[New] Hero Cards for Ad Personalization With Carousel Ads¶
DPA now introduces the static Hero Card. This is a new ad personalization feature that lets advertisers customize the first card in DPA carousel ads with rich images and highly personalized messages.
That means, you can introduce your brand or launch new product offerings, in addition to highlighting promotions for increased user engagement and performance. Users will then be motivated to discover more products from your offerings, as they swipe and browse other products in the carousel.
Hero cards, which are the first to appear in the carousel, are available for Shopping campaigns, both for advertiser Retargeting and Prospecting campaigns.
Hero Cards drive higher performance for Retargeting demand.
Grabs the attention of new users for prospecting advertisers, which leads to new user growth and higher retentions.
Advertisers can easily build Hero Cards in the Native Ad Platform UI to create hybrid experiences by defining one or multiple cards that are the same in all ads, while the remaining carousel cards are filled with dynamic content.
An Industry Example¶
The following illustrates how eBay uses static cards in the heavy equipment category and how Dynamic Image Templates are used to automatically generate and update personalized product ads.
The end static card appears as shown:
How It Works¶
To showcase and promote clearance on jewelry, for example, this brand advertiser used Hero Cards to grab user attention to the product users who have engaged with or are interested in their offerings.
The first card created is static and remains the same until changed.
The second and third cards (and beyond) remain dynamic and are pulled from the feed.
This follows the same format of the first card, which is static, and the remaining cards which are dynamic from the feed.
Hero Card Specifications¶
The requirements for Hero Cards are the same as for static native ads:
627x627 image - pay close attention to the 627x627 requirement
On the Desktop, the Carousel Ad unit uses the 627x627 image for the first card. Keep that in mind when you’re cropping or selecting an image. This is especially important if the image contains text.
Ad Title - 50 characters
Ad Description - 150 characters
Setup in the Native Ad Platform UI¶
From the Campaign > Ad group, click the Shopping ad. Build cards for products is now visible.
Click the Hero option.
Fill in your Hero card elements.
Save the Ad.
The Hero Card is the first ad or product card in the carousel and multi-image ad format.
Available for Shopping campaigns: both Retargeting and Prospecting.
Any single image format (mail pencil) cannot use the static cards.
Static cards are not required. - Enabled through toggle at the ad level. The default is the “Enabled” state. - Note that if the toggle for the Hero Card is off and the ad is saved, all of the Hero Card elements are wiped clean.
Non-static cards will remain dynamic and follow the ad template.
When combined with 2 other products for a total of 3, the Hero Card will show. - Hero Card will not be shown with less. - Hero Card will not show by itself as a standalone ad.
Ad Specs for the static cards remain the same as native static ads.
Hero Cards will support a separate CTA for mobile carousel placements and can have a different CTA from the rest of the dynamic products in the carousel.
Clicks on the Hero Card will redirect the user to the landing page customized in the static card template.
The Hero Card will inherit the impression tracking used by the rest of the ad template.
Hero card clicks will be charged on a CPC basis - the same as DPA ads.