If you’re experienced with the PPC landscape, chances are you’re familiar with Google Ads’ responsive search ad format. Introduced in 2018 to streamline creating ad variations, the ad format allows digital advertisers to input multiple copy variations for Google to dynamically create ads using machine learning. This process enables brands to serve the most suitable ad for a given search query with little effort on their part.
In October 2019, Facebook followed Google’s lead and rolled out similar functionality for social media advertisers: Facebook Responsive Ads.
Today we’ll discuss all the latest news about the new responsive ads and everything you need to know so far.
What are Facebook Responsive Ads?
Responsive Ads on Facebook, also referred to as Multiple Text Optimization, allow you to input several versions of headlines, ad copy, and descriptions with your ad creative:
Facebook’s machine learning system then dynamically serves ads from the combination it determines will deliver the best results.
Creating these responsive, dynamic ads isn’t much different than creating other text or media ads on Facebook (more on this below). However, it may require more ad spend. This is because the machine learning system needs the necessary ad budget to run its own tests of the various text elements. It must be able to collect enough response data to determine what combinations perform best.
Fortunately, that extra ad spend could pay off if Facebook determines more effective ad presentation combinations than you were using previously, leading to increased user action.
Not to be confused with Facebook’s A/B testing functionality
Facebook Responsive Ads are different from the platform’s A/B testing feature:
While Event Responsive Ads are automatically created and served by Facebook using the best possible text element combination, the A/B testing functionality enables you to split test different versions of the same ad (different ad formats, visuals, headlines, CTAs, etc.) to see what drives the best results based on your objective (post engagement, Page likes, event responses, conversions, app installs, video views, traffic, lead generation, etc.).
You can then run the winning ad version based on the best result relevant to your campaign objective:
Standard KPIs for ads in split tests include impressions, reach, clickthroughs, CPC, and more.
Why use Responsive Ads?
The primary benefit of Multiple Text Optimization is that you can automatically serve the best ads to different audiences. Not only that — but you don’t even have to test the variations yourself. The multivariate option leaves all copy and messaging combinations to the machine learning algorithms to test for you to determine the best ones. It’s a digital marketing win-win.
On a reporting level, you can use custom columns to measure the performance of each combination:
According to Facebook, though, reporting will only show aggregate performance when the feature rolls out to all advertisers in a few weeks — and not details by each variation. Additionally, Facebook’s ad preview tool contains a “View more variations” button so you can see how your combinations work together before actually publishing your ads.
How to create Facebook Responsive Ads
Creating Responsive Ads on Facebook is straightforward and done directly from the Facebook Ads Manager:
1. Choose your ad type and upload the necessary media:
2. Enter your primary text, along with up to 5 variations of it by clicking “Add another option.” On the same screen, add up to 5 headline variations and up to 5 link description variations:
3. Preview your ad with all the variations you’ve defined by using the dropdown lists shown below. You can mix and match your different primary text, link descriptions, and headlines to preview the different combinations. You can even opt to see the different previews on desktop or mobile:
As of November 2019, there has been no word about ad placement or advertising platforms (Facebook-only, Instagram, Audience Network, etc.) for Responsive Ads.
Drive conversions with Responsive Ads
If you’re advertising on Facebook, you’ll want to experiment with Responsive Ads because the machine learning capabilities are sure to improve your campaign results no matter your objective.
While you’re waiting for the new ads to roll out, you can’t forget to focus on the post-click landing page. To ensure every ad click converts, send all of your prospects to a unique post-click landing page to take action. Request an Instapage Personalization demo to see how it’s done and start driving more conversions today.
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