Meta is introducing a groundbreaking feature designed to transform the way businesses reach their customers: Promotional Ads for eCommerce deals.
What Are Promotional Ads?
Promotional ads are a new type of advertising tool specifically designed to highlight eCommerce deals and promotions. When a Facebook user views the promotional ad with the deal or discount they can click on the Facebook ad to claim the deal or discount, which will be automatically applied.
For Facebook advertisers, this is leaps and bounds ahead of where we've been recently for 3 reasons.
First, because the code is automatically applied to the Facebook ad I no longer have to use this hack in the URL destination.
https://www.abc.com/discount/MYDISCOUNTCODEHERE?redirect=/products/productname?variant&discount=MYDISCOUNTCODERHERE
This code would automatically apply the discount code when a user clicks on your Facebook Ad.
Secondly, existing Facebook ads focus on directing users to the Facebook advertiser's website or app. On the other hand, promotional ads are designed to allow users to claim deals right on the platform, providing a more streamlined and user-friendly experience.
Finally, promotional ads indicate that Meta is moving to restore the tracking we lost due to Apple's privacy update in June of 2021.
Because promotional ads are so focused on allowing users to claim deals through the platform, promotional ads are also expected to offer advanced targeting features.
This advanced targeting is possible because of the additional "signal" or data Facebook has on user action when they stay on their platform.
This all makes it easier for businesses to reach out to the customers who are most likely to be interested in their deals.
How The Recent Meta Update For Promotional Ads Will Impact Small To Medium eCommerce Businesses
The introduction of promotional ads on Meta’s platform could have significant implications for small to medium-sized eCommerce businesses.
Firstly, the traditional approach of driving customers to a business's website or app via ads might be effective but can often feel indirect and may lose some potential customers due to changes in the Meta Pixels' ability to track your customers through the customer journey.
Promotional ads have the potential to change this by enabling customers to directly engage with deals on the platform. This leads to better tracking of results, which will potentially allow you to scale your Facebook ads faster and more sustainably.
Secondly, promotional ads could offer an opportunity for smaller businesses to make the most of their advertising budget.
The cost of online advertising can be a significant barrier for smaller eCommerce operations.
However, promotional ads, with their potential for higher conversion rates and the ability to target specific customer demographics, might offer a more cost-effective advertising solution.
The Benefits Of Running Facebook Promotional Ads
As we delve deeper into the implications of Meta's promotional ads, it becomes clear that there are several potential benefits to Facebook advertisers. Here's a rundown of those potential benefits:
Lower Advertising Costs: With the ability to directly promote deals and encourage customers to claim them on the platform, promotional ads may lead to higher conversion rates. This means you could potentially see a lower cost per conversion, allowing you to get more bang for your advertising buck.
Enhanced Visibility: Traditional advertising can often feel like a shout into the void, particularly for smaller businesses that cannot afford to spend on campaigns with low visibility into KPIs like conversion rate or take rate. Promotional ads, with their deal-centric approach and targeted delivery, could help your business have better visibility into the performance of your Facebook ad spend.
Increased Sales: By implementing on-platform deals and discounts, promotional ads may directly boost sales. Facebook advertisers are more likely to scale their advertising efforts when they can more accurately predict the results of their Facebook ad spend.
As promising as these benefits may sound, it's essential to note that promotional ads, like any other tool, must be used strategically to get the best results.
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