Responsive ads come to Facebook with Multiple Text Optimization

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 ad. 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, you can choose the Headline and Body custom columns to see how each variation and combination performs, digital marketing agency first ClickThrough noted. 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.

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