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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.

Responsive ads come to Facebook with Multiple Text Optimization 1
Advertisers can create multiple text options for their Facebook ads.

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.

Responsive ads come to Facebook with Multiple Text Optimization 2
Select these ad creative columns in Facebook Ads Manager to see how multiple headlines and/or body copy variations perform.

More on the news

  • Facebook’s responsive ads feature is different than its A/B testing feature that lets advertisers test different ad formats, visuals, headlines and CTAs with testing based on a specific objective (post engagement, Likes, conversions, etc.).
  • Google first introduced responsive search ads more than a year ago, allowing advertisers to enter multiple headlines and descriptions and have the system automatically serve them in various combinations.
  • We’ve asked Facebook if the new feature is available globally, and will update the story once we receive a response.

About The Author

Responsive ads come to Facebook with Multiple Text Optimization 3

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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