Meta, the parent company of Instagram, has just introduced an exciting new feature for advertisers: the ability to showcase custom offers directly on call-to-action (CTA) buttons in Instagram ads. This update could be a game-changer for UK businesses looking to engage customers more effectively and increase their ad performance on the platform.

What’s New?

Meta’s latest feature allows advertisers to display tailored offers directly on the CTA buttons of their Instagram ads. Imagine being able to promote different discounts or deals all within a single ad, dynamically pulling in the offer most likely to appeal to your audience. That’s precisely what this new feature offers.

Here are the key aspects:

• Dynamic Sourcing: The feature automatically pulls offer details from the website URL linked to your ad. This means less manual work for advertisers and a seamless integration of relevant offers into your ad campaign.

• Predictive Display: Meta’s smart algorithms predict which offer from your selection is most likely to convert viewers into customers. This predictive capability ensures that the most attractive deal is highlighted, potentially increasing your ad’s effectiveness.

• Multiple Offers: You can include up to 20 different offers in a single ad. This flexibility allows you to target a broader audience by showcasing various promotions—whether it’s a percentage discount, cashback, or any other deal.

  
  

Why This Matters for Marketers

For businesses across the UK, this feature offers a fresh and effective way to engage with potential customers. By presenting multiple, competitive offers within a single ad, marketers can cater to a variety of customer preferences, increasing the likelihood of a click-through.

This update is especially useful for businesses running time-sensitive promotions, like seasonal sales or limited-time offers.

The ability to dynamically present the best offer means you can maximise engagement without having to constantly update your ads manually.

Moreover, with the competitive e-commerce market, having the ability to highlight multiple offers could give your brand the edge it needs to stand out in a crowded space. Whether you’re a small business owner or managing a large-scale marketing campaign, this feature could help boost your ROI.

The Fine Print: What You Need to Know

While this feature offers great potential, there are a few limitations to be aware of:

• Availability: Currently, the custom offers feature is only available for single-media ads in Instagram Stories. It’s not yet rolled out to all ad accounts, so some marketers may have to wait to try it out.

• Ad Format Limitations: At this time, the feature is limited to specific ad formats, so it may not be available for all your campaigns.

How to Get Started

If you’re ready to try out this new feature, here’s how you can incorporate custom offers into your Instagram ads:

1. Create an Ad: Start by creating an ad in Ads Manager, selecting objectives like Traffic, Engagement, Leads, or Sales.

2. Select “Website” as the Conversion Location: This tells Meta where to pull your offer details from.

3. Enter Your URL: The system will automatically pull in offer details from the URL you provide, or you can manually input the details.

4. Review and Confirm: Before finalising your ad, make sure the offers are set up correctly and then publish your campaign.

What’s Next?

As with all new features, there’s a lot of potential for future expansion. Marketers should keep an eye out for Meta to roll this feature out to other ad formats and placements across its various platforms. With Instagram’s popularity continuing to rise, especially among younger demographics, staying ahead of these updates could provide a significant competitive advantage.

In conclusion, Meta’s introduction of custom offers on Instagram ads presents a powerful new tool for all marketers. By allowing you to dynamically present multiple offers, this feature has the potential to boost engagement and drive higher click-through rates. While there are some limitations, the benefits for those who can use it are clear. If you’re running Instagram ads, it’s worth exploring how this new feature could enhance your campaigns.