Meta releases new updates for Advantage+ and Shopping

Meta recently announced a series of new ad updatesprimarily focused on retailers and those using their automated Advantage+ campaigns.

And there are many niche use cases in these new updates that can be applied to your business.

Advantage+ and creative optimizations

The first update is “Advantage+ creative optimizations,” which will automatically optimize your video ads for viewing on Reels or the Facebook and Instagram mobile apps with a 9:16 aspect ratio.

This will help more brands take advantage of the popularity of various Meta video formats, with Reels being the main focus.

According to the company:

Reels and videos across our apps continue to grow as daily watch time across all video types grew more than 25% year over year in Q4. In fact, people are now re-sharing Reels 3.5 billion times every day.

The new process will also allow advertisers to dynamically create multiple variations of an adso that the system has more options to display to users, depending on what they respond best to.

Advantage+ Catalog Ads

Meta is also updating its Advantage+ catalog adswith the added ability to import and use branded videos or customer demo videos instead of just static images.

Advantage Catalog Ads, which Meta first launched in beta testing last year, provide personalized recommendations to users based on what Meta’s system detects they’ll be most interested in, and this new process will provide more ability to surface relevant products in the display.

Meta will now also allow brands to upload a “hero” image to the center of their catalog ads, which Meta’s AI will use to show people the best products from their catalog to boost performance.

Additionally, Meta is adding more ecommerce ad optionswith Magento and Salesforce Commerce Cloud users now able to create store listings within their management systems.

The company is also integrating your store ads and branded content ads (now called “partnership ads”), which will allow direct purchasing of collaborative campaigns.

Instagram Reminder Ads

Additionally, there are new elements in Reminder Ads on Instagram, according to the platform:

Advertisers can now include external links to a new product or sale in their Reminder ads to help convert a person’s interest into a purchase. This summer, we’ll also give advertisers ways to notify people when a eventClick and see the next Digital Marketing Events… start and before finishing.

Meta also plans to expand reminder ads to Reels in the coming months.

Other Meta Updates

There are also new Promo Code promotions on Facebook and Instagram, as well as product tag ads:

In March, we’ll bring product tag ads to Facebook Feed (currently only Instagram), and in April, we’ll launch global availability of product tag ads to all businesses, regardless of whether they have a store or not.

Meta is also updating its collaborative ads offering to provide more performance analytics while also testing the ability for advertisers to use collaborative ads with Advantage+ shopping campaigns.

Finally, the company is also working on Advantage+ catalog ads with brand and product-level omnichannel reporting as a new managed service solution. “to help NMRs prove that ads on Meta platforms drove online and in-store sales”.

So yeah, a lot of updates, all with varying levels of applicability and use. And while there may not be a big headline change that gets the most attention, there’s a lot of value for specific brands in those changes.

You can read more about Meta’s latest ad updates here.

Source: Social Media Today