Skip to main content

Facebook’s dynamic creative can generate up to 6,250 versions of an ad

Facebook is rolling out a way for brands to automatically create thousands of different versions of an ad that will vary in content based on who they are shown to and where they appear.

Facebook’s new dynamic creative tool enables brands to input multiple options for each of the elements that make up an ad — photo, headline, call to action and so on — and have Facebook automatically piece together various versions of the ad on the fly to appeal to different audiences and accommodate different placements. Think of it like being a chef laying out ingredients for a meal and a computer coming up with lots of different dishes with those ingredients

Dynamic creative is available in Facebook Ads Manager and Power Editor. The supported campaign objectives are conversions, app installs and traffic.

Once an advertiser clicks on the dynamic creative option, they can add up to 30 assets: five titles or headlines, 10 images or videos, five text entries that will typically serve as the ad’s caption, five descriptions of an ad’s link or video and five calls to action. As a result, a single ad could spawn up to 6,250 unique combinations of title, image/video, text, description and call to action. However Facebook will only serve a fraction of those combinations because its system is designed to pick which combinations are likely to have the most success, said a Facebook spokesperson who declined to say how many combinations Facebook would actually run as ads.

Dynamic creative is only available for ads featuring a single image or video, not carousel ads. Advertisers cannot mix images and videos for their ads but instead must choose one format or the other. It can be used across six placement types: News Feed; the right rail on desktop; Instagram’s main feed; Audience Network’s native, banner and interstitial placements; Audience Network’s pre-roll and mid-roll placements; and Audience Network’s rewarded video placement.

Advertisers can analyze results in Power Editor or Ads Manager by asset type and compare, say, the cost per result among five images or the click-through rate across three calls to action. Additionally, advertisers can break down the ads’ performance by audiences’ age and gender to see how the different variations appealed to different demographic segments.

It’s unclear what kind of visibility users will have into dynamic ad variations when Facebook rolls out the “View Ads” tab on Pages in the US next summer. The new tab is part of Facebook’s efforts to improve ad transparency after finding Russian accounts were using ads on Facebook to try to influence the US presidential election. A Facebook spokesperson said that the company is unable to show certain types of ads, including some dynamic ads, at this time.

via Marketing Land


Popular posts from this blog

6 types of negative SEO to watch out for

The threat of negative SEO is remote but daunting. How easy is it to for a competitor to ruin your rankings, and how do you protect your site? But before we start, let’s make sure we’re clear on what negative SEO is, and what it definitely isn’t.Negative SEO is a set of activities aimed at lowering a competitor’s rankings in search results. These activities are more often off-page (e.g., building unnatural links to the site or scraping and reposting its content); but in some cases, they may also involve hacking the site and modifying its content.Negative SEO isn’t the most likely explanation for a sudden ranking drop. Before you decide someone may be deliberately hurting your rankings, factor out the more common reasons for ranking drops. You’ll find a comprehensive list here.Negative off-page SEOThis kind of negative SEO targets the site without internally interfering with it. Here are the most common shapes negative off-page SEO can take.Link farmsOne or two spammy links likely won’…

Another SEO tool drops the word “SEO”

This guest post is by Majestic’s Marketing Director, Dixon Jones, who explains the reasons for their recent name change.
Majestic, the link intelligence database that many SEOs have come to use on a daily basis, has dropped the “SEO” from it’s brand and from its domain name, to become Since most people won’t have used Google’s site migration tool before, here’s what it looks like once you press the “go” button:

In actual fact – there’s a minor bug in the tool. The address change is to the https version of (which GWT makes us register as a separate site) but that message incorrectly omits that. Fortunately, elsewhere in GWT its clear the omission is on Google’s side, not a typo from the SEO. It is most likely that the migration tool was developed before the need for Google to have separate verification codes for http and https versions of the site.
The hidden costs of a name change
There were a few “nay sayers” on Twitter upset that Majestic might be deserting it…

What will happen to influencer marketing if Instagram ‘Likes’ go away?

In April, app researcher Jane Manchun Wong discovered Instagram was testing removing “Like” counts on posts. At the time, an Instagram spokesperson told TechCrunch it was not a public test, but an internal prototype and that the company was “exploring” new ways to reduce pressure on Instagram.The possibility that Instagram – a primary platform for influencer marketing – may potentially eliminate “Likes” could impact the influencer community, causing brands to question whether or not an influencer has enough sway to contribute to the brand’s marketing efforts. Without an outward facing metric such as “Likes,” influencers would have to rely on other resources to prove their content is worthwhile – once such resource: influencer marketing agencies.Good news for agencies“I do see it as a good thing for influencer marketing agencies and platform providers,” said Leah Logan, VP of media product strategy and marketing for Collective Bias.Logan’s influencer marketing agency works with a numbe…