Here’s Everything You Need To Know
Dynamic creatives allow advertisers to create and deliver different combinations of ads, finding the perfect match of headline, text, image, description, and call-to-action that are more relevant and engaging to their audience.
How do Facebook dynamic creatives work?
Take John, who lives in Miami. John has never really thought about his eating habits but has decided today that he’d like to lose some weight because his “date jeans” don’t fit anymore.
There’s also Laura, who also lives in Miami, and enjoys eating healthy and exercising every day. Laura should probably teach John about portion control, and John could probably help Laura not be so maddeningly perfect. But that’s another story.
Then there’s YOU: the owner of a health food company doing business in the Miami area. You want your marketing material to deliver a message to John AND Laura that will resonate with them, but it may not be realistic in your marketing budget to design a “John-type ad” and a “Laura-type ad”- to say nothing of your other market segments- from scratch. You know messaging is never one-size-fits-all, and that different audiences will respond to individual creative elements- image, copy, timing- differently as well.
It sure would be great to get that all done in one shot!
Here’s where dynamic creatives come in handy. Using them, you’re able to test different creative components to define which combinations give you the best response- mixing and matching creatives and testing the various combos, all live. This lets you maximize the value from Facebook ads budget.
Remember that dynamic creatives are different from dynamic ads– this tool is for testing a variety of creatives around the SAME product. Dynamic ads retarget users with different products.
So, how do you do it?
Let’s see how to create dynamic creatives:
When you create a new campaign on Facebook, after selecting the objective and name of your campaign, go to Ad Set and turn on the “Dynamic Creative” button.
After selecting your audience, placements, budget, and schedule, continue to the next section to edit your ads.
In “Media,” you’re able to add up to 10 images, videos or slideshows. Add ALL the visual creatives you want to test in dynamic ads.
Then, you’re able to add up to 5 texts, headlines, link descriptions, and calls to action as shown below. Again, add all such copy that you want to test, in any combination.
There’s a maximum of assets in each category for a dynamic ad campaign:
- Image or video/slideshow: maximum of 10 images or 10 videos
- Headline: maximum of 5 titles
- Text: maximum of 5 bodies of text
- Description: maximum of 5 descriptions
- Call to action: maximum of 5 CTAs
When you finish editing your dynamic creatives, click Confirm to publish your campaign.
Facebook will automatically generate multiple combinations of your creatives, varying the mash-up to assure each asset is used at least once.
Pretty cool, right?
Why are dynamic creatives awesome?
Glad you asked. After using this new feature for a number of different client campaigns, we’ve gotten consistently positive results in a few areas:
We’ve actually found that dynamic creatives are a better testing tool than the split testing feature. Seriously! (We were surprised, too.) You can test up to 30 components at the same time while simultaneously measuring efficacy, which is the equivalent of running a couple of dozen split tests (and measuring KPIs over weeks of separate campaigns).
2. Efficiency and budget
Dynamic creatives allow you to learn which assets are performing better, faster, letting you optimize content for the best performing ads and move on to your next project. Getting your best material out sooner means quicker campaign results, which translates to lower costs for running or boosting ads.
3. Mastering personalization
John and Laura from our first example will probably respond to very different content, with the same hopeful outcome- buying your health food. John might be motivated by content emphasizing results- eating right will take the unwanted weight off- whereas Laura will likely respond better to messaging that your health food fits into her existing lifestyle of wellness and self-care. Using dynamic ads will let you try a potentially wide range of combos for John AND Laura, letting you learn how their demographics respond- simultaneously.
Bear in mind also that dynamic creatives aren’t intended as a long-term strategy; this is a research tool, designed to help you quickly sort out what works. As a long-term campaign, it is less effective than a targeted campaign using creatives in combinations that you know to be successful.
It’s important to highlight again that dynamic creatives are different from dynamic ads. Dynamic creatives are used to find the best ad combination around the same product.
Dynamic creatives, used properly, will let you maximize the value of your Facebook campaigns, and save a lot of time and money. Does it sound great, but overwhelming? Can’t wait to try it, but you don’t have a ton of creatives (or want better ones)? We should talk, right now- we’re passionate about great advertising, creative content, fun design, and helping people succeed in telling their brand’s story.
So, what do you think of dynamic creatives? Have you tried this feature yet?