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Facebook Adds New ‘Optimize Text Per Person’ Option for Automated Ad Customization



Here’s a new consideration for your Facebook ads.

Facebook is now rolling out a new option in the ad set-up process called ‘Optimize Text Per Person‘, which, when activated, will choose whether to highlight the primary caption, the headline or the description text to each user, based on what Facebook’s system determines that viewer will best respond to.

Facebook optimize text

As you can see in this screenshot, posted by Leon Grigg (and shared by Matt Navarra), in the ad setup process, some users are now seeing a new ‘optimize text per person’ toggle. 

As per the description:

“When it is likely to improve performance, allow text to swap between fields, such as showing your headline as primary text”

So if your ad headline was ‘Winter Sale’, and your description was ‘Get discounts on all outdoor gear’, Facebook’s system may choose to swap them around for selected users, so that the main text would be the ‘Get discounts…’ prompt instead, based on what it determines each user is more likely to respond to. 

How, exactly, Facebook determines that response likely comes down to several algorithmic factors, but the idea is that Facebook’s system, which knows that ads people have responded to in the past, will have a better idea of what each person will want to see, and will optimize accordingly, without you having to do anything extra when creating your ads.

Which could be an effective approach. It’s similar to Facebook’s multiple text variations for ad copy, which it added back in 2019, which gives advertisers the capacity to add several variations of their ad text in a single campaign, with Facebook’s systems then be able to choose which version to display to different users based on their usage behaviors.

Facebook text variations

This new version is very similar, though it lessens the onus on the advertiser to create wholly different copy variants, with Facebook’s systems now able to determine likely response based on more simple elements.

And that could improve your results. At the least, it’s worth an experiment, and it may reveal new behavioral trends and approaches that you hadn’t previously considered.


It’s not available to all users as yet, but Facebook appears to have made it more widely available this week. 

We’ve asked Facebook for more info on the roll-out, and we’ll update this post if/when we hear back.



LinkedIn Shares Marketing Industry Insights and Tips in Latest ‘Big Thinking’ Digital Magazine



LinkedIn Shares Marketing Industry Insights and Tips in Latest 'Big Thinking' Digital Magazine

Looking for a marketing-related read for the long weekend?

LinkedIn has published the second edition of its ‘Big Thinking’ digital magazine, which includes a range of interviews, insights, tips and notes on various marketing-related subjects and trends.

The 36-page magazine includes expert notes on sustainable marketing practices, evolving messaging processes, and creative tips – from Disney no less.

There’s also a section which looks at how marketers can mitigate the loss of cookie tracking data, and how to build an employer brand (and why you should).

LinkedIn Big Thinking magazine

LinkedIn has also included expert interviews on customer experience, digital transformation and creative B2B strategies, among other elements.

There are some good notes, which could help you formulate a more effective marketing approach for your brand, in line with the latest trends, while it’s also handy to stay up to date with the latest trend insights and tips to keep your market knowledge fresh.

And it’s free. If nothing else, it’s a quick overview of some of the key trends that are playing on the minds of the top industry professionals, which will likely trigger at least inspiration in your own efforts.

You can download LinkedIn’s latest ‘Big Thinking’ digital magazine here.


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