Facebook's DCO - A Feature You Should Explore

According to Facebook: Dynamic creative helps advertisers automatically deliver high-performing combinations of their creative assets to their audiences. Dynamic creative accepts the basic components of a Facebook ad (image, video, title, description, etc) and automatically generates optimized ad combinations based on these components. These ads are then served across placements to explore the performance of each creative element within the given audience. Dynamic creative ads can be applied to Conversion, Traffic, Video Views, Reach, Brand Awareness, and App Install campaigns.

Dynamic Creative is part of Facebook’s Power 5 and allows advertisers to upload images, headlines, descriptions, CTA’s and link descriptions while letting Facebook optimize in real-time all those elements. The goal here is to let Facebook do the real-time optimization of the creative that is yielding the best results for your Facebook ads.

Dynamic creative optimization (DCO) is a display ad technology that creates personalized ads based on data about the viewer at the moment of ad serving.

Because the creative is both more relevant and also tested and optimized, dynamic ads typically outperform their static counterparts. One of the most common uses for DCO is product retargeting ads. These ads show dynamic content based a person’s website browsing, such as products viewed or added to a shopping cart. Dynamic creative ads can also be used for prospecting and other similar campaign goals. These ads often use the common dynamic creative targeting variables of location, behavior, device, demographics, and context.

Facebook DCO then takes all those different A/B tests and will try every single combination and optimize based on where each combination seems to perform best. In other words, a certain audience segment might prefer a certain picture and another one picture, and Facebook will optimize in real-time to give you better results.

It’s an amazing tool for advertisers who don’t know which of their new ad creative will perform best and want to test very efficiently. It’s even better for new ad accounts where one knows nothing about what works in terms of Facebook ads based on their goals.

Here are a few situations where Facebook Dynamic Creative Optimization can be very handy ?:

  • You have more than 2 new ad visuals (video & image) to test

  • When you want to test multiple Facebook ad descriptions

  • New ad account with no data & multiple ad creatives to test

  • Launch ads quickly

How to set it up?

It is basically easy to do so. You just need to toggle the button while creating your ads.

Launching your Facebook DCO ad is easy. You just have to find all the assets you need, upload them to Facebook and Facebook does the rest. They find the best combination of description, link description, CTA, and media to yield the best possible results.

You can add up to five options for your description, link description & CTA. You can also add up to 5 media, images or videos to your Facebook DCO assets.

Is DCO Effective?

Facebook DCO doesn’t only depend on you using DCO, there are a lot of factors that go into creating a successful campaign. From your website’s conversion rate to the right targeting, it’s essential to make sure your Facebook ads are correctly set up. I like this personally because it can help you in 2 stages of your ads! You can use it during your A/B testing to find your winning ad copy or you can use it when scaling. By showing multiple ads and ad copy you will be able to avoid ad fatigue and you will have the ability to show fresh ads to your customers daily!

To achieve the best long- and short-term results from your Facebook advertising, you need to be testing multiple ad variations. Facebook’s Dynamic Creative feature makes this easier because you no longer have to manually test ad component variables.

It’s best used for direct-response product- or service-based ads. You can easily test multiple ad images or videos, alongside up to five copy, headline, news feed link descriptions, and CTAs to find the combination that delivers the best results for your business.

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