Dynamic Creative is at the same time
The most powerful creative testing tool available within the worlds most powerful machine learning platform
and
one of the most divisive pieces of technology that an overwhelming number of marketers categorically reject using
Let’s get to the bottom of it
And really understand why not using it might very well be one of the biggest mistakes you’re making right now
First off,
I really appreciate your time and attention
I know you could be anywhere on the Internet right now and you’ve chosen to be here I’ve value that attention
And I promise to make it worth your while
If you enjoy what you’ve learned here and you want to know more about how I’ve spent hundreds of millions of dollars on Facebook
And why my brands and clients and students have driven well over $1 billion in revenue
Then go to Apply.FacebookDisrupter.com and sign up for my next free webinar
OK let’s get to it
First off let’s establish three objective facts
First, Facebook is a machine learning platform with billions of data points on the average user
Second, Facebook prioritizes the end user experience above all else
Third, the scientific method requires testing to statistical significance
All of that being said
Dynamic Creative is the cheapest and easiest and most effective way to combine these three known truths into your media strategy
Testing with Dynamic Creative produces high confidence assets that we'll be able to leverage a large investment to deliver specific business objectives
When we utilize dynamic creative, we need to have these things in mind
Setting up Dynamic Creatives to win:
Far too often advertisers put far too many options into a Dynamic Creative
Each permutation of the available elements creates its own post ID
10 Creatives with five headlines and five primary text options will produce 250 post IDs
It is almost impossible to be able to spend enough money to get statistical significance against everyone of these permutations to make clear decisions
When we are setting up dynamic Creatives, we should use no more than 20 total possible permutations
Three Creatives and two headlines and two options for primary text produces 12 permutations
In this set up, called 3:2:2 method, we are able to make high confidence binary decisions very quickly to determine success and failure within a test
The secret sauce of Dynamic Creative:
is that it allows Facebook to deliver the best user experience to everyone in a dynamic fashion
Facebook favors advertisers who prioritize the user experience by creating content that they want to see
Our job is to make sure that contact also delivers good business results
The biggest pain of dynamic creative for most advertisers is the inability to see what ads delivered the results
This is because they’ve been taught to value the wrong metrics and haven’t been taught how to extract the post ID from successful dynamic creative tests
So let’s fix all of that in a simple little lesson
What metric actually matters?
The only metric that truly matters in dynamic creative is spent
If our DCT is performing well, then the elements that got the most spend had the highest contribution to that end result
Often marketers make the mistake of trying to chase the most efficient element, even though it represents far less than the majority of the spend
So how do we actually know what add did the work?
There are two easy ways to get the post ID of any ad created by a dynamic created test
The best option is to preview the dynamic Creative using “Facebook post with comments “
This will show you the ads, in order, that Facebook has determined has the best estimated action rate
This is the most important element of any ad, because it tells you what people want to see, and what they are most likely to engage positively with
To get the post ID of any ad shown in this preview, simply click on the timestamp of the post
You will see the URL and the address bar change
The last string of numbers in this new URL is the post ID for that ad
The second option, that will show you every single post regardless of performance, is to look at the ad posts for the page number
If you go to the top left of your ads manager you will see three lines, click on that
Scroll down to the page posts section
Click on the ads post option
A window will pop up with every ad that your page has run
Sort that by the date that your ad went live and you will see the post ID for every iteration created by the dynamic Creative in your ad account, sorted by post ID
So why don’t we just test standalone ads?
When you make a single ad, you are guessing with very low data, what people want to see
When you pair this with other guesses over repeated testing
What actually works in that Ad set has very little to do with what people want to see
You will prioritize luck over data
Working hard, to guess, to get lucky, is a bad business model
This is fundamental
Now go out there and make some money
~Charley T
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