• by Colin Kirkland , July 23, 2024

In continuing its pursuit to further automate marketing efforts, Meta is introducing a new hands-off way for marketers to include all available offers listed on their site into their Meta ad campaigns across Facebook and Instagram.

The company's new ad setup process automatically detects offers based on the URL marketers enter for their ad campaign, which effectively showcases any discounts and promotional codes embedded in their site within their promotion options.

Meta is then able to detect at which times viewers of a marketer's ad are most likely to respond to certain offers based on previous advertising activity, and display them strategically.

Marketers will also have the option to edit the suggested offers directly in the campaign set-up, offering them manual input over how promotions are displayed to social media users. For example, marketers can decide whether to add offers by percentage or cash discount.

Adding offers is currently rolling out, marking a small addition to Meta's automated ad-creation processes and overall hands-off approach to targeting.

This Spring, Meta reported earning $7.5 billion in new ad revenue compared to last year's first quarter, driven by further investment in AI ad products, with Advantage+ Shopping and Advantage+ App Campaigns more than doubling since 2023.

“We are getting better at adjusting the placement and number of ads in real time based on our perception of a user's interest in ad content,” said Meta CFO Susan Li during the company's earnings call in April.

The rollout of automated offers is timely, with Meta looking to prepare marketers for the holiday season, during which the company will be further pushing the power of AI.