Anytime you can get an advertisement in front of lots of eyes, that’s great. But what if you could reach all those same eyes, but have a customized version of the same ad based on who is viewing it?
With a new Facebook tool, this is possible for internet marketing experts everywhere. Facebook is rolling out a new method for brands to automatically create up to thousands of different versions of an ad – let’s look at how this works.
This new dynamic creative tool will allow brands to input multiple options for each of the elements that go into a given ad. These include photos, headlines, calls to action, and more. Facebook will then automatically piece together different versions of the ad on the fly, appealing to different audiences and accommodating different ad placements. This allows for thousands of potential variations that can be tailored based on several factors.
Dynamic creative is available in Facebook Ads Manager and Power Editor. The campaign objectives are listed as conversions, app installs and traffic.
Once you click the dynamic creative option, you have the ability to add up to 30 assets. This includes five titles or headlines, 10 images or videos, five text entries (these usually serve as the caption), five descriptions of an ad’s link or video, and five calls to action. Adding this up, a single ad could theoretically create up to 6,250 unique combinations.
Facebook won’t actually serve this many combinations, however. The system is designed to pick up which combinations will have the most success, and it’s unclear how many combinations will run in a given campaign.
Dynamic creative is only available for ads with a single video or photo, not carousel ads. Advertisers can analyze results in Power Editor or Ads Manager by asset type, comparing the cost per result across options. They can also break down performance by age and gender to see how different versions appealed to different demographic segments.
For more on using Facebook to create different versions of an ad, or to find out about any of our website design or SEO marketing services, speak to the pros at SEO Werkz today.