As the holiday season approaches, Meta has introduced several new ad features designed to boost end-of-year campaign performance. These updates focus on streamlining the customer journey, enhancing user engagement, and driving both online and in-store purchases. Below is a detailed overview of the latest updates and their potential impacts on advertisers.
Simplified Discount Code Promotions
Meta has enhanced its discount code functionality, allowing businesses to display codes more prominently in their ads. Users can now apply these codes seamlessly, with automatic application at checkout. The update includes a more visible code notification overlay, improving the user experience and increasing conversion rates.
- Key Benefit: Easier application of discount codes during the shopping process, encouraging on spot purchases and reducing friction at checkout.
- New Features: Personalized discounts and first-purchase offers are being tested to drive further engagement, particularly for shopping.
This builds on the previous update from July, where Meta made it simpler for advertisers to include discount codes in their ads.
Enhanced Reminder Ads with Dynamic Overlays
Meta is improving its Reminder Ads feature, which allows businesses to keep their offers top of mind. With new overlay prompts directly on feed posts, users will see timely reminders of promotions they’ve engaged with, increasing the likelihood of conversion.
- Key Benefit: Higher engagement and recall of time-sensitive promotions, with Meta increasing the frequency of reminder notifications to boost visibility.
- New Feature: Reminder ads will now display overlays, making it easier for users to interact with the promotion and return to it when ready to purchase.
Site Links for Multiple Landing Pages
Advertisers now have the option to include multiple landing pages in a single image or video ad through the Site Links feature. This allows brands to direct users to specific categories or product pages with just one click from the Facebook feed.
- Key Benefit: Increases flexibility in ad targeting by offering users multiple pathways from a single ad, catering to various interests and improving overall ad relevance.
Driving In-Store Purchases with New Ad Targeting
A new promotion type is being introduced to drive in-store traffic by targeting users most likely to shop locally. Meta will use data on past engagement and location to serve ads to those who are more inclined to visit physical stores.
- Key Benefit: Optimized for brick-and-mortar retailers, helping them reach potential customers who are nearby and likely to shop in-store.
Targeting Tourist for Seasonal Sales
Meta is also rolling out a feature designed to help businesses capture tourist interest during the holidays. This update allows advertisers to target users who are engaging with travel-related content or searching for things to do in specific locations.
- Key Benefit: Helps local businesses and tourism-related brands reach visitors who are exploring holiday options, boosting seasonal sales.
These updates reflect Meta’s continued efforts to enhance ad functionality for the holiday shopping season, allowing brands to better connect with potential customers both online and in-store. By leveraging these tools, advertisers can increase engagement, streamline the path to purchase, and increased seasonal revenue.
