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Static vs. Dynamic Ads

Written by: Juliana Casale, Director of Marketing

Marketers make a lot of choices on a daily basis, and the information they act on changes frequently. In an effort to keep the advertising industry straight, we’ve launched a new series of blog posts, affectionately titled “Versus.” Here we will discuss two sides of Facebook advertising, and how each can help your brand.

As we’ve said before, there are a few rules you should always follow when it comes to Facebook ad creative; namely:

1.  Keep the branding uniform, but adapt to different audience segments by experimenting with text, imagery and CTAs.

2. Allow at least two weeks to test out a few campaign iterations and focus on what works.

3. Because 64% of Facebook users visit the site on a daily basis, you will need to refresh your ads regularly.

That said, there are some differences between static and dynamic advertising that you should focus on when launching your creative.


According to Facebook, the amount of content a user could see during any given visit to their News Feed, unranked, would average 1,500 stories between updates from friends and Pages. Facebook’s algorithms allow it to prioritize down to 300, based on previous likes, hides and scrolling activity. Here’s how to make sure users don’t scroll past yours:

  • On Facebook, your options for static image ads include Page Posts, Page Likes and Mobile App Installs. Depending on the format, they will either reach the News Feed or right hand side rail on desktop, or just the News Feed on mobile.
  • Focus on seasonal topics whenever you can to create a real-time vibe. Some major upcoming events in May include Cinco de Mayo, the Kentucky Derby and Mother’s Day.
  • Half of all adult Facebook users catch up with an average of over 200 friends and family members. Centering your content around regionally trending topics that they are already likely to see is a great way to make your ads seem less intrusive.
  • With video, the goal is to raise brand awareness and word of mouth. In contrast, static ads are aimed at directing consumers somewhere else, so make sure your landing page or app is ready to receive visitors.
  • Facebook does not allow ads with images that are more than 20% text. Use this Grid Tool to make sure you are in compliance!
  • In the great debate of product vs. lifestyle photography, one thing’s for certain: people love animals and babies (just think of how many you see in your News Feed from friends…)


Facebook users say they especially appreciate seeing photos and videos from friends in their News Feed. In fact, a Pew Research study found that 47% of respondents reported that’s a major reason why they use the site. Visual stimulus is a key differentiator between ads that perform well and ads that don’t. Some tips for optimizing your dynamic content:

  • On Facebook, your options for dynamic ads are News Feed mobile (install with video) and Page Post video ads. Most marketers agree two minutes or less works best for length.
  • Humorous content is far and away the most popular among Facebook users. If your brand is known for being mischievous, youthful or clever, then funny videos are your sweet spot.
  • Videos can take hours, days and weeks to perfect. Make sure your subject matter is evergreen so it’ll go a long way for a long time.
  • Experiment with editing techniques, narration, and video lengths (30, 60, 90, and 120 seconds) so you’ll have plenty of pieces to use for testing.
  • Everyone wants to go viral. Is your video share-worthy? Because video production is so labor-intensive, it could be worthwhile to use a focus group to ensure high levels of interest before you deploy your first campaign.
  • Gaming companies see the best ROI from videos that show gameplay and describe game features. Here’s an example.
  • Facebook allows you to tag people in your video, so using staff members or friends as your cast is a great way to increase shares and your audience. If you’re thinking about tagging people NOT in the video…. please don’t be that guy.


Regardless of whether your ad is a page post video ad, page like ad or mobile app ad, Facebook allows you to reach over one billion users who are accustomed to liking, commenting on and sharing content. Creating marketing campaigns that are original, native, timely and targeted properly is your best chance of maximizing paid spots. It’s also worth noting that younger demographics on Facebook have larger followings — so if you can appeal to the 18-29 year old set and get them to share your ads, you’re likely to get a nice distribution boost.

Want to make an impression on your audience? Check out our latest eBook – “Getting Creative: The Secret to Facebook Advertising Success.”

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