Paul S, Author at BlitzMetrics

How To Write Facebook Dynamic Creative Ads

If writing is a challenge for you, the prospect of having to write multiple headlines and texts for a Dynamic Creative ad may stress you out. Fortunately, the more you write, the better (and faster) you’ll get.

To help out, here are 13 angles you can try in your Dynamic Creative campaigns:

The “New” Angle – Brand New Burger Truck Open Now! Vegetarian-friendly too.
The “SHOUT” Angle – RED OWL BURGERS AND BREW NOW OPEN! FRIES! BEER! VEGANS LOVE THE IMPOSSIBLE BURGER!
The “How to Yay w/o Boo” Angle – How to satisfy that burger and beer craving without messing up your kitchen: Red Owl Burgers and Brew 🍔🍺
The “Inclusion” Angle – Join your people and feed yourself burgers and beer amongst friends.
The “Exclusion” Angle – Burgers! Beers! Red Owl! No wimpy drive-thru burgers allowed!
The “Benefit” Angle – Red Owl Burger and Brews. Enjoy the mouth-watering smell of our craft burgers.
The “Logic” Angle – Don’t you love a high-quality burger AND beer. So do we. That’s all we sell. Why not come by tonight? Have you eaten yet?
The “Man on a Mission” Angle – Paul Benson was on a mission to deliver world-class burgers out of a food truck. Not only did he nail it, but he also nailed it for vegetarians. Mission accomplished!
The “Newsjack” Angle – This angle is about taking any of these angles and hooking into a topical event. Right now, as I write this in early May 2019 as an American, I could talk about the Mueller report and somehow connect it to food and burgers. Or beer, for a fun spin on things (i.e. ‘Sorry for the Mueller Report everyone, they got hammered at Red Owl Burgers & Brews first…’).
The “Gain” Angle – You know that satisfying feeling when there is a burger and some beer in your belly? You can have that. Right now.
The “Dog Whistle” Angle – Burger and Beer Lovers! Come to Red Owl Burger & Brews 🍔🍺
The “Touchstone” Angle – If you were in the kitchen with Paul Benson in 2018, you witnessed the evolution of today’s notoriously good burgers. While that part is history, you can benefit from all that hard work and testing now.
The “Fear of Missing Out” Angle – The smell of cooking burgers..the crisp, refreshing beers…you wish you were here.

Remember, you can also use these for headline ideas too.

Don’t overthink it. People are reasonably forgiving of bad writing. Over time, you’ll improve. And thanks to Dynamic Creative, you’ll be able to see which kinds of angles work for your audience (and, more importantly, which don’t). You can always write variations of the same aspects. The same goes for images when using Dynamic Creation: you can find similar or modified versions of working ones.

Yee haw! You kind of know how to get some kind of results from Facebook ads…

…or…

…you have no idea what you are doing!

If you fall somewhere in that gap, I’m going to show you a not-so-secret trick to becoming better at ads AND seeing more results.

I know this sounds hypey because it is.

Here is what you need to know: Dynamic Creative is a self-optimizing ad. If that didn’t blow your mind, imagine an ad that learns what kind of headline, and image, and text (and so on) is best for your chosen target(s).

So yeah, let me continue to hype this up before I explain how simple it is to use.

You see, this idea of figuring out which combination of content works best is known as multivariate testing. It sounds fancy because it is complex data and statistics work. And it used to be very expensive to set up and learn from. Website technology that can do this has been around for a while. But ads, those still require great skill to perform a multivariate test- until now.

The average person can pick a few images, write a few headlines, and come up with a few texts, and away they go!

Facebook will take all those things and figure out which of those different elements are effective and in what combination.

This is a multivariate test on an ad; a self-optimizing ad.

The best part- even if you are bad at writing, you’ll be able to see what is landing with your audience quickly.

Now that I’ve thoroughly hyped this up with big words and such, let’s get down to business and show you exactly how to do this.

One thing to note is that I’ll only be talking about the Dynamic Creative feature itself. There won’t be any strategy or targeting training. Assume you have a website page and you want to drive traffic from some Facebook audience.

How To Create Facebook Dynamic Creative Ads

Pre-requisites:

A webpage to drive traffic
Facebook Page
Facebook Ad Account

Go to the Ads Manager and create a new Traffic campaign
In the Ad Set for the campaign, near the top of the page, toggle Dynamic Creative. You may be asked if you are sure you want to use this feature, confirm.
Proceed with your Targeting
In the Ad for the campaign, you’ll notice that most ad objects have a + sign. This allows you to load multiple versions of that object.
Load your various assets:
- Up to 10 images; remember to optimize the crop on each one!
- Up to five post texts
- Up to five headlines
- You can choose multiple CTA
Publish the campaign
Duplicate ad set and adjust targeting (if you want to run against multiple targets)

How To Report On Facebook Dynamic Creative Ads

Reporting on Dynamic Creative results can be a bit tricky if you don’t know where to look. The secret is in the Breakdown dropdown. It holds a treasure trove of insight.

Pre-requisites:

An active (or inactive) campaign with Dynamic Creative

Go to the Ads Manager and navigate to the campaign with Dynamic Creative
Go down to the Ad level for the campaign; you may also want to stay at the Ad Set level if there was multiple targeting efforts.
Near the top right of the data, use the Breakdown Dropdown and choose which Dynamic Creative asset you want to compare
There is also the Combination which will show the winning overall combination of assets; this will only work if enough impressions were made.