Creating a dynamic advertisement on the Meta can be difficult and lead you to doing more work than you need to for a successful advertising campaign.
So here at Blufire, we want to streamline those efforts and make it easier for you to follow along and make your own dynamic ad.
This article will look to inform you of the need for dynamic ad uses and how to implement them in theory. We recommend reading along so that you can take down the theory to turn around and set up an advertising campaign yourself.
Why use a Meta Dynamic Ad?
Meta regularly updates its algorithms. With the help of artificial intelligence, their dynamic ads now have better targeting and more relevant traffic. The system analyzes how users behave and then shows the relevant content to the audience. Your dynamic ad will have different versions.
For this Levis example, they created a similar campaign but used 3 different photos. Each photo shows a different color of the product on different models. Meta can use these variations to determine which asset works best and target the audience accordingly. Instead of using the light blue color in all ads, they can choose the creative that performs better.
The benefits
Dynamic Ads provide a wide range of benefits that running individual ads do not provide.
Automated Personalisation
Dynamic ads automatically show the most relevant products to users based on their past interactions, browsing behaviour, and preferences. With different assets of copy and creatives in the ad it allows Meta to push the correct combination of the assets to get the best results according to your campaign goals.
Efficient Scaling
Allows advertisers to reach a wide audience without creating individual ads for each product, saving time and resources. For smaller businesses this allows you to test multiple ads at the same time and removes the need to keep track of which ad is which variation of the primary text.
Improved Relevance
Ads are more likely to be relevant to the viewer, potentially increasing engagement and conversion rates.The algorithm that Meta has implemented for dynamic ads pushes the content and combination of assets that is more likely to perform and therefore increasing your chances of not only conversions but also discovering which parts of the ad are working well.
Time Efficiency
Reduces the time spent on ad creation and management, allowing businesses to focus on other aspects. Instead of split testing one aspect of an ad you can spend time testing multiple aspects and focus on other factors in marketing besides split testing.
When do you use Dynamic Ads?
Dynamic Ads are very useful in a marketing campaign where ad creatives and copy writing needs to be tested quickly to discover the appropriate combination of assets. This allows those with smaller budgets (under $10,000) to split tests in one ad and determine where the ad spend can be allocated after that initial testing period with the dynamic ads.
What do you need for a Dynamic Ads Campaign on Meta?
Visual Elements
To achieve your goals, make sure your images and videos attract and engage your target audience. This will encourage them to take the desired action, such as clicking on links to your homepage or making purchases on your Shopify website.
Compelling Copy
Dynamic Ads give you the ability to test multiple versions of primary text and headlines to see what aspects of your copy are resonating with your audience. Testing multiple in one ad helps with putting together a strong ad campaign post the dynamic ads have been run.
Targeting
Before beginning your campaign you will need to consider which audience is right for you. Is it true that Meta’s general audience targeting is relatively accurate but knowing who will buy your product or service is important in general terms to begin dynamic targeting.
Personalisation
Dynamic ads allow you to have multiple versions of the same ad be personalised to the audience that responds to the ad the best. Therefore, a certain audience will see a different variation of the ad to that of an older audience.
How to set up a Dynamic Ad on Meta.
Setting up your product catalogue/ services.
Start by making a catalog. It should have information about your products or services. Include details like descriptions, prices, images, and availability. Then, install the Facebook pixel on your website or the SDK for your mobile app to track user behaviour.
Set up your campaign in Ads Manager
In the Facebook Ads Manager, define your ad objectives, choose your ad format (e.g., single image, carousel), and decide on your copy and CTAs. This setup should be aligned with your business goals and target audience.
Apply the 3-2-2 method
The 3-2-2 method is helpful for smaller brands because it tests the dynamic ad with limited changes on a small budget. The 3-2-2 method is implemented as follows
- Create 3 different creatives
- Create 2 different primary text
- Create 2 different headlines
- This method allows you to test various ad content with the same audience effectively.
Monitor and Optimise
Closely monitor the performance of your ads. You will need to make necessary adjustments based on the insights gained from dynamic creative testing and the 3-2-2 method. You can make ads more interesting, use content made by users, or target people who know your brand.
Best Practices for Dynamic Ads
Selection of Creative Assets
Quality over quantity is important to remember when creating dynamic ads. While up to 30 assets can be uploaded, focusing on high-quality, impactful assets is key to driving growth. This is why we believe in the 3-2-2 method to drive quality over quantity.
Use of Multiple Call-to-Action Buttons
One aspect of a dynamic ad that isn’t covered is the call-to-actions. As part of the variations be sure to test different CTA’s so that no aspect of the ad has not been optimised and you are getting the most out of your ad spend.
Retargeting Strategies
Setting up one dynamic ad is not enough to be successful in social media advertising. This requires a strong follow up campaign of retargeting strategies. No one aspect of Meta ads is the only aspect of a digital strategy. Retargeting shows ads for products users have seen, making the ads more personal and likely better.
Case Study
Fashion&Friends is a multi-brand concept store. After opening physical stores in France, Switzerland, Italy, Austria, Germany, and Slovenia, they decided to use dynamic creative ads. However, converting this traffic into sales was challenging.
The issue
While the store’s opening created engagement in the brand and increased traffic. The brand had trouble converting customers into sales. So, they decided to use Dynamic Creative Advertising. This was part of their digital strategy to increase online and instore sales.
Solution
Fashion&Friends used customised image templates to create engaging dynamic ad creatives to drive Valentine’s Day cyber sales. Fashion & Friends could track and adjust past and current ad campaigns by using audited retargeting.
Fashion&Friends used customised image templates that allows for little variations to create engaging dynamic ad creatives to drive sales during the Valentine’s Day period. This was included with a completed audited retargeting strategy that meant Fashion & Friends could monitor and update both past and current dynamic campaigns and standard ad campaigns. The fashion brand used conditional layers to make different ad versions. This helped them save money by cutting the cost of getting customers by 50%. This helped them get a better return on ad spend (ROAS).
Conclusion
Smaller brands and companies can use Dynamic Ads on Meta to create multiple versions of an ad. This helps them test more aspects of their advertising campaign, even with a limited budget. The 3-2-2 method is a strong way for businesses to upgrade their digital marketing strategy. It helps shift from traditional single ads.
