App Shopping Experience for Facebook and Instagram Ads
Meta is making some adjustments to Shop ads on Facebook and Instagram as part of its efforts to improve in-stream buying efficiency and promote the usage of its expanding AI ad targeting capabilities.
According to Meta, shops will allow in-app checkout, rather than sending customers to a website to make a purchase and this performs better in terms of generating user action. Because of this, Meta will no longer allow businesses to host Shops that direct customers to external websites, forcing them to run fully functional in-app stores or stop running Shop ads.
As per Meta: “To focus on bringing these Shops ads and checkout tools to more businesses, we will no longer support Shops without checkout in several markets. Businesses in these markets can continue to connect with customers through personalized ads, Reels, and business messaging.”
This year, Meta will:
According to Meta, it has plans to add a number of additional capabilities to its in-stream shopping tools, including the integration of Shop advertisements into its Advantage portfolio of automated ad solutions.
Additionally, Meta will make it easier for US businesses to set up Shops with in-app checkout so customers can “complete a purchase on Facebook or Instagram in just a few taps.” Meta will also make it possible for more businesses to use Shop ads.
You can read more about Meta’s Shop ads update here.
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