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When would you NOT use Dynamic Creative on FB?
Been experimenting with it and it’s delivered great results. Reminds me of google smart display campaigns. I’m trying to think of when it’s NOT good to use them, especially considering now you can craft up to 5 headlines, descriptions and CTAs with the images.
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5 Replies
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Do you mean Facebook DCO or Dynamic Creative ads produced from the feed?
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I always use it. Being able to see which assets within the DC set are performing the best is a nice way to test a bunch of different creatives and guide you when it comes to selecting the designs to refine further. I work exclusively with app install campaigns, so this is very much like Google UAC except with much better creative performance breakdowns.
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I guess you wouldn’t use it when your ad text relates directly to the picture e.g There’s a snail on a skateboard and your description is “Be like the snail on the skateboard.”
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When the set up or budget isn’t worth the trouble?
Dynamic creative in fb is much different than GDN display because GDN display sucks in general and their dynamic display is really low quality.
We use adocado for all of our advanced programmatic clients along with feedonomics for a much cleaner and better performing display strategy.
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I use it Dynamic Creative all the time, but don’t feel pressure to use all 10 / 5 variants unless you think the additional variant is worthwhile. There is a tax to FB learning something doesn’t work well and the benefit of that learning should outweigh the tax. Also, the learnings from variant performance in the breakdowns are certainly interesting, but I haven’t seen any confirmation that the permutations are ‘balanced’ and that a given image, for example, will have the same distribution of Ad Headlines as another image. So it could be that your image is doing great, or it could be that is just got paired with the best Ad Headline more often.
