AdEspresso

AdEspresso is Facebook and Instagram ad software from Hootsuite for building, split testing and optimizing campaigns, sold as a flat monthly subscription.

AdEspresso builds every combination of a Facebook or Instagram ad from one set of images, headlines and text, then tracks which version wins. Hootsuite announced its acquisition of AdEspresso in February 2017, and the product is sold today as AdEspresso by Hootsuite through AdEspresso LLC. It works on top of Facebook's own advertising system rather than replacing it. Campaigns built in AdEspresso stay in the advertiser's ad accounts and remain manageable in Facebook Ads Manager if the subscription ends. The product is organised around Create, Manage, Analyze and Collaborate. Create assembles ad variations in bulk for split tests, and Automatic Page Post Promotion boosts organic posts that meet the parameters an advertiser sets. Manage holds Optimization Rules, which pause the ads costing the most and raise or lower budgets on CPA and CPM triggers. Analyze offers the Inspector breakdown of results by variable, tag-based aggregated reports, scheduled reporting and white-label PDF reports. Collaborate adds Campaign Approval and per-account analytics or management permissions, while AdEspresso University teaches ad skills. AdEspresso suits small and medium businesses, agencies and online stores whose paid social runs on Facebook and Instagram. Agencies get the most from the approval flow, view-only client access and reports that carry their own branding. It is sold as a flat monthly subscription in three plans, which differ by the ad spend they manage, the seats they allow and the support included. Ad spend itself is billed by Facebook to the advertiser's own account, separate from the subscription, and every plan starts with a trial. A typical cycle starts with a split test of new creatives, after which Automatic Optimization favours the variations that perform. Rules then watch cost per result and pause ads that drift above target without a manual check. Lead campaigns sync new contacts automatically, and the top plan adds Salesforce contacts sync and API access. For an agency, the cycle closes with a client approving the next campaign and receiving a branded report on the last one.