Personalized Ads Just Got Easier with Facebook’s New Dynamic Creative Feature

Fri Feb 23 2018
Terilyn Walker

Did you know that 85% of a Facebook ad’s performance is based on it’s image? It’s no secret that people hate seeing the same ad over and over again. What you may not know, is that Facebook will penalize you for using stale creative.

Personalized creative ads are the key to Facebook ads’ success, but in the past it has been a complex process to determine what type of content works best for each audience. Testing dozens of different ads and reporting on their performance has been time-consuming, not to mention expensive, with Facebook’s native tools. In fact, many advertisers report using over half of their entire budget to find the best performing image for each audience. Facebook’s recently launched Dynamic creative tool is aimed at helping marketers to quickly and efficiently test their ads at scale.

“Dynamic creative is a tool in Power Editor and the updated Ads Manager that automatically delivers the best combinations of your creative assets. It finds the best ad creative combinations by taking the components of the ad (images, videos, titles, descriptions, CTAs, etc.) and running different combinations of these assets across audiences.” —Facebook

How Dynamic Creative works

Dynamic creative allows you to test a combination of up to 30 assets, with the following maximum restrictions per asset feed:

  • 5 titles
  • 10 images or videos
  • 5 bodies of text
  • 5 descriptions
  • 5 Calls to Actions (CTAs)

You can then view the performance of each ad creative by clicking “breakdown” and selecting “by asset.” Then, you can see the Results, Cost per Result, and Click Thru Rate (CTR) of your creatives by each variable. You also have the ability to break it down by Age & Gender to see what type of people interact with your ads.

Before this new addition to Facebook Power Editor, there was no easy way to create and test ads with several different variables. You would have had to make make an ad, copy it, change one variable, and repeat the process an infinite amount of times.  

With Dynamic creative, you can:

  • Create multiple ads easier
  • Spend less time optimizing your ads
  • Save money on ad costs.

Facebook’s algorithm, in the past, also resulted in the majority of ad spend being allocated to only 2-3 ads in an ad set. Now, ad teams can test 50 creative variations to find the best ads—something that would have been incredibly time-consuming to set up and difficult to report on in the past.

Why Dynamic Creative and Personalized Content Are Important

Advertisers on Facebook must diversify and refresh their content regularly in order to remain relevant to their audience and to avoid paying the price for low-quality scores. At AspireIQ, we advise our clients to diversify their ad content and to test as many images as possible.

We can automatically reach a huge audience with personalized recommendations from our catalog of more than seven million products. With dynamic ads, we are beating our customer acquisition efficiency target by more than 20% at a scale that is meaningful to our business.
— Jess Jacobs, Director of Marketing at Wayfair

Facebook is finally shifting its focus and encouraging brands to create more diverse content while helping them test it’s performance. Facebook’s goal is to ensure that users are getting the best experience possible while scrolling through their feeds. The truth is, consumers don’t mind seeing ads if the ads are actually related to their interests. This is why the advertisers who get the best results are sourcing large amounts of relevant content customized for each of their audiences.

With a large number of audiences and variables to test, the best way that brands can source enough personalized content is with influencers. Influencer-generated content is less expensive and scalable, and social media campaigns see a 50% increase in engagement when they incorporate influencer-generated content.

With Dynamic creative, you can now easily determine what type of influencer-generated content, headlines, and copy perform best with each audience. As a result, your audience will always be served the content that will resonate the most with them, and your ads will always drive the best results.

Additional information you might find useful:

Interested in scaling content creation? Contact one of our experts at [email protected]

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