#4 - A Deep Dive Into Facebook Ads Dynamic Creative

15th August 2021

Hey,

Welcome to the 4th edition of Author Ads Insider; I hope you are having a wonderful weekend and enjoying your Sunday. 

Today's topic is Facebook Ads, in particular, your Ad Creative...

Testing your images, headlines, primary text, descriptions and buttons on your Facebook Ads takes time, money and energy away from your writing. 

What if I told there was a way to throw some stuff at Facebook and let Facebook do the heavy lifting (i.e. testing) for you?

Well, whilst this may sound too good to be true, it is actually possible, using something called Dynamic Creative. 

And this is exactly what I'm going to show you how to setup today...

Before that though, when should you use Dynamic Creative and, more importantly, should you use it at all?

Here are the 3 main scenarios I where I recommend using Dynamic Creative:

- When just starting out with Facebook Ads for the very first time
- During a launch or promo, when you have a short time window to find winning Ad Creative
- When your previous Ads have fatigued and you want to test some new options

Although the primary objective of Dynamic Creative is for testing, I have run Dynamic Creative Ads for 5-6 months at a time, with stellar results! I've just let them run, completely untouched. 

As the saying goes... "if it ain't broke, don't fix it"

I mentioned that you can test multiple assets of an Ad with Dynamic Creative; here's what you can throw at Facebook in a single Dynamic Creative Ad: 

- Upto 10 images/videos
- Upto 5 pieces of Primary Text
- Upto 5 Headlines
- Upto 5 Descriptions
- Upto 5 Buttons (e.g. Learn More, Shop Now, Download, etc.)

One thing to note about the above is that the more assets you want to test, the bigger your budget needs to be. You certainly don't need to use all of these options up. 

If you're spending $10 per day, for example, I would recommend:

- 3-5 images/videos
- 3-4 pieces of Primary Text
- 2-3 Headlines
- 1 Description
- 1 Button

If you add up all the possible combinations of variables together, it comes to several hundred, if not, several thousand. Can you imagine how long it would take to test all these combinations without Dynamic Creative? Answer... a lot!

As with anything in life though, Dynamic Creative isn't all sunshine and rainbows, which is why I want to share the Pros and Cons of using it: 

Pros

- Fantastic for testing lots of different ideas in a short period of time
- Perfect if you're just getting started with Facebook Ads
- Ideal for launches and promos when you have a limited time window for testing ads
- Very quick to set up
- Doesn’t require much time to optimize the ads - Facebook is doing a lot of the heavy lifting for you
- As there are so many combinations of variables in a Dynamic Creative Ad, they have the opportunity to run for many weeks, even months at a time, because they won't fatigue as quickly as standard Ads ( i.e. non Dynamic Creative Ads), which can fatigue within 2-4 weeks 

Cons

- You can’t add standard ads into an Ad Set that has a Dynamic Creative Ad
- If you make any changes to your Dynamic Creative Ad and keep it running, the Ad will lose all the social proof on any of the combinations Facebook has created and tested with the variables you provided
- You have no control over which variables Facebook sends the most budget to
If any of the elements in your Dynamic Creative Ad are disapproved by Facebook, the whole ad is rejected
- Personally, I think the Pros outweigh the Cons by a country mile, and they can work incredibly well, particularly if you are short on time and would rather spend that time writing

And with that, let's dive into this weeks video; here's what you'll learn today:

- How to setup a Dynamic Creative Ad
- How to analyze the data of a Dynamic Creative Ad
- What to do when you have found a winning ad using Dynamic Creative

As always, if you have any questions about this weeks video, please don't hesitate to hit reply on this email and ask away 🙂 

Next Sunday, we are shifting gears and moving onto Amazon Ads, paying particular attention to your Account Structure. 

Until then, enjoy the rest of your Sunday and I look forward to diving into Amazon Ads with you next weekend. 

To Your Success
Matt

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