As many social media advertisers know, finding the most successful combinations of creative and messaging is essential to running an optimal Facebook campaign. Questions you might ask yourself include: which ad creative size will bring in the most video views? What headline will help increase click-through-rate?
To find out the answers to questions like this, you’ll need to test several ad elements against each other. That requires creating multiple ads and changing each variable manually (creative, copy, headline, etc.) … but it doesn’t have to be this complicated! Let’s dive into how using dynamic creatives in your Facebook ads can streamline this process and drastically improve campaign success.
What is Dynamic Creative?
Dynamic creative is a feature in Facebook Ads Manager that allows you to create a more personalized ad experience that tailors different variables of your ad(s) to each user who views it. Using machine learning, dynamic creative automatically delivers the best version of the ad to the user in a way that they’re most likely to complete your optimization event.
Dynamic creative allows you to change elements of your ad, and new creatives are built for you automatically. This allows for a more personalized ad experience – which has recently become more important than ever. In fact, according to a personalized ads survey from Facebook and Deloitte:
Small businesses using personalized ads were 16% more likely to report positive sales growth in the past year in comparison to those that did not use personalized ads.
Using dynamic creative in your Facebook ads should be a part of every social media strategy.
How to Use Dynamic Creative
1. Create a New Campaign
Start by opening Facebook Ads Manager and creating a new campaign. Click the green “create” button to open the creation prompt. Choose a campaign objective and fill out a campaign name.
2. Toggle on Dynamic Creative
At the ad set level, toggle on the dynamic creative option. You can find this right below your conversion event.
3. Upload Ad Creative Variations
At the ad level, upload up to 10 different versions of images and/or videos that you’d like to test.
4. Create Primary Text Variations
Craft up to 5 different primary text options.
5. Create Headline Variations
Choose 5 different headlines to test.
6. Choose Your Call to Actions (CTAs)
Choose up to 5 different call-to-action options for your ad from the list available.
7. BONUS! Personalized Creative Optimization
As an additional feature, you can toggle on the “optimize creative per person” option. Doing this will allow Facebook to make even more optimizations to your ad like:
- Additional image enhancements and resizing
- Applying music best fit for your creative
- Turning your images into videos
- Enabling text and headline swaps
- Applying a template to your creatives for stories placements
You can even see the potential versions of your dynamic ad by clicking the “See possible optimizations” link.
Facebook Dynamic Creative Case Study
Facebook’s dynamic creative case study details the campaign performance increases the company TravelNest saw after incorporating dynamic creative into their ads.
After just one quarter, TravelNest saw a 24% decrease in website signups and a 2.7X increase in conversion rate.
Contact Efferent Media for Facebook Ad Success
The social media marketing professionals at Efferent Media are well-versed in the latest Facebook optimization techniques and strategies. With dynamic creative, along with a full social media advertising strategy, our specialists can help develop a social media strategy for your business goals. Reach out to schedule a meeting or give us a call directly at (631) 867-0900.