Meta, the parent company of Instagram, has recently introduced a new feature that allows advertisers to add custom offers to Instagram ad call-to-action (CTA) buttons. This update aims to enhance user engagement and click-through rates by showcasing multiple competitive promotions on the CTA.
The key features of this new feature include dynamic sourcing of offer details from the ad’s website URL, predictive display of the offer most likely to convert, and support for up to 20 offers per ad. Meta’s algorithm predicts which offer is most likely to lead to conversions, increasing the chances of success for advertisers.
The ability to highlight multiple competitive promotions, such as percentage or cash discounts, directly on the CTA can greatly impact user engagement. By presenting users with enticing offers, advertisers can capture their attention and encourage them to click through to learn more or make a purchase.
However, there is a catch. This feature is currently limited to single-media ads in Instagram Stories and is not available to all ad accounts. While this limitation may disappoint some advertisers, it is possible that Meta will expand this feature to other ad formats and placements across its family of apps in the future.
To utilize this feature, advertisers need to follow a few simple steps. They must create an ad in Ads Manager with eligible objectives such as Traffic, Engagement, Leads, or Sales. Then, they select “Website” as the conversion location and enter the website URL to automatically add offers. Advertisers also have the option to manually input offer details. Finally, they review and confirm the offers during the ad setup process.
The news of this new feature was first shared by Bram Van der Hallen on LinkedIn. It has since garnered attention from advertisers and marketers who are eager to take advantage of this opportunity to boost their Instagram ad performance.
Looking ahead, it will be interesting to see if Meta expands this feature to other ad formats and placements across its various apps. Advertisers are likely hoping for more opportunities to showcase their custom offers and increase user engagement on platforms beyond Instagram Stories.
In conclusion, Meta’s new feature allowing custom offers to be added to Instagram ad CTAs is a promising development for advertisers. By showcasing multiple competitive promotions directly on the CTA, advertisers have the potential to increase user engagement and click-through rates. While the feature is currently limited to Instagram Stories, there is hope for future expansion to other ad formats and placements. Advertisers should keep an eye out for further updates from Meta regarding this feature and take advantage of this opportunity to optimize their Instagram ad campaigns.
