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