If you’re working across the paid search landscape, you’re more than likely familiar with Googles responsive search ad format.
Responsive ads were introduced in 2018 and were set to streamline the process of creating ad variations.
Digital marketers were able to input multiple ad copy variations, from which Googles ad platform would then utilise machine learning to take care of the heavy lifting.
The responsive format would generate dynamic ads from the available variations, allowing brands to serve the most suitable ad for a given search query.
I was recently creating a Facebook campaign for a client in Ads Manager, when I stumbled across a new experience.
I noticed on the ad level that Facebook now caters for multiple input variations across the ad fields. This included the ad copy, headline, and description.
It was also possible to view each unique variation within the ad preview tool.
Similar to responsive search ads, this experience would allow digital marketers to streamline the process of creating ad variations.
Facebooks ad platform would also manage the variant testing across all ad paramaters.
On a reporting level, it’s also possible to use custom columns to measure the performance of each variation.
The new experience is separate from the existing split testing feature within Ads Manager. This new feature specifically caters for ad level optimisations.
Across Facebooks ad platform, I believe the work of digital marketers is becoming more generalised.
It’s now possible to allow Facebook to handle not only the ad placements within a campaign, but also the ad fields.
Of course, it’s more important than ever for digital marketers to review the ad performance data and make ongoing optimisations accordingly.
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