Meta Unveils Enhanced Features for Advantage+ and Shopping Ads
Discover the latest enhancements in Meta's automated ad tools, including a new service designed to optimize campaign measurement for retail media networks.
"Sociable" is Andrew Hutchinson's latest take on the latest social media trends and updates, brought to you by Social Media Today.
Meta has recently introduced a variety of new advertising updates, with a special emphasis on retailers and users of their automated Advantage+ campaigns.
There are various niche use cases within these new updates that may be relevant to your business.
The first update is called “Advantage+ creative optimizations,” which will optimize your video ads for Reels, or the mobile Facebook and Instagram apps with a 9:16 ratio automatically.
Meta ShopTalk update
That will help more brands tap into the popularity of the various Meta video formats, with Reels being the key focus.
According to Meta, the daily watch times for reels and videos on our apps have been increasing. In the fourth quarter, the watch times for all types of videos grew by over 25% compared to the previous year. It is worth noting that people are now resharing Reels a staggering 3.5 billion times every day.
Advertisers will now be able to create different versions of an ad using the new process. This will give the system more choices to show users, depending on which ones they like best.
Meta is also enhancing its Advantage+ catalog ads by allowing the inclusion of branded videos or customer demonstration videos, in addition to static images.
Meta ShopTalk update
Catalog ads, introduced by Meta in beta testing last year, offer personalized recommendations tailored to individual users' interests. This new approach enhances the ability to highlight relevant products on the platform.
Brands can now upload a “hero” image in the center of their catalog ads on Meta, allowing the AI to showcase the best products to drive performance.
In addition, Meta is expanding eCommerce ad options by integrating Shops ads into management systems like Magento and Salesforce Commerce Cloud. This integration also allows for direct purchasing from collaborative campaigns through branded content ads, now known as “Partnership ads.”
There are some new features in Reminder Ads on Instagram. Advertisers can now add external links to promote a new product or sale in their Reminder ads, making it easier for people to make a purchase. In addition, advertisers will soon be able to alert people when an event begins and ends.
Meta ShopTalk update
Meta’s also looking to expand Reminder ads to Reels in the coming months.
We are excited to announce new Promo Codes promotions on Facebook and Instagram. Additionally, we will be introducing ads with product tags on Facebook Feed in March (currently only available on Instagram). Furthermore, in April, we will be making ads with product tags globally available for all businesses, regardless of whether they have a Shop or not.
Meta ShopTalk update
Meta is enhancing its Collaborative ads feature by offering more detailed analytics on performance. Additionally, Meta is currently experimenting with allowing advertisers to use Collaborative ads alongside Advantage+ shopping campaigns.
Meta is also developing Advantage+ Catalog ads, which will include omnichannel brand and product level reporting. This new managed service solution aims to assist RMNs in demonstrating the impact of ads on Meta platforms in driving online and in-store sales.
There have been numerous updates, each serving different purposes and levels of relevance. Although there may not be a groundbreaking change that grabs all the attention, these updates offer significant value for specific brands.
You can read more about Meta’s latest ad updates here.
Editor's P/S:
Meta's recent advertising updates provide a comprehensive suite of enhancements tailored to the evolving needs of retailers and users. The focus on Reels optimization, enhanced catalog ads, and expanded eCommerce integration empowers brands to leverage the growing popularity of video content and personalized recommendations. These updates offer tangible benefits for businesses seeking to drive performance and connect with consumers in meaningful ways.
Additionally, the introduction of Reminder Ads on Instagram, Promo Codes promotions, and Collaborative ads analytics further expands Meta's advertising capabilities. These features enable advertisers to engage with customers at various touchpoints, promote sales, and gain insights into campaign performance. The integration with Magento and Salesforce Commerce Cloud streamlines the eCommerce process, making it easier for businesses to manage campaigns and drive conversions. Overall, Meta's latest advertising updates represent a significant step forward in providing businesses with the tools and capabilities to succeed in the dynamic social media landscape.
