The presence of automation and artificial intelligence in digital marketing is becoming increasingly evident.
It’s easy to see why.
Online advertisers are always looking for new ways to optimize their campaigns and companies like Google and Facebook are more than happy to oblige. All parties – company, advertiser, and consumer – ultimately win when an ad can quickly find the right audience.
Facebook Ads’ new Multiple Text Optimization feature sets out to accomplish that exact goal.
Advertisers can now list multiple ad-text variants and Facebook’s algorithms will automatically determine which combinations are most effective at engaging specific users. You can create multiple versions of copy, headlines, and descriptions and give them to Facebook to pull and test.
It’s similar to Google’s Responsive Ads feature that they integrated into their own platform last year.
How it works
You, the advertiser, simply create your text variants under the Dynamic Creative category in the Facebook ads platform. Facebook then does the rest by optimizing combinations of those elements and delivering them to the audience most likely to engage.
How’s that determined? By a series of granular metrics.
Think of it as built-in automatic multivariate testing which is another form of split-testing.
This makes the feature a form of machine learning and it’s accomplished by Facebook combining data and signals from their platform with your own insights that you share.
Something you should be aware of is that your ad spend will need to be significant for Facebook to be able to properly test each element. If you have three headlines you want optimized, it’s going to cost you more to see results from this feature than if you only had two.
Why you should care
To better understand why this feature could be beneficial, think of how much time you and other affiliates normally spend on testing different ad elements.
This is a prime example of how machine-learning and digital marketing is a match made in heaven if the technology in place is effective. It can help you determine the most effective strategy and it can get you to that conclusion sooner than you would have otherwise.
It should also help you development a better idea of what to write for your ads’ headlines and other copy in the future. The insights you gain from this feature will accelerate the process of figuring out what works and what doesn’t long-term.
Facebook had this to say regarding the feature:
“By leveraging machine learning to dynamically select ad formats, creative and text at the ad impression-level based on what might work best for the individual in question, we can improve advertiser performance and the consumer experience.”
You can read more about their objective with MTO (multiple text optimization) here.
What it Means
Advertising platforms are understandably using AI to try and improve their service as are networks, MaxBounty included, and tracking platforms. It’s not exactly a new idea. The intriguing part is that we don’t know just how large its presence may become.
There’s never been a magic money-making recipe for advertising, digital or otherwise. Determining what’s going to drive people to generate a lead or make a purchase usually requires an element of guesswork. The more machine-learning technology can minimize that guesswork, the more effective the advertising.
This may only be the beginning of a potentially long-term trend that could impact the way affiliates use several traffic sources.