Lisa Jeannet, Paid Media Specialist

Symposia Labs
September 7, 2018

How to Use Dynamic Creative Ads on Facebook

If you run an e-commerce store or if you like doing a lot of testing when it comes to advertising, Dynamic Creative Ads are the way to go. If you have used a tool, such as AdEspresso for example, you are aware of the multiple creatives they set up when you launch a new campaign:

Split testing (also called A/B testing) is the act of running similar ads to see which performs better. Using ads that differ in copy, graphics, call to action, etc., allows you to identify which element is helpful to the performance.

This can be done with Facebook ads using the following campaigns:

  1. Traffic
  2. Conversions
  3. App Installs

Symposia tested ads using all three of these campaigns. In this blog post, we will show you how to take full advantage of Dynamic Creative Ads

Dynamic Creatives Ads are the way to go when you run an e-commerce store. You would typically use it for remarketing purposes after users visited your website and you want them to come back. However, we have also tested it at the beginning of our sales funnel for an app install campaign and it gave us great results as well. (We were optimizing for in app purchase and mobile app purchase)

 

How to Set up Your Dynamic Creative Ads

First, this is typically what you will see when you have already created a Traffic/Conversion/App Install campaign at the ad set level:

Now, this particular ad set is already using dynamic creative but I am going to show you how to create a campaign from scratch.

We’ll start by creating a conversion campaign for this test but remember that you can also create a traffic or an app install campaign to be able to use the Dynamic Creative Ads. For this tutorial, I am using Ads Manager via Business Manager.

After clicking on + Create at the top (the big green button), you’ll see this:


Enter the campaign name, the Ad Set name and the Ad name.

Then click on “Save to Draft”. Now click on your campaign name, you will be at the ad set level, hover to your ad set name and click on edit. This is what you will see:

Switch the button and you’ll see this:

Click Continue.

Now click on the ad set name and you will be at the ad level.

First, make sure to “select images.”

You can select up to 10 images and I would advise to actually pick 10. When you have selected them all, click on Confirm.


Now that you have selected all your images, it’s time to “add your text.”

Start by typing your first text aka copy. Then click on the + Add button to add more:

You can add up to 5 texts. Again, I advise you to add all of them!

The next A/B testing you’ll be able to perform is the “Headline”, again you can add up to 5 and same goes with the News Feed Link Description.

Once you are done with this, you need to select the “Call to Action”, this one is probably one of the most important thing to add!

Again, you can select up to 5 but I would probably advise to test “Learn More” and “Shop Now” if you have an e-commerce store, or “Play Game” and “Learn More” if you do an app install campaign.

Now that everything is set up, it’s time to look at all the variations!

Now click on “View More Variations” and you’ll be able to see them all. As you can see, Facebook will create a lot of them!

It’s now time to publish your campaign and in a couple days you’ll begin seeing some results.

 

How to Check the Results?

Go back to your ads and select Breakdown (on the right end side). Now select “By Dynamic Creative Asset” and you can select them one by one:

For example, we are selecting “text.” As you can see, two different texts are working much better than the other three, so it will be easy for us to then work on a Single Image Ad to add to our campaign. The goal here is to find which creative is working best and then be able to create either a Single Image ad or a Carousel ad to see if it gives even more results than the Dynamic Creative one!

Over the past 2 months, we have been able to create different Dynamic Creative Sets for very different clients. We have been very happy with the results! Every time we find a great combination, we add it to our Single Image ad set and work on more Dynamic Creative sets to test more variations. This will save you a lot of time when doing A/B testing and you won’t have to create 5 ads within the same ad set anymore! Remember that you can only test 5 variations so if you need to test 15 ads then you will have to create 3 different Dynamic Creative Sets.