Making it Easy to Scale More Personalized Ad Experiences
Making it Easy to Scale More Personalized Ad Experiences
Facebook BusinessPeople value News Feed content that is personally relevant and meaningful, yet many advertisers lack the time and resources to invest in personalized ads that can scale. That’s why we are rolling out new features that use machine learning to automatically deliver more tailored ad experiences to each person.
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. We’ll continue to invest in these prediction models in the future, leading to stronger business outcomes and a better overall experience for people.
Dynamic Formats and Ad Creative for Dynamic Ads
The dynamic formats and ad creative solution aims to meet people where they are in the customer journey by delivering a personalized version of the ad to everyone who sees it. We know, for example, that many consumers prefer one format (e.g. collection) or another (e.g. carousel), and are more likely to engage or convert when they view content in their preferred format. This allows you to dynamically show different ad formats and information to people based on what they are most likely to respond to. You 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.
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. Facebook internal data, Dynamic formats and ad creative - conversion lift results, sample size 12 retail and commerce advertisers, August-September 2019
Multiple Text Optimization in Single-Media Ads
Multiple text optimization enables advertisers to input multiple text options for the primary text, headline and description fields, when creating single-media ads for traffic, app installs and conversions objectives. This allows our ad system to optimize for delivery and performance using variations of the text options provided, based on individual preferences identified by our machine learning models.
Auto-translated Languages for Single-Media Ads
We are also making it easier for advertisers to leverage auto-translation for single media ads in Ads Manager. By using the “add languages” feature, advertisers can reach their international customers with messages in the local language quickly and efficiently. This helps advertisers save on resources to produce their own translations for key languages, while giving them controls to review and provide their own translations, should they prefer it.
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.
Advertisers interested in further tailoring their ads to meet consumers in their journey should consider testing and incorporating these new solutions into their Facebook marketing strategies going forward.
Get Facebook Business news in your inbox.
Sign up for our monthly newsletter for the latest updates, insights, marketing trends and articles from Facebook.
Tags
Strategy
November 13, 2019
Making it Easy to Scale More Personalized Ad Experiences
P
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. We’ll continue to invest in these prediction models in the future, leading to stronger business outcomes and a better overall experience for people.
Dynamic Formats and Ad Creative for Dynamic Ads
The dynamic formats and ad creative solution aims to meet people where they are in the customer journey by delivering a personalized version of the ad to everyone who sees it. We know, for example, that many consumers prefer one format (e.g. collection) or another (e.g. carousel), and are more likely to engage or convert when they view content in their preferred format. This allows you to dynamically show different ad formats and information to people based on what they are most likely to respond to. You 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.
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.1
Multiple Text Optimization in Single-Media Ads
Multiple text optimization enables advertisers to input multiple text options for the primary text, headline and description fields, when creating single-media ads for traffic, app installs and conversions objectives. This allows our ad system to optimize for delivery and performance using variations of the text options provided, based on individual preferences identified by our machine learning models.
Auto-translated Languages for Single-Media Ads
We are also making it easier for advertisers to leverage auto-translation for single media ads in Ads Manager. By using the “add languages” feature, advertisers can reach their international customers with messages in the local language quickly and efficiently. This helps advertisers save on resources to produce their own translations for key languages, while giving them controls to review and provide their own translations, should they prefer it.
Carousel ad with shipping info
Carousel ad with pricing
Collection ad with dynamic video
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.
Advertisers interested in further tailoring their ads to meet consumers in their journey should consider testing and incorporating these new solutions into their Facebook marketing strategies going forward.
Strategy ·
Making it Easy to Scale More Personalized Ad Experiences
We’re introducing machine learning features that allow advertisers to easily create personalized scalable ads. Read more to learn how you can automate to enhance customer journeys.
Strategy ·
Reach people who are actively shopping with ads in Facebook Search Results
Millions of interactions take place between Marketplace buyers and sellers everyday. Ads in Facebook Search Results now offers marketers a new way of connecting with shoppers.
Strategy ·
Making it Easier to Create Custom Stories Ads
We are introducing new customizable templates for stories ads across Facebook, Instagram, and Messenger to help you deliver your message in an immersive environment.
Get Facebook Business news in your inbox.
Sign up for our monthly newsletter for the latest updates, insights, marketing trends and articles from Facebook.