Meta has launched omnichannel ads that allow advertisers to display ads highlighting product locations near consumers. These ads are designed to support the growth of e-commerce and retail businesses. They are also part of a set of new tools developed to enhance performance.
Meta is expanding access to omnichannel ads. These ads include features like directing consumers to the nearest store with available stock and promoting discounts to encourage visits to physical stores.
Meta Introduces New Gen AI Features for E-Commerce
Among the new AI-powered tools Meta offers for e-commerce and retail businesses are Partnership Ads and Advantage+ catalog ads. Partnership Ads enable brands to run advertising campaigns with content creators and influencers, allowing them to reach a wider audience.
Additionally, Meta is adding a new optimization feature to Advantage+ catalog ads. This feature allows a fashion brand to highlight jackets from its spring collection while enabling the system to also suggest another product that may interest the consumer.
Meta is also introducing new Generative AI (Gen AI) features for e-commerce brands. Currently, advertisers can use a background creation feature in catalog ads. Meta is experimenting with new ways to make ad copy more personalized.
Tests Show 15% Decrease in CPA and 12% Increase in ROAS!
According to the initial tests of the new omnichannel ads, advertisers using these ads experienced a 15% reduction in Cost Per Acquisition (CPA). Return on Ad Spend (ROAS) increased by 12%. Meta’s advertising experts reported that in pilot campaigns using Meta’s omnichannel ads, they saw 3.5 times higher purchase conversion compared to campaigns optimized solely for purchases. They also noted a 4.3 times higher ROAS.
