Happy Tuesday Sophisticated Solar Crew!
I’m back with another grease bomb, this time im going to dig into dynamic ads and how to use them to bring home the bacon (we like bacon puns around here)
Dynamic ads are kind of like a super power that makes facebook do all the heavy lifting of split testing your ad copy, headlines and even creative to see what is working best for your audience.
But as spiderman, if no one else, has taught us, with great power comes great responsibility…so, let’s explore a couple best practices and do’s/dont’s of dynamic ads.
Knowing Your Numbers For Dynamics Ads on FB
So you’ve got your shiny new dynamic ads up and running and you’ve pushed some spend through and you’ve even gotten a few leads. Awesome. But what actually brought you those leads? Which picture or video, copy and headline did the trick?? Thanks to a certain giant tech company named after a really delicious fruit, sometimes you won’t be able to tell without setting up UTM parameters…but let’s kind of skim over that for now (maybe that’s a future post!) and just assume that you are getting mostly proper attribution inside of Ads manager. What you’ll need to do is select your ad set, select the “breakdown” menu, and then select image, text, or headline. This will show you which of your dynamic ads got spend, what their CTR was and most importantly what their CPL (cost per lead) was. If you aren’t getting lead attribution you will at least get to see where the spend went, and what the other stats are for all your differing elements which can help you to infer which ads did the heavy lifting although its kind of a shot in the dark and if FB isn’t able to see where your leads are coming from your ads are kind of running blind BC your campaigns aren’t able to tell a success from a failure ..but once again, that’s a future post (maybe).
Engagement in Dynamic & Non-Dynamics Ads
One of the best part of running ads on facebook is being able to make quick changes to increase your conversions. And even if your dynamic ads are killing it you are probably going to want to change a few elements over time. This is where dynamic ads sort of start to trail off in there effectiveness. Why? BC Facebook likes engaging content–all those likes, dislikes, comments etc..are gold for you ads. And unfortunately, with dynamic, whenever you make major changes to your ads, all those engagements are thrown down the drain when you hit publish.
What to do?
One way to combat this is to use dynamic ads as your testing ground writ large, and once you have a winning element (copy or creative usually) you can pull that out of dynamic and start stacking your engagement long term.
We’ve had single ads run for months at a time on the strength of a good budget and lots of engagement.
Thankfully, going from dynamic to non-dynamic is easy–before talking about going non-dynamic, one thing that needs to be said, NEVER turn off a winning ad. If your dynamic ads are killing it, most likely you are just going to want to leave them alone. But if you have enough budget, you can pull those winning dynamic elements out into non-dynamic and start testing some new variations, while knowing you have at least one or two proven elements as your base (if you can’t spare more budget to scale at this point, you might not be able to do this at the same time, you don’t want to steal budget away from your dynamic ads if they are performing well). Here’s how to do it (it’s simple I swear).
All you need to do is duplicate your dynamic ad set and deselect dynamic, now you can build out as many ads as you want in your new non-dynamic ad set using the proven elements you have and inserting some test copy/images to help prolong the life of your ads. Now if your non-dynamic ads continue to do well you will be all set stacking engagement with ads that can run long term while you continue to use your dynamic ad set as your training ground.
The concept is pretty simple but executing on it well can be difficult.
Just promise me you’ll never turn off a winning ad in order to test, cool? Ive seen it done before, and its not pretty.
If all this sounds cool and all, but you really just wnat to focus on closing deals and leave the marketing to a team that’s been getting results for years then drop us a line! https://www.prospectbacon.com/consultation?source=Tim%27s%20Post
Until next week! Here’s to more sales
and Happy New Year, Solar Pros!