Creative and testing
Dynamic creative
Letting the ad platform combine supplied images, videos, headlines and texts into ads, and show the combinations it expects to work.
What it is
Meta, Google (responsive ads, Performance Max) and others mix the pieces automatically for each placement and person.
Why it matters
For lead generation and e-commerceIt tests many combinations without making each ad by hand, and adapts to placements.
In practice
Supply distinct pieces, then read which assets the platform favours as a lead for the next round of ideas.
A common mistake
Reading the platform's favourite combination as a proven winner. The system optimizes for its own goal, with little control for chance.
All terms