Why are both features necessary?
you probably know it now Dynamic creativity is being phased out Used for app promotion and sales goals. But it can still be used for all other targets, at least for now.
Meta says that when running an app promotion or sales campaign, you should use Flexible advertising formats instead.
according to Yuan’s documentation, the flexible ad format is only available for these two goals. I still see it in traffic campaigns, but I think it’s being phased out.
Functional similarities and differences
Both features function almost identically. Although there are subtle differences, they all achieve similar goals.
Dynamic creativity You are allowed to submit up to 10 images or videos, five text options, five titles, and five descriptions. The algorithm will then mix and match combinations to try to give you the best results.
Flexible ad format allows you to submit up to 10 images or videos. While Meta’s documentation doesn’t specifically mention text variations, this is a built-in feature of all ads and is available for the first time thanks to dynamic creatives. The results are almost the same.
Beyond that, there are some very minor differences that don’t necessarily have a major impact on the results:
- Enable dynamic creatives in ad sets and flexible ad formats in ads
- Dynamic creatives let you test Multiple CTA buttons Flexible ad formats don’t
- Flexible ad formats rotate based on the images you provide, while dynamic creatives do not
These differences aside, good luck naming the differences, or explaining why one is better than the other.
Goal specialization
However, the two functions appear to be specialized depending on the goal. Meta wants us to use flexible ad formats for app promotion and sales campaigns, and dynamic creative for all other goals.
Why? What’s the point? Why can’t there be just one function available for all targets?
I’m struggling to understand the significance of this added complexity. Can anyone explain this?
