Meta announced a series of updates to its Advantage+ and Shopping ads, designed to help brands improve engagement, drive conversions and deliver more personalized ads.
The platform claims the updates will help give consumers “the confidence to make a purchase after seeing an ad.”
Advantage+ creative optimizations. This feature can now automatically optimize video ads to fit Reels or the Facebook and Instagram mobile apps with a 9:16 aspect ratio. Advantage+’s creative optimizations also allow advertisers to dynamically generate multiple ad variations, tailoring them to each individual’s preferences for maximum effectiveness.
Advantage+ catalog ads update. Advertisers can now feature branded videos or customer demos instead of just static images. In addition, all global advertisers can now provide more engaging product information to shoppers through dynamic and personalized videos, as shown in the image below:
Images of heroes in catalog ads. Advertisers can now upload a hero image to the center of Advantage+ catalog ads. Meta will then use AI to dynamically show people the best products in their catalog to drive performance, as shown in the image below:
More eCommerce ad options. Meta is expanding access to its Magento and Salesforce Commerce Cloud integrations so more advertisers can use Shops ads. This includes combining Advantage+ shopping campaigns with Shops ads. Additionally, Meta is introducing store ads to partnership ads, which allow businesses to run collaborative campaigns with creators, brands, or other businesses.
Reminder ads. Advertisers can now embed external links to new products or sales in their reminder ads, improving the potential to convert interest into purchases. Also, this summer, Meta will introduce additional methods for advertisers to notify users when an event starts and before it ends. Additionally, Meta plans to expand reminder ads on Reels, providing advertisers with more interactive ways to connect with customers.
Promotional codes. Meta is introducing alphanumeric promo codes globally to allow more advertisers to display their promotions and help users discover and apply relevant and valid promo codes through Facebook and Instagram ads. According to Meta, advertisers who have previously used this feature experienced an average 9.1% reduction in cost per purchase in their campaigns and an average 10.1% increase in conversions.
Ads with product tags expansion. Starting in March, Meta will introduce product tag ads to the Facebook feed (currently only available on Instagram). Then, in April, Meta will launch product tag ads globally for all businesses, regardless of whether they have a store.
Collaborative ads update. Meta is improving its collaborative ads feature by giving advertisers more performance insights. Additionally, Meta is testing the ability for advertisers to use collaborative ads alongside Advantage+ shopping campaigns.
Coming soon. This spring, Meta will release Catalog Ads Advantage+ with full reporting capabilities. This managed service solution aims to help retail media networks demonstrate the effectiveness of ads on Meta platforms to drive both online and in-store sales.
Why we care Keeping up with the latest Meta advertising features and capabilities can significantly impact your success. These updates have the potential to extend your reach, improve conversions, and provide valuable insights to optimize your ads more effectively.
What Meta says. Meta said in a statement:
“Shoppers want to make faster purchase decisions without the need for outside help or guidance.” “[That’s why] we’re introducing new AI-based tools that provide more information and personalization to people at the point of discovery to give them the confidence to make a purchase after seeing an ad.”
Get the daily search newsletter marketers trust.
deep dive Read Meta’s announcement in full for more information.
[ad_2]
Source link
