Meta is rolling out a new feature allowing advertisers to showcase custom offers directly on Instagram ad call-to-action (CTA) buttons.
Key features:
- Dynamic sourcing of offer details from the ad’s website URL.
- Predictive display of the offer most likely to convert.
- Support for up to 20 offers per ad, with Meta predicting which one is most likely to convert.
Why we care. Advertisers will be able to highlight multiple competitive promotions (e.g., percentage or cash discounts) on the CTA, potentially increasing user engagement and click-through rates.
The catch. It is limited to single-media ads in Instagram Stories and not available to all ad accounts.
How it works:
- Create an ad in Ads Manager with eligible objectives (Traffic, Engagement, Leads or Sales).
- Select “Website” as conversion location.
- Enter the website URL to automatically add offers or manually input offer details.
- Review and confirm offers in the ad setup process.
First seen. We came across this update on Bram Van der Hallen’s LinkedIn:
What’s next. Watch for potential expansion to other ad formats and placements across Meta’s family of apps.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.