Maximising performance: Best practices for leveraging dynamic creatives

Dynamic creatives play an important role in today's digital marketing strategies, as they can increase engagement and conversion rates by delivering more relevant ads to your target audience. 

They also allow advertisers to test and optimise different ad variations in real time, which helps improve campaign performance and ROI.

Understanding dynamic creatives 

When we talk about dynamic creatives, we are talking about a creative format that allows us to anticipate the needs of the consumer. Through these designs, we are able to publish relevant and personalised advertising content to users in each impression automatically and in real time. 

The dynamic elements that form part of this type of creative can be modified and personalised to capture the attention of users. These elements (message, call to action, URL, images or headlines) can be interchanged depending on the segmentation defined.

By delivering customised and relevant content, dynamic creatives can help advertisers significantly improve ad performance. Here are some of the key benefits of using dynamic creatives in your digital marketing campaigns:

• Relevant and personalised user experience and content.

• Optimisation of campaigns by automatically adjusting content and design based on performance metrics such as clicks and conversions. 

• Increased relevance of ads for the user, as creatives are tailored to their interests.

• Increased campaign profitability. By offering more relevant content and thus improving performance, we also manage to optimise ad spend.

• Reduced time and effort to create multiple ad variations.
  

As mentioned above, dynamic creatives are an advertising format that automatically adapts the content of an ad. To give you a better understanding of how they work, here is the simplified creation process:

1. Advertisers define parameters that are used to determine what type of content to show to a user, based on their behaviour or interests, for example. 

2. When the user visits a website or opens an application, the platform that handles dynamic creatives uses tracking methods to collect data about the user, such as location, browsing history and device type.

3. The platform sends this data to the ad server, based on parameters set by the advertiser. The ad server selects the most appropriate content to display to that user, including images, video, text and other types of media.

4. The ad server displays the ad to the user, either as a stand-alone ad or as part of a broader advertising campaign.

5. Once the ad or campaign is launched, the ad server tracks user interaction and other metrics, which if necessary can be used to optimise the ad campaign over time.

Best practices to get the most out of your dynamic creatives

In order to avoid ad fatigue and make your ads, and your digital marketing strategies in general, more effective, we have gathered the creative recommendations of our main partners to make your creatives powerful and adapted to the specifications of each platform.

Best practices for your Google creatives

Google is one of the main browsers worldwide and taking it into account in your marketing strategies is key, especially if your goal is to convert. To improve the performance of your ads and make your creatives effective, take into account these 5 specifications about your Display Ads.  

1. Make sure your logo and brand name appear clearly. Avoid low resolution images, using too much text, collages or excessive white space. Take a look at the Google Ads ratios for 2023.

2. Describe your brand simply in the Ad headline and description. Do not use generic messages or more than 80 characters.

3. Highlight prices, promotions and other exclusive offers to help the user make decisions.

4. Prepare the responsive version of Display Ads so they automatically adjust to the device on which the user views it: mobile, desktop or tablet.

5. Redirect the user to a relevant landing page according to the call-to-action used in the Ad.

Best practices for your Meta creatives

There are a variety of Facebook ads and Instagram (whether video, image or text-only) so you can reach your audience in the way that best aligns with your strategy's goals. Still, here are some general tips that you should not overlook before launching your campaign:

1. The ads appear in the user's feed. Instead of just showing the product, show people using it.   

2. Images with less text have more impact, as they give more importance to details. Also, try to have a single focus. If you need to include more information, consider using a carousel or a video.

3. Maintain consistency between the different creatives in a single campaign so that the user can more easily recognize the ad and stop to see what else your brand has to tell them. 

4. Experiment with different image formats before deciding on a graphic line, but always use high-resolution images.

5. If you use Playable Ads (ads that show a preview of your app to users), make sure the demo is simple, shows users how the app works in a few steps and the call-to-action is available throughout the video.

Best practices for your Pinterest creatives

Pinterest is the perfect place for brands. Before making any purchase decision, the user looks for inspiration with one intention: to discover, to plan... and that process happens on Pinterest. Grabbing the user's attention is easy: visually appealing and original creative. What other recommendations does the platform make?

