs into mini-collections that feel intentional - and much more brand-led.

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Redesign your DPAs with tools like Confect

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If you want to go beyond standard layouts, tools like Confect let you completely redesign your DPAs.

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You can apply your fonts, brand colours, and creative templates - turning catalogue ads into something that actually looks like a campaign. 

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A great example of this is The Fold, whose campaign (built with Confect) increased ROAS by 134%.

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Their DPAs combined lifestyle imagery with close-up detail shots, layered clean typography and logo placement, and stayed consistent across every ad. 

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The result? Their catalogue ads look editorial. You can see it here.

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Keep Testing and Refreshing

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DPAs shouldn’t be “set and forget”.

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Rotate creative templates every few weeks, refresh your product sets seasonally, and keep an eye on which combinations of visuals and audiences are driving the best returns. 

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Fashion changes fast - your ads should evolve with it. 

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Final Thoughts? 

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Dynamic Product Ads are one of the simplest yet most effective ways for fashion brands to drive performance while keeping their brand front and centre. When built with intention — from a clean feed and curated product sets to consistent creative — they stop feeling like automated ads and start feeling like a true extension of your brand identity.

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At Adnomics, we help fashion brands bring that balance to life — combining data, design, and strategy to make catalogue ads that not only convert, but look beautiful doing it.

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