Swap Selling Points Enhancement – Jon Loomer Digital

What is “Swap Selling Points”?

There’s a new Advantage+ Creative enhancement floating around. Here’s what you need to know…

How it Works

When creating a new image ad, I spotted an Advantage+ Creative enhancement called Swap Selling Points.

Here’s how Meta describes it:

We’ll replace the text in your media with AI generated text. This text features different selling points identified in your ad’s text options to help engage different people. Your media’s visual creative won’t change.

Meta doesn’t share an example, so it’s difficult to imagine how this might be executed. But let’s take the description literally.

The original creative would need to include text on it. Meta will then use AI to replace the text on the image with AI generated text. And it will pull from different selling points in your ad text options. So Meta wouldn’t just make up any text.

What’s interesting is that I could only get this enhancement to show up when I used an image without text on it. Using the same account and even the same ad, I tried images with text and the enhancement never appeared.

Some Potential

It’s certainly an interesting use of AI. But in its current stage, it requires a whole lot of trust to leave on without seeing an example. The benefit of some of Meta’s enhancements is that you can see beforehand how AI will be applied. That doesn’t exist here.

It would also help to be able to customize the versions Meta creates. And really, this could be really useful if that were the case. That may allow you to easily create many variations of your image without having to actually edit new images.

Do you have this?