When it comes to running successful ad campaigns, every digital marketer faces the million-dollar question: What works better, dynamic creatives or branded ads?
While both have their merits, the answer largely depends on your goals, audience, and, most importantly, the data. Let’s break it down, so you can walk away with a strategy that doesn’t leave you second-guessing.
First Of All, What Are Dynamic Creatives?
Dynamic creatives are the 'Swiss Army' knife of ad formats. With these, you upload various headlines, images, videos, descriptions, and CTAs into your ad platform (think Meta or Google), and the algorithm does all the work. It tests different combinations to find the one that works the best for your audience.
Pros:
Automated optimisation: Platforms like Meta dynamically test multiple combinations, learning in real time what performs best.
Personalisation at scale: Dynamic creatives allow for micro-targeting different audience segments without manually creating dozens of ads.
Faster insights: Need to know if your audience loves bright visuals or punchy headlines? Dynamic creatives will show you, often within a few days.
The Case for Branded Ads
Branded ads are the ultimate perfectionists of advertising. Every detail, copy, image, and tone is meticulously created to represent the brand’s identity. These ads don’t rely on machine learning to test variations, they’re about reinforcing your brand’s voice.
Pros:
Brand consistency: You’re in control of how your brand is presented, which is crucial for industries where trust is important. For example: finance or healthcare.
Recognition: Repeating your logo, colours, and messaging fosters familiarity, which is key for long-term conversions.
Storytelling: If you’re launching a new product or telling a narrative, branded ads allow for more cohesive storytelling than fragmented dynamic creatives.
When to Use Dynamic Creatives
Dynamic creatives shine when your campaign goals prioritise conversion volume over branding. Here’s where they make the most sense:
Testing New Markets: If you’re entering a new market, dynamic creatives can help you understand what resonates.
Lower AOV Products: For low-ticket items, high personalisation (achieved through dynamic creatives) can nudge users toward making impulse purchases.
Seasonal Campaigns: Running a holiday campaign? Dynamic creatives can quickly identify which offers, colours, and tones work best during short sales cycles.
PRO TIP: Boost performance by providing well-crafted, on-brand headlines, images, and other input options. The algorithm delivers the best results when it has high-quality assets to work with
When Branded Ads Take the Lead
Branded ads work better when building trust is a higher priority than quick wins. Here’s when to rely on them:
High AOV Products: Selling a $2,000 Peloton? People need to trust your brand before handing over their credit cards. Branded ads build that credibility.
Long-Term Campaigns: If your campaign isn’t time-sensitive, branded ads let you focus on consistent messaging that reinforces your brand identity.
Niche Audiences: For specific groups (think medical professionals or luxury shoppers), branded ads allow for a polished, premium feel that dynamic creatives might miss.
So, Which One Actually Drives Conversions?
It’s not about one versus the other—it’s about balance.
The most successful campaigns usually combine both approaches. Here’s how:
Phase 1: Test with Dynamic Creatives
Use dynamic creatives early on to test headlines, images, and formats. Let the data reveal what works.
Phase 2: Scale with Branded Ads
Once you know what resonates, incorporate the best-performing elements into branded ads. This ensures you’re optimising for conversions and maintaining brand integrity.
PRO TIP: If you’re using Meta, test both strategies under separate campaigns. Dynamic creatives work well under Advantage+ campaigns, while branded ads might need manual oversight in standard campaigns.
Metrics You Need To Keep An Eye On
Whether you’re running dynamic creatives or branded ads, keep an eye on these metrics to gauge success:
CTR: Tells you how engaging your ad is.
CVR: The ultimate indicator of whether your ad drives action.
ROAS: A must-watch to ensure profitability.
For branded ads, also monitor brand recall surveys to assess long-term impact. For dynamic creatives, focus on audience engagement metrics to understand personalisation effectiveness.
Final Thoughts
Dynamic creatives and branded ads each have their place in a well-rounded marketing strategy. The secret lies in knowing your campaign’s objectives and leveraging the strengths of both approaches. Need high conversions fast? Go dynamic. Building a brand for the long haul? Stay branded.
At the end of the day, the real winner is the marketer who knows how to adapt. Test, learn, and evolve your strategy because no two audiences are the same.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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