This is interesting.
As Facebook continues to expand its eCommerce push, it’s now giving advertisers the option to direct ‘approximately 10%’ of the traffic generated by their conversion ads to their Facebook and Instagram Shops instead.
As you can see in this example, posted by eCommerce ads expert Tony Christensen, Facebook is now prompting some advertisers who also have a Facebook and/or Instagram shop set up to direct a portion of their campaign response to their in-app store, instead of to a third-party link.
Facebook further notes that the process will provide it with more data to help optimize its traffic direction processes, and ensure that it’s driving people to the surface where they’re most likely to convert, while Facebook also says that, for those that do opt into this process, it’ll cover the estimated cost of impressions which direct traffic to shops.
Which is a significant consideration – and at 10% of your overall ad traffic, that could be an impactful amount, depending on your brand, campaign, etc.
But it could also help Facebook to optimize your future ad approaches. If, for example, Facebook’s data is able to determine which people among your audience are more likely to convert on Facebook, as opposed to driving them to your website, it could then use that insight to target your future campaigns, and funnel them off to the exact right spot to encourage purchase.
You would assume that the main focus within this cohort would be users who’ve already purchased products from another Facebook/IG shop, or on Facebook Marketplace, as Facebook would know that they’re more likely to buy in-app, based on past behavior. But the more Facebook can learn about the specific traits of people more likely to buy from each, the more its systems can learn where to direct others, which could then have significant flow-on benefits for future campaigns.
Then again, it also likely relates to Apple’s ATT update, which has seen many people opt out of in-app tracking, which essentially leaves Facebook blind to conversions made outside of its own apps. In this respect, Facebook likely needs to gather more data on Facebook and Instagram Shops conversions so it can ensure maximum performance within its own tools, which then lessens the impact of the ATT update because it’s still able to keep a record of that activity.
If Facebook can gather more insight, and ensure that retailers generate better performance by optimizing for Facebook and IG shops instead, that would be a big win – which would be why it’s willing to cover the costs of impressions to shops through this option.
It’s an interesting consideration either way, and as noted, with Facebook looking to make a bigger push into eCommerce, and selling products in-stream, it may well be that its reach and data-matching does eventually provide a better avenue to maximize conversions, negating Apple’s update.
On this front, and in addition to Shops, Facebook has also launched live-stream shopping events (on both Facebook and Instagram), Shops on Marketplace, and sponsored product listings within the Instagram Shop tab.
It’s also testing a Pinterest-like visual search tool that will enable users to enable users to scan a real world item, or use any uploaded photo or video, to find similar product listings, while it’s also experimenting with automated object tags that could eventually provide more direct product options linked to each clip.
The big focus here is on Asian markets, where Facebook is gaining significant traction, and if it can expand its eCommerce potential now, amid take-up in regions like India and Indonesia, that could help to make its platforms a more essential utility within each of their respective digital shifts.
That holds huge potential for Facebook moving forward, and is where it’s now likely to see its most significant growth.
Apple’s update, puts a dent in that, and if Android were to follow suit, that could make it even more difficult, so it makes sense for Facebook to work to optimize its tools now in anticipation of any further data privacy shifts.
At the same time, it could be worth an experiment for your campaigns, depending on the specifics.
Pinterest Launches Pin Ads in Argentina, Colombia and Chile
As it continues to expand its ad offering, in order to maximize its business opportunities, Pinterest has today announced that Pin Ads will now be made available to all businesses in Argentina, Colombia and Chile.
As explained by Pinterest:
“Businesses of all sizes now have access to multiple types of ad formats and targeting options in Argentina, Colombia and Chile, to reach new audiences with meaningful, useful content as they discover ideas and plan new projects.”
Pinterest says that it recently launched its first ads with a small group of early partner brands in these regions, including Tiendas Paris and Publicis Groupe, which has paved the way for today’s full market expansion.
The announcement is the latest in Pinterest’s growing Latin American business push, with Pinterest Ads also made available in Brazil and Mexico last year. The app reaches around 80 million active users per month in the region – over 18% of its total user base – which represents significant opportunity, and highlights the expansion potential that Pinterest still has in this respect.
Further to this, Pinterest also launched ads in Japan just last month, enabling businesses to reach another 8.7 million active Pinners.
It’s somewhat surprising to consider the extended reach that Pinterest is still yet to achieve with its ads business, and how that could translate to more revenue for the company – and with the platform also warning of ongoing revenue pressures throughout 2022, and its overall user base in flux to some degree, it needs to tap into these expanded markets to boost its potential and showcases its value to investors.
Maybe that will be the remit of incoming Pin CEO Bill Ready, who took over from Ben Silbermann last week. The platform has been on a roller coaster ride throughout the pandemic, with usage reaching new highs, then normalizing once again, which has left many unsure what the future holds for the app. Ready, a former Google commerce chief, will now be tasked with stabilizing the ship, and maximizing performance – and you would assume that this would include a significant expansion of its ad business to facilitate more opportunity.
In selling its new Latin American expansion, Pinterest also reiterates that 97% of the top searches in the app are unbranded, and consist of 2-3 word queries, which makes Pinterest an effective tool to reach people while they’re still considering their next purchase.
“Pinterest is one of the rare platforms where it is truly possible for brands to engage with new customers who are intentional, open and making buying decisions.”
There is opportunity in Pins, for sure, and the addition of a Google insider should help to advance its discovery ambitions in this respect.
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