Do you want to decrease your cost per conversion?
Are you finding yourself updating ads all the time?
In this article, I’ll walk you through how to use Facebook’s new Multiple Text Optimisation feature to improve your ability to test and consequently increase your results.
Why testing your ads is so important
There are two main aspects of Facebook advertising: the setup and the management.
The setup phase makes us the foundation of your advertising and is comprised of activities such as audience research and creation, Facebook pixel and conversion event tracking setup and of course creating your actual campaigns in your Ads Manager dashboard.
What few marketers realise is that when it comes to success with Facebook ads and generating the highest possible return on ad spend, the key to success is not the setup but in fact the management of your campaigns.
Facebook ad campaign management includes all the activities you do once your campaigns are set to Live and your ads start to be delivered to your target audiences.
Some of the most important post-creation campaign maintenance includes analysing your results and then testing new variables, with the aim of improving your performance. However, they are unfortunately some of the most time-consuming tasks related to running successful campaigns and is often the thing which separates the good advertisers from the great.
What is Multiple text optimisation?
Multiple Text Optimisation is a new feature found at the ad level of the campaign structure, where you create the ads you want to show your target audience.
The Multiple Text Optimization feature gives you the ability to include multiple text variations of several components of ad copy, such as primary text (copy that appears above your creative), headline and link description. Facebook’s ad algorithm using machine learning will then choose from all the options you’ve entered when displaying the ad to your audience.
Multiple Text Optimisation displays different combinations of your ad components to your audience, similar to how Campaign Budget Optimisation finds optimal audiences. Both of these features are determined by the Facebook ad algorithm, which optimises to serve ads to those who will be most interested and responsive to it.
This expands the potential ad combinations and allows you to test more text variations more quickly than you could create them individually, therefore, driving better results, faster.
Multiple text variation reduces the impact of ad fatigue
The main outcome of using this feature is to improve your results through the use of multivariant testing. This allows you to find the optimal ad copy, headline and description combination.
However, it’s worth noting that there’s an additional benefit of using multiple text optimization and having more variations in that it actually works to reduce ad fatigue; this is significant since ad fatigue will negatively impact your campaigns. Multiple text variation also reduces the amount of time you spend managing your campaigns as it removes the need for manual copy refreshes.
Let me explain.
If you were to just create a single ad with one copy, headline and link description you can hit ad fatigue quickly, especially when your target audience is small, such as website custom audiences. This can also happen if you are aggressively spending with big budgets to reach your audiences faster and speed up the time it takes to get results.
When identifying ad fatigue and the negative impact it has on your campaign, such as a decline in your return on ad spend (ROAS), you’d routinely need to make sure you’re implementing manual refresh changes, which involve creating a new ad variation.
However, when using the Multiple Text Optimisation feature, instead of having to manually create a new ad and change one of the ad variables, you’ve already pre-loaded your campaign with more variations that Facebook can test as soon as one variation starts to decrease in performance.
How to create responsive ads using the Multiple Text Optimisation feature
In your ads manager dashboard click on Create. This will open the campaign creation window and will present one of the two ways to create campaigns, guided or quick creation workflow. The specific one you see will depend on which one you use the most.
In this example, we are going to use the quick creation workflow as it allows for faster campaign creation.
In the quick creation window, name your campaign something appropriate and that you will recognise at a glance, saving future-you from having to trawl through several ad sets at any one time to work out which each one is. Next, select your objective. For this campaign example, we are using the Conversion objective. With Facebook’s improvement in their machine learning over the last 12 months, this is now the most effective objective to generate sales or leads for your business when targeting any temperature of audience, cold warm or hot.
Make sure to check that Split Test and Campaign Budget Optimisation are toggled off. Name your ad set and ad and then click on Save to Draft. This creates a draft campaign in Ads Manager which we are now going to edit.
Once your campaign draft loads, you’ll see the campaign edit window 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.
Now at the ad set level, select your optimisation condition. Here, we are using it to market a lead magnet to our audience so want to optimise for the Lead event action. This is the event action that will be triggered when someone hits the thank you page after they have opted-in for the lead magnet.
NOTE: Multiple Text Optimisation can be used by all advertisers across multiple verticals. I’m going to cover a full breakdown of different use cases later in the article.
Now set your budget and schedule. In this example, we are targeting a cold Lookalike audience and can, therefore, set a higher budget due to the larger size.
How much of your audience you reach on a daily basis is determined by your budget allocation and therefore the time it takes to reach a statistically significant sample of your total target audience.
If you’re able to have a larger budget, you’ll be able to reach more of your audience faster and will generate results quicker. However, it’s definitely worth noting that setting too high a budget can result in over delivery. This can be determined if you have a sharp increase in ad frequency and hit ad fatigue fairly early, which will work negatively to reduce the effectiveness of your campaign.
As a rule of thumb for setting budgets, cold audiences such as Saved interest audiences and Lookalikes are the largest in size and will therefore usually require a higher budget. When targeting audiences further down the funnel, such as warm audiences of engaged video consumers or page/Instagram engagers and hot audiences of website visitors, a smaller budget can be utilised since your audience size has typically decreased.
Next, you want to move onto defining your target audience. Where in the funnel you are using Multiple Text Optimisation will heavily determine what audience temperature and therefore type your target.
In this example, we are targeting a Lookalike audience of previous lead magnet opt-ins. This type of cold audience targeting is one of the most effective strategies for an audience of this temperature when running lead magnet campaigns. With a Lookalike audience, as we’ve controlled the source we don’t need to narrow down the audience anymore via detailed targeting or even age or gender demographics.
