If your brand has an international audience, one challenge can be serving ads in the user’s primary language. That challenge is significantly reduced with the availability of Facebook’s Dynamic Language Optimization (DLO).
Until now, advertising to a universal audience meant one of two things: a) Lots of manual work or b) Ignore it and focus on a single language.
To account for multiple languages, you’d need to create multiple ad sets — one for each language. You’d then create a separate ad for each ad set. You’d go through the typical process of providing a link, thumbnail image, headline, text, link description, and call-to-action button for each ad.
But, with Dynamic Language Optimization, you can use one ad set and one ad with up to six language variations. It’s easy then to A|B Test your creative in multiple languages because Facebook automatically optimizes to show the right language variation of the ad to the right people. By running DLO, Facebook has control over which creative is served and can more quickly optimize a high volume of creative combinations versus just running many ads per ad set.
There are two primary examples of when this would come in handy:
1) Advertising to a single country that is dominated by two or more languages
2) Advertising to multiple countries at a time
Previously, in order to target different languages each campaign would have to be split up into numerous language-specific and target location ad sets.
With this new feature, however, advertisers are able to load up multiple language variations of the same ad, and Facebook will dynamically show the ad in the relevant language for each user.
Thinking outside of Facebook campaigns for a moment, for certain regions in the world it’s not always obvious which language to prioritize for your marketing activities. If that’s the case, then this is a very efficient and quick way to find out.
Thankfully it’s remarkably easy to set up a test and get things going, as long as your campaign goals match those currently available with the DLO.
You can access DLO via the Ads Manager. Firstly, you must set up a Traffic, Mobile App Install or Conversion campaign. If you want to drive any other objective, the option for Dynamic Language Optimization will not currently appear.
You may wish to optimize ads to show in numerous languages for multiple countries. Yet here lies a complication: you can only currently set up one ad set for each country. Within each location, however, six languages can be applied.
Your next step is to edit your placements as there are restrictions here too. Your ads can only appear on Instagram, Facebook Newsfeed and right-hand side, or Audience Network. Finally, you can move on to design your ad.
The ad itself must be a single image as this option cannot be applied as yet to carousel ads, but hopefully that will come in time. From here, you select a default language which will also be the language you see in all of your previews.
The image will remain the same, so remember to ensure that you don’t use something with text on it. At this stage, you can enter the text that each user will see for the headline, text, newsfeed link description and also the destination URL (you can then direct users to language-specific versions of your web pages).
Once this is done, you are ready to start testing! You should also be aware though that because you are using a dynamic ad set, you can only have one ad in each.
The different versions can now be seen and edited in Power Editor, meaning you can continue with your normal workflow if Power Editor is your preferred way of working. Another thing to note however is that if you are sending previews to clients to approve, they will only be able to view the default language version using the preview link.
For reporting data, assuming you are testing the efficacy of creating DLO ads, then simply select the ad set and click on Breakdown and Asset Type (ex. single image or video). You can compare CTR and CPC, and then validate your campaigns.
Facebook will transform UA advertising through 2020. Facebook has all of the pieces for an app campaign-style product that is likely to be a combination of CBO + DCO + DLO. (Campaign Budget Optimization + Dynamic Creative Optimization + Dynamic Language Optimization). Facebook is working on a new feature that will optimize creative, creative placements, bids, and budgets for social marketers. We expect this new capability to be out sometime in Q1 2020, so stay tuned.
In the meantime, check out Facebook’s Power5 best practices for running campaigns, and feel free to contact us with any questions.