Facebook has launched the Multiple Text Optimization (MTO) feature in its responsive ads. This feature is similar to Google’s Responsive Search and Display Ads. Multiple Text Optimization has made it possible for advertisers to feed in various versions of the headline, ad copy, and description for one single-media ad. The various combinations will target different audiences based on what works best for whom based on granular metrics by Facebook
This follows on the heels of the launch of Lookalike Audiences by LinkedIn and options for browser, keyword and gender targeting by Quora.
What is Multiple Text Optimization
Multiple Text Optimization, or MTO, is a feature added to the Facebook ‘create ad’ section. It helps optimize each ad for the respective target audience by using different text combinations.
How does it work?
This new feature can be navigated to through either Business Manager or Power Editor. Using this new feature, you can put in the variations for each section of the ad. You can put in 5 title variations, 5 different CTAs, and 5 variations of the description. Of these, the titles, descriptions, and CTAs will be mixed to generate different versions of the ad.
You can view the different combinations before the ad is published, on the ‘View More Variations’ tab, to see what works together. Once published, Facebook will automatically combine different headings with different descriptions. These versions will be put out to various audience groups, which Facebook’s system will analyze. It will then optimize and generate the best performing combination using machine learning
Implications
Using MTO, Facebook will customise how your ad appears to different target audiences, based on their viewing history. While this will help customise ads according to different target groups in one go, advertisers might lose some amount of targeting control. This is because the ad will be put out according to Facebook’s algorithm and not the specifications set by the advertiser. Moreover, you can only view the performance numbers as an aggregate of all the combinations, and not how each combination worked.
Why MTO is good for your brand
You can use MTO to test different features with different audiences and to see what resonates best with whom. This testing is accelerated through machine learning, enabling faster insights. While this ad will automatically be optimized for the target audience, it will also help you create the next set of ads with more insight on audience reactions.
Another way of using MTO effectively is by advertising the new product to old customers. Remarket to your old customers by including text variations targeting those who have visited your website. Since they already know and trust your brand, the conversion rate will be easier here.
MTO is thus important for building a brand through digital marketing and making your ads effectively more relatable to customers. Since this feature is similar to Google’s Responsive Search and Display Ads, some of its uses and benefits are the same. Leveraging MTO this way will definitely prove useful in creating a successful Facebook marketing strategy for your brand.
