Tools can be used with Advantage+ Shopping Campaigns to optimize the performance of advertising pieces
Black Friday 2024 will take place on November 29th and companies are already preparing for one of the most important commercial dates on the calendar.
With advertisers in mind, Meta has introduced its new advertising tools that aim to help companies reach customers with the right messages at the time of purchase.
According to the company, the tools can be used with Advantage+ Shopping Campaigns, powered by AI, to optimize the performance of advertising pieces.
Advertisers can also leverage these new tools with AI-powered Advantage+ Shopping Campaigns to further optimize their performance, and now with more format options, businesses can implement a diversification strategy for greater efficiency and reach.
Among the new features of Meta is the possibility of highlighting promotional codes in ads to make it easier to apply discounts and encourage purchases. “We are starting to implement new features that give businesses tools to promote their promotions more prominently in ads. This includes testing first-time purchase offers and personalized discounts, as well as introducing this feature to Instagram Reels,” explained the bigtech.
Additionally, marketers will also be able to direct users to a mobile app, making it easier to make in-app purchases and increasing the frequency of notifications about upcoming offers.
Meta has also released the use of “Sitelinks” so that businesses can add different landing pages to a single image or video ad in the Facebook feed. “This way, a beauty company, for example, can offer products like skincare, makeup, fragrances and holiday items. With Sitelinks, people can go directly to a specific page in these categories with just one click on the ad,” it said.
With an eye on the holiday season, Meta has also begun testing the ability for advertisers to show ads to people who are more likely to make in-person purchases, highlighting stores that are closest to consumers.
Omnichannel functionality is a new option within a campaign’s sales objective, which already allowed advertisers to optimize online sales.
The company is also testing a traveler-focused tool that aims to help businesses reach tourists, shoppers and visitors in their city or region by showing ads to people interested in a specific location. For example, if someone is planning a holiday trip and engages with social media content or searches for new activities in that city, they could be served ads by brands looking to boost their seasonal sales.
