Translate Text Feature – Jon Loomer Digital

Some advertisers are seeing an “early release” feature to generate their text using AI.

Here’s what you need to know…

How it Works

When viewing the Advanced Preview in Ads Manager, I’m seeing a new feature called Translate Text under Advantage+ Creative enhancements. Meta uses AI to generate translations of your text for people who speak other languages.

There’s a button to “customize,” but it doesn’t appear you can actually customize the text. Your primary text and headline are eligible for translation into multiple languages.

It looks like not everyone will get the same translated languages. At the top, it says this:

Our data shows that some of your audience may understand other languages. Including the following translations of your text may help customize your creative and make your ads more relevant.

In other words, it appears that the translations provided are based on my specific data. I have translations for nine languages in all, including Spanish, Portuguese, German, and French.

I’ve found this is available for single image and video ads. I’m not finding it when using carousel or Flexible Ad Format.

Should You Use This?

This is certainly an interesting option, though it comes with some risk. The text is translated automatically, and there’s no way to customize the languages or translated text at the moment. Granted, the entire point of this is that you weren’t otherwise creating translations, but know the risk involved.

Advertisers have had the option of providing manual translations for years, but it’s surely not a feature that was used much due to the manual work required. This has the potential to be quite useful and make ads more accessible across languages, particularly when combined with the Translate Voiceover feature I covered yesterday that’s in testing.

This enhancement is part of the Early Release Program that gives some advertisers early access to test features. I’ll cover more about that program in my next video.