Dynamic Ads King? of Power5
The third member of Power5 is Dynamic Ads. For eCommerce, this is probably the most important tool of all for both efficiency and effectiveness.
Efficiency - because of the time it saves not having to set up an ad for every available product. If you had hundreds of them, you'd be done for.
Effectiveness - because showing the user, of all the products available in the store, specifically the product in which he showed interest is very powerful.
Facebook has taken it a step further and not only allows you to use this as a Retargeting tool but also for prospecting, leaving it up to the algorithm to choose the product it shows the user when they first see our ad. It works, but it is not as powerful as when used on retargeting.
You don't have eCommerce and this Dynamic Ads thing doesn't work for you? In that case, you have another tool at hand that is more than worthy of being in the Power5, but that Facebook has left out of the list for some reason - Dynamic Creatives and Formats.
Recently, a colleague told us how he had spent hours and hours strategically planning the structure of different campaigns and ad sets to test all kinds of creativities, and how he had spent tons of hours implementing everything he had planned.
A few days later, he was working o a new campaign and had no time to make such a big effort again since this thing had to be launched "yesterday". He created a single campaign with just a few ad sets and activated Dynamic Creatives and Formats. What do you think happened? Well, he got better results.
In the absence of real artificial intelligence, you are not spared from creating the creative content (images, videos, and texts), but instead of having to create an ad for each combination of creative elements, what you do is leave everything to the Facebook algorithm, which is in charge of showing the combination of these elements and the ad format that it believes has the most chance of provoking a click depending on the person.
It works very well.
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