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Crossing Borders with Dynamic Language Optimisation

Providing engaging content to an international audience is an exciting prospect, but one that comes with its challenges and restrictions. The main issue that arises here, is the one of language. It’s needless to say that your audience should be able to read and understand the content that you have posted, and this new feature, as will be explained in this blog, will make achieving this much easier.

6 min read

Up until the recent launch of Dynamic Language Optimisation (DLO), businesses had two options when it came to advertising internationally. Either they would have to set up country-specific ad groups while translating ad content and creatives that are tailor made for the market’s language separately, which would include a ton of manual work. Or simply post it in a single language.

Well, in November 2017, Facebook announced a feature that is increasing relevancy and making life easier when it comes to delivering multilingual ads to the right audiences: Dynamic Language Optimisation.

What is Dynamic Language Optimisation?

Dynamic Language Optimisation is a Facebook feature that allows advertisers to use one ad group with up to six language variations, in order to show the suitable language version of the ad to the right audience. The six languages include the default language of the original post and up to five translations into other languages.

In other words, this feature will enable advertisers to develop one version of an ad in up to six languages, with Facebook optimising and assisting you in dynamically showing the right ad in the relevant language to the most relevant audience. Perhaps this reminds you of how Dynamic Ads also work to dynamically show relevant ads to the right people at the right time.

With DLO, a business can include multiple languages in a single ad campaign, with Facebook matching the right language to the right person, at the right time.

It is, however, down to you to translate the content, meaning Facebook will aid you in reaching the right and most relevant audience, but cannot help you create or translate the content.

Dynamic Language Optimisation is particularly useful when rolling out international campaigns that cross borders, especially in a continent such as Europe, where there is more diversity in language than most other places in the world.

As companies and businesses are constantly expanding to new countries and regions of the world, it is of vital importance to reach the right customers in their language of preference. Research has revealed that over 72% of consumers are more likely to purchase a product with information in their own language. Moreover, more than 56% claimed that the ability to obtain information in their own language is more important than price! Correct, some customers are actually willing to pay more for a product or service if the information they receive is in their language of preference! Those are some very telling statistics.

Furthermore, Dynamic Language Optimisation can be equally important when it comes to targeting an audience in a country that has more than one official language, such as Canada or Belgium for instance.

It’s also useful to know that anyone who is exposed to your ad, but whose primary language isn’t amongst the six used languages in your ad, will simply view the ad in the default language it was originally set up in.

In order to cut expenditures and optimise your social media budget, Facebook will help you “optimise for the best performance based on your total budget and campaign objective.” This means you can invest your budget according to the languages that generate the highest conversion and traffic rates, in a calculated and comprehensive way.

Advertising Objectives

Dynamic Language Optimisation can support you in achieving three goals or objectives:

1) Increase traffic to your website (Traffic)

2) Direct people to their app store so they can download your app (Mobile App Installs)

3) Get more people to use your website/mobile app and complete actions on it (Conversion)

Placement & Supported Ad Format

At the time of writing this post, Dynamic Language Optimisation is available on both Facebook (Desktop News feeds and Right Column) and Instagram (Feeds).

Currently, these are the supported ad formats:

  • Single Image
  • Single Video
  • Slideshow
  • Link Ad

Content & Limitations

What is also worth keeping in mind, is to remember that only one image can be used and applied to all variations. Any text used in that image cannot be translated. This makes it even more important for you to develop or use a creative that is suitable and understood across all the languages you are posting in.

Furthermore, there are two other main points that should be considered before deciding to go through with the Dynamic Language Optimisation feature:

When a user chooses to click on one of your ads that has been translated into their language, it is important to remember that they will be redirected to a landing page. At that point, you must ensure that the content on your landing page is also translated to their native language.

If this isn’t the case, then it defeats the purpose of the Dynamic Language Optimisation, as there’s not much use to being able to read or view the ad, but not the rest of the content. This will only result in an increased drop off rate from the website.

Another potential issue can be replying to the responses that your translated ad receives. Obviously, if for example, your original ad is translated into Swedish, then you can expect many of the replies to also be in Swedish. You’ll need to figure out how you plan on replying to these responses in their native language.

Therefore, before you fully start utilising Dynamic Language Optimisation, it will be crucial that you ensure you have the resources available to translate not just the ad itself, but the landing page and your replies to users’ comments too.

In terms of written content, the title, description and the body text have a maximum character limit of 255 characters.

Design Recommendations

Facebook News Feed and Right Column Image

  • File type: jpg or png
  • Image ratio: 9:16 to 16:9
  • Recommended resolution: Upload the highest-resolution image available (At least 720p)
  • Recommended Image Size: 1,200x 628 pixel

Instagram News Feed Image

  • File type: jpg or png
  • Maximum file size: 30 MB
  • Recommended resolution: Upload the highest-resolution image available that meets ratio requirements (At least 720p).
  • Minimum image width in pixels : 500
  • Aspect ratio tolerance : 1%
  • Minimum image ratio : 4:5
  • Maximum image ratio : 1.91:1

Facebook News Feed Video 

  • Video ratio: 9:16 to 16:9
  • Recommended resolution: Upload the highest-resolution video available that meets file size and ratio limits (At least 720p)
  • Video file size: 4GB max
  • Video length minimum: 1 second
  • Video length maximum: 240 minutes

Instagram Feed Video 

  • Recommended resolution: Upload the highest-resolution video available that meets file size and ratio limits (At least 720p)
  • Video file size: 4GB max.
  • Video length: 1 to 60 seconds
  • Minimum video width in pixels : 500
  • Aspect ratio tolerance : 1%
  • Minimum video ratio : 4:5
  • Maximum video ratio : 1.91:1
  • Maximum video duration in seconds : 60


  • Image size: 1280 x 720 pixels
  • Image ratio: 16:9, 1:1 or 2:3
  • Video uploads: Choose .MOV or .MP4 file types

Link Ad

  • Recommended Image Ratio: 1.9:1
  • Recommended Image Size: 1,200x 628 pixels

Creating an Ad using DLO

To start building your ad using Dynamic Language Optimisation in The Next Ad platform, first set up your campaign settings, followed by selecting your audiences.

After creating your campaign, you will have to decide what your objectives are. Once that has been set up, you click on 'Create Ad'. Choose the placement type for your ad, bearing in mind that these are limited, as previously mentioned. In the top right, you will see the 'Create in Different Languages' option in the form of a blue button.

Once you have clicked that, it will take you to this page.

That's where you will be able to submit translations in up to five different languages for the following information:

  • Website URL
  • Display URL
  • Headline
  • Text
  • News Feed Link Description

The URL translation is particularly useful if, for example, your ad leads you to an article or informative landing page. Should this page also be translated, then you should translate your Website URL accordingly.

Your Take on Dynamic Language Optimisation

Last year’s introduction of Dynamic Language Optimisation by Facebook has proven to be a game changer. This feature has enabled businesses to advertise internationally in a way that requires significantly less manual labour.

However, should you consider using it, you must ensure your business has the necessary resources to translate more than just the ad, in order to achieve a successful campaign.

What are your thoughts on this recent feature launch? Have you applied it to one of your company’s social media campaigns yet? Let us know in the comments section below!

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