1. Use vertical images that meet the platform's specifications. In the case of Video Ads, Pinterest recommends a duration of 6-15 seconds and use a powerful cover image.

2. Place your brand or product in the center of the Ad and in the foreground. The logo is another element that cannot be missing in your creative, but remember to place it in a subtle way (right corner).

3. Use concise, readable messages that can be translated into the language of all the target audiences you choose for your campaigns.  Remember that many times the user uses Pinterest without sound, enhance the message in writing.

4. Remember that the Ad title must have a maximum of 100 characters and the description 500. 

5. If your Ad includes a link, make sure it is active, loads fast and is related to the content the user sees in the creative.

Best practices for your Twitter creatives

Twitter is based on being present at the moment things happen and that is what gives quality to tweets. Precisely that quality is what the platform's auction algorithm reads and determines which ads to show to the user. For that reason it is important that you take into account the following aspects:

1. Create campaigns with a variety of promoted tweets and creatives for the Twitter algorithm to choose which one performs best.

2. Constantly update the content and creatives of your campaigns.

3. Make sure your campaigns are clear, transparent, interesting and enriching. Both in message and content.

4. Twitter is the main platform to start conversations. Use the resource of questions and get the user to interact with your Ad.

5. Before proposing the creative of your Ad, think about the objectives of your campaign.

Best practices for your creative on TikTok

TikTok has a discovery-optimized interface where the user is participative and open to new ideas. Undoubtedly, it is the platform where your brand should be if you are looking to create a quick and effective impression. Here are 5 recommendations to get the most out of your TikTok creatives:

1. Use images or videos with high resolution and color contrast. Avoid flat creatives.

2. Align the aesthetics of your ads with your brand image while taking into account the taste of your target. As TikTok says on its website "Serious brands should have serious ads, trendy brands should have trendy ads, you get the picture".

3. Do A/B testing with different types of images and videos. Keep in mind that TikTok recommends showing a video of people using your product to give a real push to your e-commerce.

4. Use short, clear and concise messages aligned with your brand message.

5. Keep in mind the "safe zone" of your TikTok Ads so that the key message and the audiovisual resource are not damaged. Especially in "App Install" ads where the CTA to download appears 9 seconds after the ad starts and takes up a significant portion of the screen.

Examples of successful dynamic creative campaigns

Dynamic creative is a type of digital advertising that allows advertisers to deliver personalised and relevant ads to consumers in real time. This type of advertising uses data and technology to create dynamic advertising content that adapts to user preferences, behaviour and context. 

Adsmurai Marketing Platform's Creatives makes it easy to design branded creative at scale.
It is a creative management tool to create brand designs, automate creatives based on data from your feed and generate ads at scale. With this tool you can design and manage all your creatives from one place.

Having understood what dynamic creatives are, here are some examples of clients who have used them through Creatives.

Wallapop, Unified ads design for different products

On Wallapop each user uploads the product image in very different ways. For this reason, the brand was looking for a heterogeneous way to show the products on the platform while maintaining the brand values. 

Through Adsmurai Marketing Platform's Creatives, a generic layout was designed for the dynamic ad campaigns. This design had the dual mission of associating the different products with the Wallapop brand and giving a uniform image to each product category.

The launch of product catalogue campaigns combined with dynamic creatives improved Wallapop's ad performance. The brand achieved a 60% decrease in cost-per-acquisition and ad-derived actions increased by 90%.

Bancolombia, Bringing together New Business in Pandemic

Bancolombia was an atypical case, as the images in its catalogue were the images of its customers. Again, the brand aimed to homogenise these images with Bancolombia's usual look&feel, minimise design creation time and secure web traffic for their campaigns.

Also through Creatives from Adsmurai Marketing Platform, we applied a joint layout so that the user could relate to the design, each of the 108 newly created companies with Bancolombia. In addition, through Creatives, the process could be automated, thus reducing the production time of the pieces for the campaign by 50%.

In conclusion, dynamic creative offers advertisers a powerful way to create more engaging and personalised digital advertising campaigns. By leveraging data and technology, advertisers can deliver ads that are relevant and tailored to consumers, which increases the likelihood of a campaign's success.