Facebook is busy preparing its shopping platforms for the holidays by testing two advertising options that will simplify the shopping experience of online shoppers.
The first of the two is an in-app checkout feature for dynamic ads. According to the social media giant, this allows users to purchase an item directly from a Facebook ad without being redirected to another website.
Suppose a potential customer expresses an interest in the featured item on a dynamic ad, all they have to do is click on it to see the product description. If they decide on buying it, they just click on the ‘Checkout on Facebook’ button. After reviewing their order details, they can proceed to click on ‘Place Order’
Expansion of an ad feature on Instagram
Facebook is also conducting a test run of the advertising feature on Instagram to enable retailers to use organic shopping posts as ads within the Ads Manager.
When creating organic shopping posts, brands tag items they want to promote. Once a customer taps on an item, they will be directed to the product description page within Instagram.
With brands’ organic posts acting as ads at the same time, shoppers on Instagram don’t have to go to the trouble of switching to another page to make a purchase.
“We’ve seen shopping behavior blossom with the organic shopping feature, and now we are excited to test this new ads experience with businesses. With these ads, businesses can reach their target audience and scale, showcase products through the shopping format and move people through the path to purchase with an experience so many Instagrammers are already familiar with.” – Instagram Business Team
Only a few select advertisers have access to the new shopping ads features on Facebook and Instagram at the time of writing.
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