App marketers can now use dynamic creative on Facebook. This feature takes an advertiser’s raw creative assets like images or videos, headlines, descriptive text, and CTA buttons and then automatically combines them into the best ad creative for each Facebook ad impression.
This feature makes it easy to follow a best practice of Facebook advertising, which is to tailor ad creatives to different segments of users. It’s also beneficial in that it increases the relevance of your ads while decreasing ad fatigue by keeping your ads fresh.
Here are four ways to use this feature to your advantage:
1. Tailor ad creatives to each of your audience segments
If you’ve already segmented your audience on Facebook, then dynamic creative can help you get the most out of your segmentation work. Normally, tailoring creatives for each segment takes time because a designer has to design custom ads for each segment. Dynamic creative eliminates manual design work by automating the creative process. It also solves for the reality that what worked in the past may not work in the present by continuously testing new combinations of assets.
2. Figure out what combination of assets makes a good ad
When you’re unsure of what makes a good ad, you can let Facebook figure it out. Just give it a lot of assets to work with and it won’t take long to see the results. A reporting tool will show you which combinations work the best with each of your audience segments.
3. Learn which product-related creative assets make ads perform better
Clearly, dynamic creative is ideal for companies with a single brand, product, or service to market. However, it can also be used to help retailers that have many products to market. Each dynamic creative ad unit on Facebook accepts up to 30 image or video assets. So, retailers can use this to test many creative assets related to their best selling products and then find out which of these assets performed the best. This falls short of what can be done with feed-based dynamic ads on Facebook, however it still poses a good option for companies that don’t need to expose their whole product catalog into their Facebook ads.
4. Adjust your ad creatives to align with current events or holidays
Refreshing a dynamic creative on Facebook is so simple that advertisers can do so at any time for any reason. Current events and holidays present two really good opportunities to refresh ad creative. Let’s say an advertiser uses stock photography of happy people in their ads. For Halloween, they can swap that out with stock photography of happy people in Halloween costumes. For Christmas, they can swap that out with happy people admiring a decorated tree. And, they don’t have to settle on the one best image to use themselves, they can upload many images and let Facebook choose the best image for each ad impression.
Overall, Facebook’s dynamic creative gives advertisers the flexibility to tailor their ads to audiences and keep their ads fresh with little to no design resources. It’s a promising way to get better results out of Facebook ad campaigns. In an FAQ for developers, Facebook says, “We believe that this ads optimization model gets trained with more advertiser data over time, you should be able to consistently get higher ROI using dynamic creative compared to the existing delivery system.”