Meta adds Custom Offer Details to Instagram Ad CTAs

Meta is introducing a new feature that allows advertisers to showcase custom offer details, like discounts, directly on Instagram ad call-to-action (CTA) buttons. This update could significantly enhance ad performance by highlighting promotions and potentially increasing user engagement.

Key features of the new feature

• Dynamic Offer Details: Advertisers can leverage their website URL to dynamically populate offer details within the ad itself.
• Predictive Offer Display: Meta's AI will analyze user data and predict which offer is most likely to resonate with each individual user, maximizing conversion rates.
• Multiple Offer Support: Advertisers can include up to 20 offers per ad, allowing them to cater to a wider audience with diverse discount preferences. Meta's AI will then determine the most effective offer to display to each user.

Benefits for Advertisers

• Increased User Engagement: By showcasing enticing promotions directly on the CTA button, advertisers can potentially grab user attention more effectively and lead to a higher click-through rate.
• Highlight Competitive Promotions: The ability to display multiple offers allows advertisers to emphasize the most competitive promotions for their products or services.

Limitations of the new feature

• Limited Availability: As of now, this feature is only available for single-media ads displayed on Instagram Stories. It is not yet accessible to all Meta Ads accounts.

How to Use the New Feature

1. Create a new ad campaign in Ads Manager.
2. Choose an objective compatible with this feature, such as Traffic, Engagement, Leads, or Sales.
3. If your objective is Sales, ensure "Use a catalog" is disabled at the campaign level.
4. Complete the campaign details, including A/B testing and budget allocation (if applicable).
5. Select "Website" as the conversion location within the campaign.
6. At the ad set level, define your budget, schedule, audience targeting, and placements.
7. Under the ad level settings, choose the Facebook Page and/or Instagram account you want to represent the ad.
8. Navigate to the "Ad sources" section and enter a website URL. This will allow Meta to automatically populate offer details from your website.
9. Within the ad setup section, choose "Manual upload" for the creative source and select "Single image or video" for the format.
10. There are two scenarios depending on whether Meta finds offers from your website URL:

Scenario 1: Offers Found from Website URL

• Meta will notify you of the number of offers it finds. You can then review and confirm the offers or remove any unwanted ones.
• You can also manually add offers if necessary.

Scenario 2: No Offers Found from Website URL

• Click "Add information manually" to include offer details yourself.
• Define the offer type (percentage or cash discount), amount, and optional promo code and validity dates.

The introduction of custom offer details on Instagram ad CTAs is a promising development for Meta advertisers. This feature has the potential to increase user engagement and click-through rates by highlighting enticing promotions directly within the ad itself. While currently limited to single-media ads on Instagram Stories, future expansion to other ad formats and placements across Meta's platforms is a distinct possibility.