Now Use Dynamic Ads in Guided Creation

December 27, 2019
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Are you using Guided Creation in the Facebook Ads Manager? Now you can also build Dynamic Ads in Guided Creation as of December.

What are Dynamic Ads?

Dynamic Ads prioritize content automatically for different audiences. For example, when you upload a variety of photos and set different call to action buttons all within one ad, Facebook will show different combinations to different audiences.
Which ads they show to whom is based on machine learning, and you cannot control how Facebook shows the ads. There is a level of trust involved in dynamic advertising, but most advertisers provide favorable feedback to the ad type.

Why use Dynamic Ads?

Dynamic Ads work especially well for dynamic retargeting for businesses with product catalogs. Dynamic retargeting with the pixel shows your catalog ads to those who have browsed your online shop or even abandoned their carts.
Dynamic retargeting will automatically show your catalog in Facebook to users who have visited your website. The dynamic function will use the pixel to show images or videos that your customer is most likely to respond to.
This takes the guesswork out of designing ads. The dynamic format uses Facebook data to anticipate ad assets that will drive more conversions. 

What About Advertisers with No Product Catalogs?

For advertisers who are not promoting their online catalog, ad assets require more consideration, as you must upload your own images or videos. Facebook offers recommendations and best practices for advertisers uploading their own dynamic content.
Here are some best practices from Facebook for Dynamic Advertising:

Choose assets that make sense together when combined: You can choose up to 30 assets for your dynamic creative ad. However, we recommend that you prioritize quality over quantity. It's better to combine 2 strong assets than several assets you're not as confident about. If you don't have a lot of image and video assets yet, you can also combine multiple text assets as an easy way to get started.

Use multiple call-to-action buttons: What do you want people to do after they see your ad? Try a few different buttons to find out which are effective.

Reach the right people: Combine dynamic creative with Facebook Pixel so you can track the results of your ads and understand who's visiting your website. Learn more about Facebook Pixel.

Keep text short, clear and to the point: People scan Facebook and Instagram Feed and stories very quickly.

Draw attention to your image: Create ads with a single point of focus. Check out our design tips to get started.

Make images more noticeable with movement: Add time-lapse, looping and animation with free and easy-to-use apps like Hyperlapse, Boomerang, Legend, Videoshop, Adobe PhotoShop Express and Adobe Spark.

Avoid text on top of images: Use the text, headline and link description fields instead. You can also add a text overlay. Learn more about best practices for text in ad images.

Put the most captivating elements of your video in the first few seconds: Showcase your brand identity right away so people see and remember it, then bookend with your brand at the end. Trim your video to 15 seconds or less.

Design video for sound off but delight with sound on: People choose to watch videos with sound off in many situations, such as in public places. To design for sound off, use text and graphics, tell your story visually and use captions where you can (either with auto-captioning tools or an SRT file).

Choose the best aspect ratio for the placement: Most people hold their phones vertically so choose a vertical aspect ratio for Facebook and Instagram Feed and stories to cover more screen area.

Dynamic Ads can be previewed. In order to preview variations of your ad. Click View More Variations to preview your ads.

If you're looking for ways to take the guesswork out of ad combinations and to start putting machine learning to work for your ad campaigns, dynamic content is one way to start.

Dynamic content does not replace split A/B testing for your campaigns, as only some of the data on dynamic users is available. If you're looking for more rigorous information on how users interact with different ad sets, you will still need to use A/B testing with your content.

What's A/B testing? Simply put, when you serve two different ads to audiences and see which ads more positively impact them. You can do the same with home pages and landing pages on your website.

No matter what you're working on, it's important to not put all your eggs in one basket as the saying holds. Try split testing and dynamic ads to make your ad campaigns more aggressive.

Looking for help with Facebook Dynamic Content? Call Cote Media today! 

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