What Is Creative Consistency and Why It Matters for Facebook Dynamic Ads (DPA)

By Celtra

Illustration: Rina Barbarić

Shoppers crave creative consistency. In fact, 74% are more loyal to companies with consistent, high-quality branding in creative content. What exactly does this mean? It’s time for marketing organizations to think critically about their campaigns, like Facebook Dynamic Ads (DPA), if they want to move the needle. 

The challenge is how to maintain consistency at scale. Teams are working harder and faster than ever before to keep up in today’s market. With so many internal team members and external partners moving at lightning speed, more people often means more errors. If it wasn’t challenging enough, it becomes an even bigger hurdle when ensuring consistency in global organizations across different countries and regions. 

Although it may sound like a tremendous feat, it doesn’t have to be. That’s why we’re bringing you a short guide to learn everything you need to know about creative consistency, how to achieve it, and where Creative Automation fits in the picture. 

Let’s jump in. 

Understanding Creative Consistency

Creative consistency is maintaining brand voice and visuality across every single touchpoint, no matter how big or small. That’s because a brand story is told not through TV spots or billboards alone, but in-aisle, on digital banners, email newsletters, and so much more. Even in the smallest of touchpoints, consistency is everything.

As Leigh Finney, Associate Creative Director at SmileDirectClub said on the Brand-Side podcast, “We’re all digital now. We’re all overstimulated. Design excellence, consistency, messaging, and keeping it simple is the key to really standing out and making an impact.” It’s not about throwing content in front of people and seeing what sticks. It’s about quality and reliability. 

The Importance of Modular Design Systems in Branding

Defining creative consistency is one thing, but achieving it is another. One of the most effective ways is to rethink creative production. By shifting creative production strategy to a design-first, modular approach, marketing teams can easily achieve and maintain creative consistency. This is because a modular approach allows creative teams to develop just a few templates that can automatically adapt to all campaign needs with interchangeable components, like headlines, CTAs, product images, pricing, etc.

Modular design systems are taking the creative industry by storm. In Brand Excellence in a World Where Every Impression Is a Brand Impression, João Paz, Head of Design at MullenLowe U.S., notes that  “It’s important for brands to develop a modular design system that tailors every element to encode their message. This way, as elements are stripped out to adapt to smaller formats and different channels, the heart of the brand isn’t lost.” If brands want to ensure creative consistency across the funnel, then modular design is the production strategy to turn to. 

Where Advanced Design Automation Fits In Creative Consistency

Another way to ensure consistency across thousands of assets is through advanced design automation. Versioning and resizing assets can lead to errors and are cumbersome for designers. So high-volume and quick-turnaround campaigns need better solutions. Luckily, creative automation offers solutions to create multiple designs from one single source. Here are some of our favorite advanced design automation features: 

  •  Auto-Cropping: Upload source images to generate crops for scaling creatives across multiple sizes in minutes   
  •  Auto-Layout: Automatically adjust layouts and resize creative components to fit different content variations without the hassle of manual editing
  • Auto-Sizes: Build one design template and let automation create the additional sizes to bulk produce distribution-ready assets immediately
  • Automated Text Treatment: Ensure text is displayed properly with a built-in library of standard break rules and custom text rule management capabilities

What are Facebook Dynamic Ads (DPA)?

Facebook Dynamic Ads (DPA) helps to automatically promote the most relevant e-commerce products to people who have expressed interest in your brand. With DPA, Facebook advertisers can personalize or retarget their full product catalogue to potential new customers with the latest pricing and availability information.

Facebook Dynamic Ads work beyond e-commerce. Facebook has seen DPA successes in the travel, automotive, and property industries. As long as you have a Facebook pixel or SDK installed on your website or app, DPA should work fine for your brand. Essentially, you need a strong feedback loop between your online product catalogue and your ads.

Once you have the tracking tags installed, all that is left to do is to upload your product catalogue to Business Manager and set up your campaign once. After that, Facebook will continuously advertise the products for as long as you want.

The challenge, however, remains – how do we launch a personalized or retargeting Facebook DPA campaign that ensures creative consistency across the funnel?

Why Lower-Funnel Facebook Dynamic Ads Need Consistency

The challenge is not with setting up Facebook Dynamic Ads but marketing it. We’ve all seen our fair share of boring product shots on plain white backgrounds on Facebook. When 85% of shoppers are more likely to trust brands with high-quality and well-designed creative content, these lower-funnel ads completely drop the ball. 

Creative consistency matters across every touchpoint, so why does it stop with lower-funnel efforts? Marketing organizations need to break the cycle if they want to maintain brand integrity and drive stronger performance. Here are three quick tips to revolutionize your dynamic product ads: 

  1. Drive consistent branding through modular design production
  2. Take an integrated approach and apply the same look and feel from upper-funnel campaigns to lower-funnel assets 
  3. Try single-product, model, bundle, or lifestyle shots besides your typical product packshot 

How to Drive Creative Consistency on Facebook Dynamic Ads with Creative Automation

If you’re looking for one solution that supports creative consistency across the funnel, then it’s time to consider Celtra’s Creative Automation for Dynamic Product Ads (DPA). Not only does the platform support modular design, advanced design automation features, and revolutionize Facebook DPA, but it drives collaboration and team efficiency. With Celtra, you can: 

  • Effortlessly govern your brand and performance assets on one cloud-based platform
  • Adopt a modular approach to produce campaign assets with improved brand governance at a lower cost and without the additional work
  • Automate the production of multiple designs from one single source with advanced design automation features
  • Transform your Facebook Dynamic Product Ads into high-quality, on-brand creative at scale 

Ready to learn more about Celtra? Send us a note today!

Stay creative and listen to an episode of our Brand-Side podcast, like Building a Company and Brand Through Authentic Storytelling w/ Luciana Rozenberg or Why It Pays to Approach Campaigns w/ a Design Mindset with MullenLowe.

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