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-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.

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.
• Facebook said the option will roll out to all advertisers in the coming weeks.