Dynamic Creative Ads (Part 1) - The Best Way To Test Ads On Meta

Level 3 - Virgin Media Buyer

Welcome back to another round of Meta advertising goodies!

Today we’re breaking down dynamic creative ads, my favorite ad format for ad testing and scaling.

Specifically in part 1, we’re covering what dynamic creative ads are, why this ad format is powerful for testing/scaling, and how to use this ad format in your ad accounts.

In part 2 (coming soon), we will break down the exact dynamic creative strategy I use in my ad accounts.

What Are Dynamic Creative Ads

Dynamic creative ads are a Meta ad format that allows you to load up a single ad with multiple ad elements like creative and copy.

When the ad begins running, Meta will use these elements to dynamically generate ad combinations optimized for your target audience.

You can load up an ad with:

• 10 images or 10 videos

  • *I do not suggest mixing video and image when using this ad format

• 5 primary texts

• 5 headlines

• 5 descriptions

• 5 call to actions (CTA’s)

**Media Buyer Note: I recommend using the 3:2:2 format to maximize budget delivery when using this ad format. 3 creatives, 2 primary texts, 2 headlines, and 1 landing page.

Why Dynamic Creative Ads Powerful

Dynamic creative ads are powerful because they give Meta more ammunition to find winning ad variations that will drive performance.

For example, one ad that does not use any dynamic elements will only have one version for Meta to display to users.

A dynamic ad that uses the 3:2:2 method (3 creatives, 2 primary texts, and 2 headlines) will have 12 combinations to test, increasing our likelihood of finding an ad variation that drives the performance we’re looking for.

We’re basically giving the Meta algo more room to do its thing.

How To Use The Dynamic Creative Ad Format

To use this ad format in your ad account, toggle on the Dynamic Creative setting found at the ad set level, then proceed to create your dynamic ad at the ad level.

*Please note that when using this ad format, you can only run one ad per ad set.

If using the 3:2:2 method, make sure all ad elements are related to each other so every variation makes sense when served to users.

For example: An image with a hat, combined with a headline talking about a shirt will not do well (obvi). Keep all ad elements relevant to each other so they make sense when serving to users.

When it comes to budget, I recommend starting around 50/day minimum, then adjust spend up/down based on performance.

Since a dynamic creative ad can potentially serve 12 ad variations, you will need more budget to get this ad off the ground.

How To Find Your Winning Ad Element

Option 1: Facebook Post With Comments

After your dynamic ads begin driving in conversions, you can find the winning combinations by previewing the ad and clicking “Facebook Post with Comments”.

Once you navigate to the comments page, the ad variations displayed first will typically be the top-performing ad combos.

*Please note this isn’t always the case, especially if the ad test is young and hasn’t received enough budget to run all variations. Check which specific ad elements are driving performance by breaking out performance by dynamic creative element.

Option 2: Breakdown By Dynamic Creative Element

This is hands down the strongest reporting tool for dynamic creative ads.

To see which ad elements are the main drivers of performance, click on the dynamic ads you would like to see.

Then, click Breakdown in Ads Manager (towards the right corner)

Scroll to the bottom of the breakdowns and select “By dynamic creative element”

Now choose the dynamic element you would like to see performance for.

When it’s time for your next dynamic creative test, build out an ad that has a higher chance of success using the data here.

Part 2 coming soon!

Stay sendy 🤙

#WAGMI