Responsive ads come to Facebook with Multiple Text Optimization
Advertisers can create several versions of ad copy, headline and description at the ad level.
Facebook has rolled out a new responsive ad feature similar to what Google Ads launched last year. The feature, dubbed Multiple Text Optimization, allows advertisers to create several versions of headlines, ad copy and descriptions for a single-media ads. Facebook’s ad system then dynamically serves up the combination it determines will deliver the best results.
Why we should care
You can also use Multiple Text Optimization to test different how kinds (and combinations) of features and benefits resonate with different audiences. This type of multivariate option leaves messaging combinations to the algorithms and can accelerate testing of different types of messaging. The trade-off is in tightly controlling how your ads appear. It’s just one more indication of how machine learning is being applied to ad creative — across all of the major advertising platforms.
For reporting, digital marketing agency ClickThrough noted it was able to choose the Headline and Body custom columns to see how each variation and combination performs, but Facebook told Marketing Land that reporting will only show aggregate performance, and not details by variation, when the feature rolls out to all advertisers. Additionally, a “View more variations” button in Facebook’s ad preview tool allows you to see how your combinations work together before pushing the ads live.
About The Author
Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.
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