Dynamic Creatives (& DCTS)
are EXCEPTIONALLY POWERFUL
The most common issues that I see with it is a lack of understanding of how it works, and how to apply this technology appropriately
This will breakdown the 3:2:2 method
used to generate untold MILLIONS of revenue worldwide
Some of the brightest minds in creative direction have taken to shaming or rejecting Dynamic Creatives
Knowing the science, the software, and the platform...
this position is just not one that is defendable at scale
Dynamic Creatives should be in EVERY ad account
When establishing Best Practices with software and scientific processes, we need to build out a strategy w/ empirical data to be bulletproof
These 3 inarguable points are the foundation of how we'll implement Facebook's Single Most Powerful Weapon in its testing Creative Arsenal
Because of how Dynamic Creative tests use adaptive webpages to create dynamic user experiences on demand and at scale... we can think of them as a Winning & Scalable Ad factory
This is an incredible opportunity for everyone
Elite Creative Director & Entry-Level advertisers alike
We've all heard the saying "Keep It Simple Stupid"
The 3:2:2 method is the single greatest way
to apply the scientific method
to the machine learning algorithm,
that reliably results in a repeatable process
to produce algorithmically aligned assets
that can be scaled
Really complex Dynamic Creative Tests are exciting because we get to "test everything"
but it also inhibits our ability to make actionable insight
If you cannot test to a confident outcome, at scale, repeatedly...
then your testing model is obsolete!
To pull back the curtain on how DTCs should be used... this is the Structure that will give you the highest confidence, and statistically significant results
We should NEVER force ourselves to rely on human decision-making if we can avoid it
This is BEST PRACTICE for using DCTs
Dynamic Creative Tests, create & utilize dynamic and adaptive webpages to give the end user the most algorithmically aligned experience
Remember, every ad, and every organic post...
is just another webpage on Facebook's website
This is what we call "The Post ID"
"MEDIA BUYING IS DEAD"
On Facebook our objective is manage the relationship of what webpages (post ids) we are promoting and ensuring that Facebook's business objectives bring us the best business results
DCTs make this job incredibly easy, and eliminates the guesswork entirely
DO NOT FOCUS ON ROAS
DO NOT FOCUS purely on CPA of each element
Focus on the blended outcome of the DCT
and then determine if that is desirable or not
The opportunity here is to give the machine the best chance to win, and scale the expertise of Creative Directors with data
When we run our business by testing a bunch of guesses that all compete with each other and don't share data, on limited data, and then try to champion and scale these lottery tickets to grow our business...
We are FAR MORE likely to struggle
We can win far more often with DCTs
If some element spent 80% of the total budget
and we are happy with the outcome of the 3:2:2 DCT
We can have EXTREME CONFIDENCE that the element that EARNED SPEND, because spend is a meritocracy... had a lot to do with why the net outcome was desirable
Shared goals = 😀💸🚀
Remember, Facebook will show you each permutation, of the Adaptive Webpage for the Facebook feed... (a Dynamic Creative Post) in order
This eliminates the guesswork
This eliminates the lack of confidence
Prioritize Facebook's needs that are symbiotic with your own & you'll win
Estimated Action Rate is the PRIMARY METRIC OF PERFORMANCE that Facebook cares about
This is 1/3 of your bid in the auction
This is how Facebook ads build their own LAL audiences
When you prioritize EAR
You no longer need to worry about ABO, Audiences or Cost Caps ever again!
I don't recommend that you use this option when trying to find the "best ad" from a DCT
But if you do want to see EVERY SINGLE PERMUTATION, potentially to see social proof, or to run an ad that was built for you, but you don't see in the Preview
This is how you do it
I wouldn't
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