How to use Facebook Ads Dynamic Creative to optimize your ads

If you have some experience in Facebook Advertising, there is a strategy you can use to accelerate the testing phase, using the Dynamic Creative feature.

For those who don't know about it, Dynamic Creative allows advertisers to automatically create multiple combinations of an ad's creative elements, such as images, videos, titles, descriptions, and call-to-actions (CTAs). Instead of manually creating each ad variant, advertisers provide a set of creative assets, and Facebook's AI machine learning algorithm automatically generates various ad combinations, inside that individual ad, and tests them to determine which combination performs best.

This is particularly useful because you can run this for some time and then create a separate ad with all the winning elements to have the best combination in that one ad. Then, you can run another test using the best previous combination elements and test them against different headlines, creatives, titles, CTAs, etc., making a feedback loop to improve performance continuously.

Very importantly, you would want a transition where a new winning combination ad would run for 3–4 days (depending on budget) before pausing the previous ad to prevent a drop-off in results.

This is a balanced strategy between leveraging data-driven insights to capitalize on successful ad combinations and continuous testing to discover even more effective creatives and other elements. In addition to the cautious strategy in the rollout of new ads to prevent any dip in results, allowing a period of overlap with the previous successful ads to maintain performance stability.

Trends in Digital Advertising in Spain

In Spain, word of mouth and search engines continue to be the dominant channels for discovering new brands, products, and services. This highlights the importance of maintaining a good online reputation and optimizing presence on search engines, such as Google, for businesses.

Moreover, recent research points to a growth in digital advertising spend in Spain for 2023, with estimates ranging between 2.3% and 12%. This reflects two trends: the increase in competition on digital advertising channels and the perception among advertisers that the channels they are using are profitable for them.

If you're wondering which digital advertising channel to start with, especially if you're considering using Google Ads or Facebook Ads, I would first suggest looking at whether there is demand on Google, i.e., if people are searching for what you offer, and then choose accordingly.

Generally speaking, for more visual ads, building audiences, and advertising to those audiences, Facebook Ads can yield good results. Google Ads is more sophisticated as it features Search, YouTube, Shopping, Discovery, etc. If there is demand on Google for what you offer, and you know how to use Google Ads, you can achieve good results.

At the end of the day, the best course of action is to test both channels and adjust the budget according to the performance you achieve.

How to adapt the social media strategy to the limitations of outreach

Nowadays, social networks should not be the primary traffic channels for our websites. This is because many social networks already have algorithms that limit the reach of posts with external links to retain users on the platform. Instead of looking for traffic, we should focus our strategy on building credibility, authority, and branding. This shift in focus is necessary to adapt to these reach limitations imposed by social media.

Selectively choosing which platforms to use to publish content is critical. The selection should be aligned with our target audience and the type of interaction we are looking for on the platform. Posting on too many platforms at the outset without a solid strategy will dilute efforts and contradict the principle of segmentation in marketing.

There are specific situations where driving traffic to a website, via social media, can be an interesting option. In these cases, paid advertising is effective. For example, we can use it to familiarize a cold audience with our brand and then implement retargeting campaigns for users who have taken specific actions in the funnel.

We cannot ignore the quality of content. We should research and use popular terms, topics, and keywords in our niche, on and off the platform, to create original content, interact with content from relevant accounts that reaches our target audience, and raise awareness of our products and services, transforming their features into tangible benefits for the user.