NOTE: Lookalike audience creation is changing. Facebook is removing the country condition at the time of creation, instead, you now set it during campaign creation by the location targeting in your ad set.
Finally, set your placements and conversion window.
From historic data, we know that the highest quality traffic for this audience comes from Feeds placements on Facebook. If your new to Facebook ads or to marketing as a whole and don’t have any previous data you can use to inform your placement decision making, then choose Automatic placements. You can use Auto placements with the Conversion objective as Facebook will optimise for a specific action further down your funnel than just website visitors.
If you are using any other campaign objective, I’d recommend using Edit placements and Feeds, otherwise, Facebook will push the majority of your reach to high volume low-quality placements such as the audience network. For a breakdown of the different placements and when best to use them click here.
With our aim being to drive lead magnet opt-ins, which has a low barrier to action since it’s free, we can shorten the conversion window to 1 day after clicking. This is of course in reference to trying to drive a purchase conversion, which of course will naturally have a higher barrier to entry. This means that with the higher budget that we’ve set, Facebook will focus on optimising based on the people who have opted-in in the last 24 hours.
Now move on to creating the ad variations using Multiple Text Optimisation. First things first, select your Facebook page and Instagram business profile in the identity section.
In the create ad section, select your ad format. Single image/video, carousel or collection. This sets how your creative is displayed. Then choose the image or video you want to show your target audience.
In this example, we’ve created a piece of video content that first educates our target audience about common mistakes and then introduces the lead magnet.
Of course, your specific business, branding and niche will determine the creative you use, as well as what stage in the funnel you are targeting. For example, if you are an eCommerce company and you are targeting warm audiences positioning a sale on a product of yours, then your creative could be a slideshow video of product images or a single lifestyle product image.
Scroll down to the primary text, headline and description section. Here you’ll notice that you can see the text “Add another option” which is where we’ll add more variations of each of these ad elements. First add in your primary text, headline and description as you would when creating a regular ad.
In this example, we’ve used the Snap Benefit Action (SBA) copy method, which uses a call-out question (Snap) followed by benefit of the video (Benefit) and then relevant copy about the lead magnet with a call to action (Action).
For the headline, we’ve made it about the content of the video: Two most common Facebook ad mistakes. By using the new Multiple Text Optimisation feature we are able to test this headline against other ones we entered previously that are specific to the Lead Magnet.
Finally, for the link description, we’ve added information about the Lead Magnet.
Once we’ve created our first version of the ad, click on the “Add another option” text next to each of the text field elements. You can add up to 4 other versions, giving a total of 5 options for each element. That’s five ad copy variations, five headline variations and five-link description variations.
In this example, we are testing three different variations of each text element so need to add two more.
With each text variation, think of a different angle for your ads messaging. This could be highlighting different parts of your ad creative if you are a service-based business and are running content-based ads. Or if you are an eCommerce business it could be different product benefits, customer pain points, or even offers.
NOTE: You don’t have control of what combination of text elements are served to your target audience, so make sure to ensure each text variation you create still makes sense when paired with the variations for the different text components.
Once you have created the different variations in the ad text, review your campaign and publish for approval.
How best to use Multiple Text Optimisation across your Sales funnel.
Now you know how to use this new feature, let’s look at the different scenarios of how to use this new feature across your funnel.
#1 Use it to test variations on a specific piece of content positioned at the top of the funnel.
The first place you can use it is right at the top of the sales funnel when you position content to cold target audiences. Here the goal is to build awareness and recognition in the newsfeed amongst your intended audience. Use Multiple Text Optimisation to create different versions of ad copy and headlines for your content.
This could be either written content in the form of an article that links to your blog or native video content that your target audience consumes in their Newsfeed. Using only the headline text variation for articles is particularly useful as it allows you to discover the optimal article headline based on click -hrough rate.
#2 Use it when selling product or services to any temperature audience.
The second place you can use this new feature is when you are positioning product or services to any audience temperature – Cold, Warm or Hot.
You can create different versions of headlines, making sure they centre around your product or service offer. At this stage, 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.
For example, if you are an eCommerce company, test multiple headlines for your discount offer that you’ve positioned in your ad copy. 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 review site rating or scores such as Trustpilot, Feefo or Google reviews.
Multiple Text Optimisation Reporting
Finally, we’ll take a look at how Multiple Text Optimisation presents the results of using this feature.
To do this you’ll need to create a custom reporting column and select the ad creative elements of body text, headline. This will show you the aggregate performance of the variations but not the specific performance per variation.
What do you think?
How do you use Multiple Text Optimisation?
Let us know below!
By using Facebook’s new Multiple Text Optimisation feature you can increase your campaign performance by allowing Facebook to multivariant test ad copy, headlines and link descriptions to find the optimal combination.
This feature helps reduce the time it takes to manage campaigns, when combating ad fatigue, by having ready-to-go variations that can be introduced to your target audience when the effectiveness of another variation begins to decrease.
What do you think?
Are you using MTO?
Let me know by leaving a comment below!
About Charlie Lawrance
Charlie is an advertising strategist, writer, speaker, and agency owner. He’s the Founder and CEO of Gecko Squared, a Facebook and Instagram advertising agency that specialises in working with high growth clients from around the world including eCommerce, software and professional service businesses. He’s been planning and buying digital media for over 9 years since he started his first business aged just 18. Stay in touch by liking his Facebook Page (Charlie Lawrance).