Dynamic creative optimization (DCO) is an automated way to build ads from parts. You upload images, videos, headlines and text. The ad system combines them into variations and shows each person the version it predicts will work best. In Meta, the feature is called dynamic creative.
DCO, catalog ads, A/B tests and Advantage+ creative
These four are often confused. Each changes something different.
| Term | What varies | Use it to |
|---|---|---|
| Dynamic creative (DCO) | Combinations of the creative elements you upload | Find which parts work together for different people |
| Advantage+ catalog ads | The products shown, pulled from your catalog | Show each person relevant products |
| A/B test (split test) | One variable, shown to separate groups | Get a clean answer on which version wins |
| Advantage+ creative | Enhancements to a single image or video | Adapt one ad's look to each person and placement |
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Try for Free ($0 Trial)How it works in Meta
With dynamic creative in Meta Ads Manager, you upload several creative elements, such as images and headlines. Meta combines them automatically into variations. The variations depend on the elements and placements you choose.
Meta is shifting this job to newer formats. Since June 2024, Meta says new ad sets with the sales or app promotion objective may not offer dynamic creative. Existing campaigns are unaffected for now, and Meta recommends the flexible ad format for a similar result.
The flexible ad format takes up to 10 images and videos in one ad. Meta's delivery system then picks the media or combination, such as single image, video or carousel, for each person. It works with the traffic, engagement, sales and app promotion objectives. Meta's page now notes that the format may not be available to every advertiser, and points to multi-media ads instead.
There is also Advantage+ creative, which Meta says creates variations from a single image or video and shows a personalized ad to each person. If you turn on the option to optimize creative for each person, Meta may crop media, swap text between fields or create videos from images.
Limits to know
- Meta reports dynamic creative results as one total across all variations. So Meta advises against using it instead of a split test.
- Dynamic creative doesn't work with ads in multiple languages, asset customization or ads with political content.
- You can create up to 1,000 ads that use dynamic creative.
- Meta's creative fatigue labels don't appear for dynamic creative, so watch ad fatigue through frequency and cost per result instead.
How to set it up
- Create a campaign with a supported objective, such as traffic, engagement or sales.
- At the ad level, choose Flexible as the format in Ad setup. If you can't see it, click More options.
- Add up to 10 images and videos, plus several primary texts and headlines.
- Group media with different text combinations if you want more control over pairings.
- Let the ad set leave the learning phase before you judge it.
- Replace the weakest elements with new ones, and keep the winners running.
To learn which element drives results, run a separate A/B test on that one variable.
Example. A coffee brand uploads six images, two videos, four headlines and three primary texts to one flexible ad. Meta shows carousels to some people and single videos to others. After two weeks, the team replaces the two images that got the least delivery and tests a new headline angle.
In Madgicx. Generate new image ads to feed your tests, and use creative analysis to see which ads and assets drive results. A chart of frequency against cost per click shows which ads are tiring and need fresh creative.
FAQ
Does Meta still have dynamic creative?
Yes, with limits. Since June 2024, Meta says new ad sets with the sales or app promotion objective may not offer dynamic creative, and it recommends the flexible ad format instead.
What is the difference between dynamic creative and flexible ads?
Dynamic creative mixes your images, headlines and text into variations. The flexible ad format also chooses the format, such as single image, video or carousel, for each person and placement.
Is dynamic creative optimization the same as A/B testing?
No. Dynamic creative optimization reports results across all variations combined, so Meta advises against using it in place of a split test when you need a clear winner.
How many images and videos can a flexible ad use?
A flexible ad can use up to 10 images and videos, according to Meta's help page. You can also group media with different text combinations.
What are dynamic creative optimization tools?
Dynamic creative optimization tools are platforms that build and test many ad variations for you. On Meta, the built-in options are dynamic creative, the flexible ad format and Advantage+ creative.
Related
- In depth: Dynamic creative optimization vendors, Flexible ads are replacing dynamic creatives, Dynamic creative on Facebook, Advantage+ creative explained and ad testing
Sources
- About dynamic creative, Meta Business Help Center
- About the flexible ad format, Meta Business Help Center
- Meta's help page on creative fatigue labels, Meta Business Help Center
