Facebook has started rolling out useful new features on its advertising platform. These features are gleaned from machine learning and they work to dynamically customise ads for a finely-personalised experience for individual users.
These features save advertisers time and money
Using these new features will allow advertisers to deliver highly personalised adverts to users without using the time, effort and money usually involved in segmenting audiences for targeted campaigns. Each advert will pretty much make itself more relevant to each user by incorporating past shopping and browsing habits and preferences.
The company claims that its innovations will combine the data, signals and other insights offered by users to make accurate predictions about who a person is and what the optimal message for that person is. Everyone, it says, uses Facebook and other platforms in a unique way and by creating “intent signals”, users can give advertisers the information they need to create an individualised ad experience.
These new features work both on organic and on paid-for content.
Here’s what you need to know about the features themselves.
The Dynamic Formats and Ad Creative feature
This new Facebook Ads feature makes sure that each individual user that sees an ad sees a version of it that’s personalised to them. Using the Dynamic Formats and Ad Creative feature allows advertisers to offer different formats tailored to get the best response from each viewer.
One good example of this feature in use is if a user typically prefers to look at products displayed in carousels rather than in catalogue form. If this format gets more time, attention and, crucially, purchases, from a particular user, then this is the format that the ad will deliver to them.
The Multiple Text Optimisation feature
With this feature, advertisers can use one of several options for the primary text, the headline and the description fields for an item. Facebook can then automatically optimise the advert by using the user’s historical preferences.
The Multiple Text Optimisation feature is useful when an advertiser is creating single-media ads for use within an app, for traffic and for conversions objectives.
The Auto-translated Languages feature for single-media ads
By using the Add Languages features, advertisers can reach their global markets much more easily. They can deliver ads to existing and potential customers all over the world and those ads will be translated into the local language. Even better, advertisers will be able to provide their own translations or review the automatic translations to make sure that they’re as accurate and effective as possible.