With the holiday season fast approaching, Meta has introduced a series of updates to its ads platform, designed to help businesses boost sales and engage more effectively with customers. These Meta ads updates include new ways to highlight offers, drive in-store visits, and improve overall campaign performance.
1) Highlight Your Offer
One of Meta’s latest features allows advertisers to display offers more prominently within ads, making it easier for customers to apply discounts at checkout. Meta is also testing first-purchase offers and personalised discounts to further enhance engagement and drive holiday sales.
This is a great opportunity to A/B test. You could create two variations of your ad—one with the standard offer and another with the automated Meta promo overlay. This would allow you to see if the visual emphasis on Meta’s promo overlay increases conversions. Given how competitive the holiday season is, making it as easy as possible for customers to redeem discounts might give you an edge.
2) Reminder Ads
Meta’s updated Reminder Ads now include more frequent notifications, helping users stay aware of upcoming sales or limited-time offers. These reminder ads can also direct people to mobile apps, making it easier for customers to complete in-app purchases.
3) Site Links
Meta now allows advertisers to add multiple landing pages to a single image or video ad. This means users can navigate to specific product categories or services with just one click, streamlining their shopping experience.
While this feature offers flexibility, it goes against the standard “one offer, one landing page” rule in digital advertising. Giving users multiple options could lead to decision paralysis, which might hurt overall conversion rates. That said, it’s worth testing, especially in top-of-funnel (TOF) campaigns. For example, you could promote “30% OFF Sitewide” and use Site Links to direct users to different product categories. However, keep a close eye on the click-through rate and each landing page’s performance to ensure this strategy doesn’t dilute your ad’s effectiveness.
4) Coming Soon: Driving In-Store Visits
Meta is beginning to test a new promotional type designed to drive in-store visits. This feature will allow advertisers to target people most likely to shop in-store based on past behaviour and location data.
It’s not entirely clear how this will differ from existing ads that already target in-store foot traffic. Will this be a conversion-based ad format or more focused on broad reach? We’re hoping that this will be a valuable tool for businesses looking to capitalise on local holiday shopping.
Meta’s latest holiday ad updates provide businesses with exciting new ways to engage customers. Meta often rewards brands that adopt these new features with lower CPMs and other incentives through its official Partner Portal. As Meta Agency Partners, we support our clients whenever possible by securing free ad credits.
If you’re looking to maximise your sales this holiday season and beyond, please get in touch here.
