Dynamo or hype? Exploring Facebook’s new Dynamic Creative ad format
04 October 2019 Scott Murcott
Dynamic Creative automatically generates combinations of your assets and delivers unique ads to different audiences. By doing so, a paid media agency can gain an accurate understanding of what resonates with different audience demographics.
How does it differ from other formats?
The difference lies in execution and automation. Where before a paid media agency would have to take specific creative assets — copy, visuals, CTAs — and manually piece them together in Facebook Ads, Dynamic Creative automatically generates and optimises ads from multiple variants.
These are the variables you’ll be working with:
A maximum of 5 titles.
Up to 10 images or videos.
5 bodies of text.
5 description variants.
Up to 5 CTAs.
All-in-all, that’s 30 unique assets. Which means that 5 titles and 10 images get you 50 distinct ads. That’s pretty remarkable!
Strengths and weaknesses
We’re big on positivity at MPULL, so let’s highlight the format’s strengths first:
Optimising your campaigns is less of a time sink because Facebook can break down the performance of each separate asset.
Marketers can save time and money. Instead of your resources having to create multiple content pieces, Dynamic Creative assembles a multitude of targeted ads from fewer assets.
Dynamic Creative will eventually negate the need for software and plugins to automate multiple ads. This means that agencies will save on the monthly costs of publishing tools in the near future.
By generating multiple ads with fewer assets, the format makes your creative go further.
And now, the weaknesses:
As the format is young, the jury is still out on Dynamic Creative’s ability to deliver long-term campaign success.
Facebook’s dynamic ads take longer to gain traction than traditional executions.
As of now, you can’t create an ad featuring both image and video.
Only one dynamic ad can be created from each set.
Though Facebook’s Dynamic Creative makes ad creation easier, you can still tweak and improve your campaigns to get the most out of it:
Quality over quantity: Though the format allows for 30 assets, it’s best to select only your strongest creative. Remember that each piece of content needs to make sense when combined with the others.
Bolster your tracking:Facebook Pixel collects data to help you ‘track conversions from Facebook ads, optimise ads, build targeted audiences for future ads, and remarket.’ Combining it with Dynamic Creative will give you an even better understanding of your website traffic.
The sound of silence: Most Facebook users watch video without sound. Use closed captions, arresting visuals, and place your brand message in the first few seconds to capitalise on this behaviour.
Experiment with CTAs: What action do you want users to take once they’ve seen your ad? Deploy call-to-action variants to see which work best and why.
Campaign budget optimisation (CBO): With one dynamic ad per ad set, you can use identical targeting over multiple sets. By focusing each dynamic ad on a particular pain point, your CBO can articulate which ad set/pain point combination resonates with users.
Seeking online growth? Reach out to the specialists
MPULL is a digital CRM and customer experience agency with years of paid media experience under our belts. We specialise is designing expansive, data-driven customer journeys that target.
Get in touch with us for a tailor-made digital strategy that will have the customers coming to you.