Did you know there are Meta ad settings that automatically tailor your ads to each individual person and most media buyers don’t know how to take advantage? Here’s a full breakdown.
1️⃣ How dynamic placements work
Meta is a people-based platform. It first figures out who to reach in an audience. It then decides where it should reach them. It then tailors the ad that is shown to best align to each individual’s preferences.
Let’s say Meta decides I should see an ad from a sneaker brand. It then asks: should it reach me on Instagram or Facebook? With a Stories ad or In-Feed ad? With or without a headline? With an image or a video?
Even if Meta figures out that I’m the right person for the ad, but it doesn’t show me the ad in the optimal context, I may not click. After all, I only click 1-2% of the ads I see.
When you give Meta more options, more breadth of choice, and more variation, it increases the probability that it will find the best person-placement fit.
2️⃣ When to use dynamic placements
Given you can benefit from Meta doing this high degree of tuning and tailoring for you, use dynamic placements and dynamic creative as a default. Sure, there are situations where it isn’t the right choice, but that’s the exception versus the rule.
Meta has more historic engagement data, behavioral data, and affinity data than anyone else. And it has invested billions into machine learning systems that can turn this data into better ad performance.
It knows that I’m more likely to click an Instagram feed ad than anything else. It knows I prefer carousels over videos. It knows I like to Learn More over Shop Now. Use this to your advantage.
3️⃣ Proper Setup
Now that you know that these auto-optimizations are occurring, here’s some things to consider. You want to feed this system the right raw materials.
Put in a wide variety of inputs. Don’t just turn on auto-placements; upload different crops of your images and videos so that they look great in vertical and square formats.
Ad text overlays in case the visual doesn’t show up with the text headline you were expecting. Make your ad adaptive and flexible, so that no matter what version gets shown, it looks great and is hard working.
If it’s not clear what you’re going to get, use the Advanced Preview tool so you can see all the placements, all the formats, and all the permutations of your ad.
4️⃣ Summary
The secret to outperforming your competitors with Meta Ads is to unlock all the power of its machine learning systems. Understand how they work, and then feed the system all the raw materials it needs to perform optimally. Ensure your ads look great no matter which tailored arrangement is shown to any given user.