Facebook is setting up a way for brands to automatically create thousands of different versions of an ad whose content varies depending on the recipient and the place where they appear.
Facebook's new dynamic authoring tool allows brands to enter multiple options for each of the elements that make up an advertisement: photo, title, call to action, and so on. and Facebook automatically recompose different versions of the ad on the fly. appeal to different audiences and accommodate different investments. Think of it as a chef preparing ingredients for a meal and a computer offering many different dishes with these ingredients
Dynamic creation is available in Facebook Ads Manager and Power Editor. Supported campaign goals are conversions, app installs, and traffic.
Once a user clicks on the dynamic creative option, he can add up to 30 items: five titles or titles, 10 frames or videos, five text entries usually serving as legend, five descriptions of the link of an ad or video and five calls to action. As a result, a single ad can generate up to 6,250 unique combinations of titles, images / videos, texts, descriptions and incentives for action. However, Facebook will only serve a fraction of these combinations because its system is designed to choose which combinations are likely to have the most success, said a Facebook spokesman who declined to say how much of Facebook combinations would actually work as advertisements.
Dynamic creative is only available for single image or video ads, not for carousel ads. Advertisers can not mix images and videos for their ads, but must choose one format or the other. It can be used in six types of locations: News feeds; the right rail on the desk; The main stream of Instagram; Native locations, banners, and interstitials from the audience network; The pre-roll and mid-roll locations of Audience Network; and the award winning video site of the Hearing Network.
Advertisers can analyze the results in Power Editor or Ads Manager by asset type and compare, say, the cost per result between five images or the click-through rate on three calls to the action. In addition, advertisers can break down ad performance by viewer age and gender to see how different variations appeal to different demographic segments.
It is unclear what kind of visibility users will have in dynamic ad variations when Facebook launches the "View Ads" tab on Pages in the US next summer. The new tab is part of Facebook's efforts to improve the transparency of advertisements after discovering that Russian accounts were using Facebook ads to try to influence the US presidential election. A Facebook spokesman said that the company is not able to display certain types of ads, including some dynamic ads, right now.