Throughout the year, advertising platforms like Google and Facebook continually update their offerings to make them more effective for advertisers and small business owners. Ad platforms release more updates and new mechanics around the holidays since most businesses will increase their advertising budgets at the end of the year. Facebook is no exception to this tactic, and the social media giant has introduced a way to serve dynamically created ads to specific audiences.
Facebook has an extremely diverse audience, which is helpful for finding the perfect audience for an ad campaign. However, this level of diversity can be a problem when you need to make an ad that can reach and convert with a wide range of audiences. In the past, trying to reach multiple audience demographics required advertisers to make many different ad variations. Last week, Facebook announced a series of tools that will make it easier to scale campaigns to reach diverse audiences.
The plan is for Facebook to use various signals and machine learning to determine which combination of ad assets, language, and more will be the most effective.
In a blog post announcing the new changes, Facebook stated, “Facebook machine learning combines data and signals from our platform, with insights you share, in order to make predictions for who the right people are for a given message. As people take different actions on and off Facebook, it creates intent signals that help us deliver a more tailored ad experience. We do this for both Organic and Paid content.”
One of the key ways Facebook does this is with its dynamic formats and ad creative solutions. Facebook uses data from customer behavior that lets them know if the viewer prefers one format (e.g. collection) or another (e.g. carousel), as well as how likely they are to engage or convert when they view content in their preferred format. Advertisers can leverage this solution within the Facebook Dynamic Ad unit when creating ads for the catalog sales, traffic and conversions objectives in Ads Manager or the API.
According to Facebook, “In a recent test of 12 eCommerce and Retail advertisers, we found that leveraging dynamic formats and ad creative outperformed carousel-only ads in driving lift across content views, add-to-cart, purchases, and sales. Results further showed an average of 34% improvement in incremental ROAS, 10% improvement in lift and 6% lower cost per incremental purchase, compared to carousel-only ads.”
Besides changing the ad format, Facebook can adjust the text to make ads more effective for a certain audience. Like responsive ads on Google, Facebook can mix and match text elements to craft a message that’s more likely to succeed. It even goes a step farther. Facebook is “making it easier for advertisers to leverage auto-translation for single media ads in Ads Manager.” This is a great feature to use for companies with international or multilingual targe audiences.
Advertisers should take some time to look into these options so they can make the most of them during the holiday season. For more recent news about updates to Facebook Advertising read this article on the newest Facebook ad placement options.