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Keeping Up With Facebook: Best Practices for Dynamic Creative

Dan Kardon

When Facebook debuted its dynamic creative feature in 2017, retail marketers were excited about the testing possibilities to determine which ads were most effective across the platform. Flash forward to the present, and dynamic creative remains an important piece of retail marketers’ Facebook Advertising strategy.

Incorporating dynamic creative into your Facebook ads has its perks, too. Facebook has published several case studies with clients who have improved website conversions and mobile app installs with help from dynamic creative ads. These ads allow retail marketers to automatically display the top-performing combinations of their creative assets within an ad.

In this installment of Keeping Up With Facebook—a series that highlights the latest news and updates across Facebook Advertising—we look at dynamic creative best practices. This article will help retail marketers get the most out of their dynamic creative ads and drive results for their business.

Release Date:

Facebook released dynamic creative for Facebook ads in late 2017. While ad specifications remain largely the same since its release, we’ve learned that retail marketers see the best results by focusing on three areas: product specificity, custom label messaging, and user intent.

Which Channels:

Dynamic creative can be used on ads across Facebook, Instagram, Audience Network, and Messenger.

Best Practices for Dynamic Creative:

Highlight Product Specificity

One reason dynamic product ads are so powerful, and why retail marketers love to use them, is the lack of manual intervention needed. Since these ads pull product elements directly from the catalog, these ads basically build themselves. To get the most out of dynamic creative ads, ensure that you are promoting each product’s unique selling points and capabilities.

Source: Facebook

Dynamic creative ads follow these specifications:

  • Up to 5 text options
  • Up to 10 image or video options
  • Up to 5 headlines
  • Up to 5 link descriptions
  • Up to 5 CTA buttons

Ensure you follow these guidelines. Remember to follow the “quality over quantity” rule. Uploading the max number of options doesn’t guarantee your ads will perform well. Select your strongest options in each category to drive the best results.

For instance, if a product in your catalog is on sale, highlight the specific price vs. the sale price by displaying the percent off in your ad or slash pricing view. You are also able to highlight specific brands or categories that each product is housed under in your creative. Consider including these in your ads so you engage with more Facebook and Instagram users.

Utilize Custom Label Messaging

One way to increase engagement with dynamic creative ads is by creating custom label messaging within your ads. If a handful of products have a promotion code or include free shipping, you can connect these products to any open custom label and create dynamic messaging for products users are looking at. This may incentivize users to take action faster on your ads if you serve limited time offers and sales.

The only manual aspect to these ads is the inclusion of top text. Make sure that the top text messaging you are adding to these types of ads aligns well with all of the products you are advertising.

Create Segmented Traffic Based on User Intent

Feed elements and messaging are powerful aspects of dynamic creative ads. But advertisers can take it a step further by creating segmented traffic funneling towards different viewer intents. For example, users that add a product to their cart but have yet to make a purchase are funneled into a specific intent bucket. Since they are close to purchasing, they will be targeted with that exact product in an ad the next time they visit Facebook or Instagram.

These ads will show specific messages that encourage users with products in their cart to take the final step to purchase. Consider messaging that will get these users over the finish line, like “Come back and shop your favorites.” You can also add in a promo code so that Facebook and Instagram users will receive a lower price on the product they viewed and left in their cart.