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Facebook Expands Responsive Ads

Multiple Text Optimization Launches In Facebook Ads Manager

Facebook is this week rolling out a new responsive ad feature known as Multiple Text Optimization.

As per the screen-shot above, the new feature allows advertisers to create several versions of headlines, ad copy and descriptions for ads.

Facebook’s ad delivery system then dynamically serves up the combination it determines will deliver the best results.

The feature appears to be the same in principle as Facebook’s Dynamic Creative optimisation, which launched in 2018.

At this early stage, multiple text optimization seems like a somewhat watered-down version of dynamic creative, more concerned with ad copywriting, at the advert level in a campaign.

Whereas, dynamic creative optimisation occurs at the ad set level.

Taking into account more variables, such as image, video, title, description, etc and automatically generates optimised ad combinations based on all of these components.

Facebook’s Existing Responsive Ads

It will be interesting to observe how the new multiple text optimization feature differs in practice to dynamic creative. The jury is still very much out on its effectiveness versus traditional ad split-testing.

While the idea of Facebook dynamic creative was, and is, a good one, it is not suitable for all ad campaigns.

Often working better on top of the funnel campaigns, centred on broader messaging to large audience cohorts, preferably running for a good amount of time.

Perhaps this is where multiple text optimization will come into its own? Who knows.

Google’s Responsive Ads For Search & Display

While Facebook’s foray into dynamic creative has been hit and miss, Google’s equivalents have been more successful, attracting wider adoption.

Google introduced Responsive Display Ads (RDAs) as its default option for display ads last year.

While Google’s RDAs tend to perform better than standard banner ads, the biggest complaint tends to be one of branding. Since Google is essentially building and designing ads from scratch to fit an ad placement. Resulting in some occasionally ugly banners.

Hence, advertisers will mix and match between RDAs and standard banners subject to desired outcomes.

Likewise, Google has had Respsonive Search Ads live since last year also. Again best viewed on a case by case basis, rather than assuming it will work in every setting.

Responsive Ads Are Here To Stay

Responsive ads have been around in one form or other, mostly via expensive adtech, for several years.

The 2016 Trump Electoral team was a keen and highly effective adopter.

Google and Facebook both have free dynamic options in the market, as above, and while both have pros and cons, both will inevitably improve.

Smart marketers should test all.

If you don’t think it's better than your current creative approach, park them and revisit in six months. In time all online ad creative will be delivered in this highly personalised manner.

Whether that time is now, however, is another dialemma all together…

Multiple text optimization is rolling out in Facebook Ads Manager now.


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