Facebook is undoubtedly one of the most popular advertising systems, and yet, I always think five times whether the feature I’m about to describe will exist when I finish my post. Of course, that’s a perverse beginning meant to highlight one important truth – nothing is constant on Facebook.


It is very possible that the dynamic material in your Facebook Ads account will look a little different than in my entry, nevertheless, I encourage you to study my reading carefully and explore the world of online advertising together. So, go ahead!

Dynamic creatives on Facebook – how it differs from the rest

In considering this topic and how I would cover it on my blog, I asked myself that all-important question from the headline. Essentially I could describe each advertising format separately, having a finite number of posts with a detailed discussion of a format that in all likelihood could already be retired by the time I finish the post.


The key difference is the buzzword in marketing of today’s age which is machine learning. Dynamic advertising allows you to add up to 5 headlines, 5 description and 5 texts per ad set. I’ll try to briefly show you how to find this in the Facebook Ads dashboard.

dynamic creatives ad copy facebook ads

How to set up dynamic ads in Facebook Ads panels?

  1. Log in to your Facebook Ads dashboard
  2. Create campaign
  3. In the ad set, select the “dynamic ad material” slider
  4. From within the ad, add multiple variants of descriptions, texts and headlines
  5. Add graphic or video material (up to 10 creations)

How to optimize dynamic ad copy?

Basically, by adding the maximum amount of resources to such an ad, we already create a lot of opportunities for the Facebook engine to match the ideal ad to the needs of the audience. It is worth playing with the content, style, add emoji, diversify creatives and above all – test different configurations and see what works in our case.


A few good practices for optimizing ads on Facebook:

  • disable the option “optimize advertising material for each person” – This function causes ads to appear in very strange configurations; graphics are scaled, superimposed (?) and texts often obscure the main image of the graphic. It works, however, when we have pure graphics without texts and we care about maximum reach, regardless of the appearance of the creative.
  • indicate the location of an ad – personally, I always use manual ad placement in order to control the appearance of my creative in each location. Instead, I create several sets of ads for separate formats – an extreme form only when branding and cost are the most important metrics
  • maximize space – I would say this is the most important point of this format, which is to try to use the maximum amount of resources allowed. On some ad accounts, you can find the “due to dynamic material” breakdown in the filters and evaluate the effectiveness of texts and even individual graphics; unfortunately, this feature is often relegated to the background and increasingly difficult to find in the panel

To sum up

I hope this post has helped, at least in a basic way, to understand the workings and uses of dynamic material on Facebook. I can’t imagine a simpler method of creating as many configurations and possibilities as in this particular format.


The biggest advantages are, of course, customization to the individual viewer, countless ad variants and potentially wider reach. The disadvantages are that you don’t have much control over what your ad looks like in the end, the costs are sometimes higher due to more potential variants to display, and it’s extremely time-consuming to set up a campaign if you want to really put your mind to it.


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Look forward to reading it soon!

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