What is Multiple Text Optimization ( MTO ) on Facebook Ads?


multipletextoptimaization

 

Facebook recently introduced an ad feature similar to Google’s responsive search ad and display ad. In the previous versions, Facebook allowed only a single text option for the primary text, headline, and description in the ad copy. In the new version with MTO, Facebook allows multiple options for each section for the ad copy.

When we are using multiple options to highlight your products and services, Facebook will show different sets of text to different people based on their interests. This feature is available only for a single image and video ads. This feature can be used for conversion, traffic, or app install objectives.

How does it work?

multipletextoptimaization

 

You can access this feature with the help of a business manager and you can add up to 5 headline variations and 5 variations of the descriptions. Facebook will decide which ad variation needs to be shown to the audience based on their interests.

On the ‘View More Variations’ you can preview the different combinations of the Ad texts before publishing. Once an ad is published and approved, Facebook will combine the different headlines and descriptions. The Facebook algorithm will optimize and generate a combination of ad text and all these combinations are shown to the audience. One drawback is that Facebook will report metrics for a single ad, so you will not be able to measure the performance of each text variation.

 

Effective text variations.

Primary text

  • Option 1: Your partner for an active lifestyle.
  • Option 2: This winter we introduce new lifestyle collections

Headline 

  • Option 1: Exclusive 50% offers!
  • Option 2: Price starting from just 999!

Description 

  • Option 1: A unique product from the most trusted brand
  • Option 2: Built using the finest fabric available to mankind

 

Text combination 1 :

Primary text: Your partner for an active lifestyle.

Headline: Price starting from just 999!

Description: A unique product from the most trusted brand

Text combination 2 :

Primary text:Headline: Price starting from just 999!

Description: Built using the finest fabric available to mankind

Text combination 3 :

Primary text: Your partner for an active lifestyle

Headline: Exclusive 50% offers!

Description: A unique product from the most trusted brand

Text combination 4 :

Primary text:  This winter we introduce new lifestyle collections

Headline: Exclusive 50% offers!

Description: Built using the finest fabric available to mankind

 

Why MTO is a great opportunity for an Advertiser?

We have introduced you to MTO. Now, let’s look at how MTO help brands to get maximum ROI through Facebook campaigns.

As an advertiser, you always want to try multiple text copy combinations to identify the best performing ads. Currently, you need to do this manually by setting up different ads and targeting the right planned audience.  MTO makes this easy.

Multiple text optimization helps you test the different Ad text options to the audience and it will show which is the best with whom. Then best-performing text combination is automatically optimized for the target audience with the help of a Facebook algorithm.

TeamSuccesso is an online marketing company focusing on helping businesses to sell more online. TeamSuccesso focus on online discovery, eCommerce Marketing, and conversion optimization. In case you have a question or an interesting assignment for us, You can reach out to us here. 

 

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