Facebook is rolling out several new features that use machine learning to deliver more personalized ad experiences to its users.
It’s no secret that people value content that is “personally relevant and meaningful” to them, and this, of course, also applies to Facebook News Feed content. However, creating personalized ads that can scale is a very time-consuming process and one that often takes up many resources.
To help out, Facebook is rolling out new ad features that use the power of AI to automatically deliver ad experiences that are more tailored to each user. Facebook’s system uses data and signals from its platform and with insights advertisers share, to make “predictions for who the right people are for a given message.”
Facebook already tracks users’ intent signals both on and off its platform, for Organic and Paid content; these signals help it deliver a more tailored ad experience.
Dynamic Formats and Ad Creative for Dynamic Ads
Facebook’s dynamic formats and ad creative for dynamic ads helps advertisers target people “where they are in the customer journey by delivering a personalized version of the ad to everyone who sees it.”
Facebook already knows that certain people will one format (e.g., collection) vs. another (e.g. carousel), and are therefore more likely to engage or convert when they view content in a “preferred” format. Advertisers can show different ad formats and information to users, dynamically, “based on what they are most likely to respond to.” This solution can be used within the Facebook Dynamic Ad unit when an advertiser creates the ads for three objectives: catalog sales, traffic, and conversions.
The effect of this personalization on results is impressive. According to Facebook,
“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, a 10% improvement in lift, and 6% lower cost per incremental purchase, compared to carousel-only ads.”
Multiple Text Optimization in Single-Media Ads
With multiple text optimization, advertisers are able to input multiple text options for an ad’s primary text, headline, and description fields. This feature is available when creating single-media ads for traffic, app installs, and conversions. Facebook’s ad system will then optimize for delivery and performance, using these variations to personalize ads based on specific user preferences that its machine learning identifies.
Auto-translated Languages for Single-Media Ads
Advertisers running campaigns in multiple countries (and multiple languages) can now use the auto-translation “add languages” feature for single media ads in Ads Manager. This way, they can reach international customers with tailored messages in a specific local language. This, of course, helps them save resources needed to produce translations, however, they are also given the control to review and provide alternate translations if necessary.
Collection ad with dynamic video
Facebook also uses machine learning to dynamically select formats, creative, and text at the ad impression-level, depending on what it knows may work best for a user. This can both improve performance and consumer experience.