While responsive and dynamic ads are proven to get results, they can also be risky. All you need to do to minimize these risks is a bit of planning and some attention to detail.
It is no secret digital ads deliver. Potential customers see brand messages when searching on Google or Bing, and when scrolling through social media feeds. What consumers do not know is that it takes a lot of heavy lifting to create an effective ad. Choosing an audience profile, selecting images, writing meaningful headlines, and crafting punchy descriptions take time. Then testing an ad’s effectiveness and fine-tuning messages can wear out even the best marketers.
Platforms—like Google and Facebook—offer services to do the heavy lifting for you. Google uses Responsive and Dynamic Ads, and both pull in content differently. Facebook uses Dynamic Ads. Marketers provide the elements of an ad, such as headlines, images, and descriptions. Google or Facebook mixes, matches, and tests the various combinations with Artificial Intelligence (AI) algorithms for determining which ad is best to serve to an audience.
Sounds easy, right? Just pen some catchy headlines, upload a couple of photographs, and add a product description. Then Google or Facebook figure out which combinations are irresistible to your audience and presto; you start making money. If only it were that simple.
Before you get started with Responsive or Dynamic Ads, here are four things you need to know.
1. AI is Smart
If you are not sure which headline works best with which photograph, or which description will get the best click-through rates, then Responsive Ads or Dynamic Ads may be your best friend. Google and Facebook sincerely want your ads to succeed. Their algorithms can be effective at testing, predicting, and choosing the best combinations. Instead of guessing which creative combinations will work best for a specific audience or campaign, let the platform do the work. Selecting this option is not undermining the importance of excellent copy and graphics. It allows you to spend more time focusing on the message rather than figuring out which ad combination might work better than another.
2. AI is Not That Smart
Digital robots are impressive, but they are only as smart as the developers. And even the best artificial intelligence needs a savvy marketer keeping it in check. In other words, set-it-and-forget-it is never a good marketing strategy. Ask any of us about methods for effective digital advertising and you are likely to hear, “Which one?” The biggest platforms, like Google and Facebook, are continually reshaping ad delivery for optimal search and social advertising return.
3. All Ad Elements Does Not Match Every time
The unique concept behind Responsive and Dynamic Ads is to allow the platform to figure out which of your ad elements (headline, image, and description) work best for a specific campaign and audience. But even the best AI has difficulty judging nuances in human behavior and buyer intent. Sometimes the platforms will run through every conceivable combination before landing on a winner. Emphasis on all. Watch out, because if an image does not work with one of the descriptions, or the headline does not match the image, your campaign can quickly come off the rails. You would not want to show a picture of a bicycle with a description touting the efficiency of a V8 engine. That is an apparent mismatch. Even subtle disconnects can be equally problematic. The solve? Do your homework. Plan carefully. Ensure all elements work together, no matter what.
4. Find an Expert
We strongly encourage brands to partner with an agency that genuinely understands Responsive and Dynamic ads and how they come together for successful campaigns. Ensure your agency’s paid search and paid social teams have active Google and Facebook certifications. You may also want to know how often their platform specialists have eyes on your account. You will want to know if your agency is setting it and forgetting it. And finally, find an agency executing digital advertising media ad placement every day as its core business, ensuring your marketing dollars are in good hands.
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