NEWS AND TIPS
By Joshua Brennick
Multiple text optimization is a newly introduced feature that can be found at the ad level of the Facebook campaign structure. The ad level is where you create the ads you want to show your target audience. This new feature enables advertisers to include multiple text variations of various components of ad copy such as primary text (copy that appears above your creative), headline, and link description. The benefit of using this new feature is thanks to machine learning. By using machine learning, Facebook’s ad algorithm will choose the best option for each individual user when displaying the ad to them.
The way it works can be related to how the Campaign Budget Optimization feature finds optimal audiences. With multiple text optimization, it displays different combinations of your ad text to your audience based on what the ad algorithm determines they’ll be most interested in. This not only expands the potential ad combinations but other benefits of this feature include the ability to have more variations which will decrease ad fatigue (which negatively impacts your campaigns), and it will also reduce the amount of time you spend managing your campaigns because it removes the need for manual copy refreshes.
By using multiple text optimization, instead of having to manually create a new ad and change one of the ad variables, you’ve already preloaded your campaign with more variations that Facebook can run as soon as one variation starts to decrease in effectiveness. This opens up more time for you to focus on other aspects of marketing or if you are the owner, running the business.
This new feature can be extremely beneficial when you’re positioning products or services to any audience no matter where they fall on the sales lead temperature list—cold, warm, or hot. Create different versions of headlines built around your product or service offer. For new customer acquisition, offering a price incentive such as a discount on an order minimum or a free consultation for services works extremely well at this stage. If you’re an eCommerce company, one headline variation could be the specific offer percentage and code to use, another could be the end benefit of using the product, and the third could be social proof in the form of a rating or score from a review site. Here’s how to get started using multiple text options in your Facebook campaigns.
How to Create Personalized Ads Using the Multiple Text Optimization Feature
In your Ads Manager dashboard, click on Create to create a new campaign. This will open the campaign creation window and present one of the two ways to create campaigns—guided or quick creation workflow. The specific one you see depends on which one you use most. To keeps things easy to go along with, we will say that to use the quick creation workflow. Ensure that Split Test and Campaign Budget Optimization are toggled off. Name your ad set and ad and then click Save to Draft. This creates a draft campaign in Ads Manager that you’re now going to edit.
Choose Your Optimization Condition
When the draft of your loads, the campaign edit window will appear from the right of the screen. Select the ad set level of your campaign by either clicking on your ad set name at the top of the edit window or from the main navigation in the pop-out menu on the left.
Once you have arrived to the ad set level, select your optimization condition. As an example, if you’re selling a product, it would be the Purchase event.
Set a Budget and Schedule
The next step is to select your budget and campaign schedule schedule. Set your budget based on what audience temperature you’re targeting with your Facebook campaign. Your budget is important because it dictates how much of your audience you reach on a daily basis and therefore the time it takes to reach a statistically significant sample of your total target audience for effective optimization.
Define Your Audience
Now it’s time to select your target audience. The place in the sales funnel where you use multiple text optimization will determine what audience temperature (cold, warm or hot lead), and therefore be who you should target.
Set Your Placements and Conversion Window.
From historic data, you know that the highest-quality traffic for this audience comes from the Feeds placements on Facebook. If you don’t have any previous data you can use to inform your placement decision-making (I would first recommend you begin keeping track of these extremely helpful insights), then choose Automatic Placements. You can use auto placements with the Conversions objective because Facebook will optimize for a specific action farther down your funnel than just website visitors. If you’re using any other Facebook campaign objective, I recommend using Edit Placements and selecting Feeds; otherwise, Facebook will push the majority of your reach to high-volume, low-quality placements such as the Audience Network.
Select Your Ad Creative
Now is the fun part…for most that is. It’s time to create the ad variations using multiple text options. First, select your Facebook page (and Instagram if you have one) business profile in the Identity section. In the Create Ad section, select your ad format (single image/video, carousel, or collection) and then choose the image or video you want to show your target audience. The ad format you choose sets how your creative is displayed. The creative won’t change from variation to variation; only the text elements such as copy, headline, and link description. The creative you should use depends on your specific business and what stage in the sales funnel you’re targeting. Next, scroll down to the primary text, headline, and description section and you’ll see the text, “Add Another Option.” This is where you’ll add more variations of each of these ad elements. First, enter your primary text, headline, and description as you would when creating a regular ad. After you’ve created your first version of the ad, click on Add Another Option below each of the text field elements. You can add up to four alternate versions, giving a total of five options for each element. That’s five ad copy variations, five headline variations, and five link description variations. In this example, you’re testing three different variations of each text element so you need to add two more. One important thing to note is that you don’t control what combination of text elements are served to your target audience so ensure that each text variation you create still makes sense when paired with each variation for the different text components. Once you’ve created the different variations in ad text, review your Facebook campaign and submit it for approval.
To sum it all up, by using Facebook’s new multiple text options feature, you can add variations of your ad copy, headline, and link description. Facebook then chooses the optimal combination of ad copy, headline, and link description for your audience based on user preferences. This feature helps reduce the time it takes to manage campaigns by having ready-to-go variations that can be introduced to your target audience when the effectiveness of another variation begins to decrease.
JBrand Media was founded in 2013 by Joshua Brennick, 2019 recipient of The Nashua Telegraph "40 Under Forty" award, with the purpose of helping educational institutions and businesses utilize digital marketing to achieve their marketing and sales goals. Since the launch in 2013, JBrand Media has provided successful services to many clients in various industries ranging in size from small to large.