Social media giant Meta is expanding its ad capabilities specifically geared towards AI. Learn more about how it can help advertisers worldwide.
Marketers using Meta and Instagram will soon be able to do more with their advertising platforms.
In an announcement made at its Shoptalk event in mid-March, Meta is expanding its integration of AI-powered systems and technology to its advertising portfolio. This is to further help advertisers make the most of their marketing campaigns and get more out of their experience in using its ad platform.
Some of the upgrades include: the expansion of its access to omnichannel ads to help advertisers drive sales both online and in-store, a more simplified checkout experience for its Shops ads in the US and in select international markets, and the introduction of ads on Meta notifications (which are set to launch this Spring).
Meta advertising gets an AI upgrade
Back in December of 2024, Meta introduced its machine learning platform, Andromeda, which has the capability to analyze millions of ads and find the right messaging for the right person at the right time.
Now, Meta is introducing new tools and placements that can be used with its AI-powered Advantage+ sales campaigns to optimize performance and provide more ad options for users.
Shops ads use AI to optimize Advantage+ sales campaigns, targeting users likely to buy via Facebook or Instagram Shops. Starting this Spring, a streamlined checkout will direct shoppers to the advertiser’s website to complete their purchase.
In addition, Meta is continuing to explore new generative AI use cases for retail advertising. This includes virtual try-ons, AI background generation for Catalog Ads, and more precise text generation. This comes as part of the social platform’s previews of how AI can unlock more value for retail advertisers.
Coming also this Spring, Meta will introduce the ability for advertisers to request emails before sharing promo codes in promotion ads, helping businesses strengthen customer connections.
Advertisers can now also combine Partnership ads with Advantage+ catalog ads, leveraging creator content and influencer collaborations. They are also introducing an optimization that lets our system show additional catalog products when promoting a preferred set (such as highlighting jackets while also suggesting a relevant dress).
Other updates include the expanded access to Incremental Attribution, an opt-in setting that uses machine learning to optimize for additional conversions, as well as site links eventually being available globally on Instagram. This feature lets marketers showcase multiple landing pages in one ad, guiding users to relevant content.
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What this means for Meta and Instagram advertisers
These batch of upcoming updates spell good news for Meta and Instagram marketers worldwide, improving the overall user experience for both consumers and advertisers.
According to Meta, brands using omnichannel ads saw a 15% lower CPA (cost per action) and a 12% higher ROAS (return on ad spend) vs. their usual campaigns. Moreover, the addition of site links to ads have allowed marketers to see a decrease of 4.5% CPA on Meta Feeds and a 3% increase in click-through rates.
And it’s not just from Meta itself that the integration of AI in Meta advertising has brought about beneficial value. A 2024 study by eMarketer found that AI-powered Meta ads delivered nearly 22% higher returns than average Meta ads.
These new AI tools will enhance Meta’s ability to help advertisers reach target audiences, drive engagement, and increase conversions. These new features will also offer more creative options, better optimization, and improved targeting and capturing demanding, reinforcing Meta’s value as an advertising platform.
Certain new features and updates will also improve product merchandising and ad messaging for marketers advertising through Meta. Not only that, it will also give advertisers a new place to engage people (whether they have previously engaged with an ad or shown interest in the content) and drive discovery and reconsideration for their products (such as ads in Meta notifications giving brands another opportunity to remind shoppers of their offers or products in a new surface).
The global rollout of these updates later this Summer can help businesses plan and refine their marketing strategies ahead of the holidays. We shall see whether these exciting, new updates will get Meta advertisers their value for money or will bring a set of pain points for them.
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