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Dynamic Ad Sets Vs. Static Ads

With Facebook's ever-changing algorithm, we’re here to go over the two important ad set structures you can implement in your ad account (as well as the pros/cons of each) to maximize the most out of your results!

Facebook ads manager gives you the option of choosing two ad set structures:

  • Dynamic Ad Set - you submit a batch of photos, gifs, and images — then Facebook automatically chooses which one to show depending on what performs the best.

  • Static Ad Set - you manually set each video, image, and gif as a separate ad and manually monitor the data yourself.

So which one provides better overall long-term performance? Let’s go over the pros and cons of each one:

Dynamic Ad Set

How to enable it: Go to the ad set, and click the section that says “Dynamic Creative” (turn it on) - note you will only be able to have a single ad (all other ads you may previously had in the account will condense into one).

Pros:

  • Dynamic ad sets usually have better performing longevity associated with consistent numbers.

  • Simplicity. Rope in up to x10 videos, images, and gifs all in one ad set. (We usually recommend sticking to high performing creatives you’ve used in the past).

Cons:

  • Slow start (due to FB optimizing all variations).

  • Cannot test which specific creatives are top performers as they are roped into one catalog.

Static Ad Set

How to enable it: No special requirements. These are classified as separate ads within the ad level of settings.

Pros:

  • Extremely fast start in terms of performance when implementing a new campaign.

  • FB can optimize each ad at the same time without going through a queue of trialing like the Dynamic ad set.

  • Can see specific data on which creatives (videos, images, etc.) perform best as they are all individual.

Cons:

  • High momentum from the start but starts to drop off (not as consistent compared to a dynamic strategy).

Which one should you use?

In terms of which one to use, we recommend using both and A/B testing which one performs at a higher and more consistent rate for your business. There’s no harm in testing all avenues.

We find the pros/cons to be generally true across the board. Every niche and market position that you may be advertising for is unique and different. Try each one out!

But if we’re talking which one to choose overall, it depends where you’re at in the stages of your advertising journey.

If running ads for the first time, we recommend trying static ads first for a few reasons:

  • Extremely fast start.
  • Allows you to pick out which creatives are high performers because you can see specific data comparisons between all ads.
  • You can pick out winning creatives for future campaign use.

Once you’ve found the top performing creatives, throw those in a dynamic ad set for consistent longevity in performance.

Using both of these strategies has allowed us an agency to keep performance consistent — as well as utilizing FB’s algorithm in our favor.

Try it out for yourself and let us know the results! 

 

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