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- 💬 Meta adds custom offers to Insta Ad CTAs, LinkedIn's Automated Accelerate feature, and more
💬 Meta adds custom offers to Insta Ad CTAs, LinkedIn's Automated Accelerate feature, and more
Shaival Mehta
July 16, 2024
Your AI curated newsletter
16th July 2024
Using the power of AI to save you hours skimming through unimportant articles.
TOP RANKED ARTICLES OF THE DAY
1. Meta adds custom offers to Instagram ad CTAs
Meta is rolling out a cool new feature for Instagram ads. Now, advertisers can add custom offers directly on the call-to-action (CTA) buttons of their ads. This includes special deals like discounts which are pulled dynamically from the ad’s website. Meta's system predicts which offers are most likely to convert and supports up to 20 offers per ad. Here’s the kicker: it’s only for single-media ads in Instagram Stories for now.
Key Features:
Dynamic Offer Sourcing: Pulls offer details from the ad’s website URL.
Predictive Display: Shows the most likely to convert offer.
Multiple Offers: Supports up to 20 different offers per ad.
Why It Matters:
For advertisers, this means a higher chance of engagement and click-through rates as potential customers see enticing offers right on the CTA button. This could be a game-changer for campaigns focused on traffic, engagement, leads, or sales.
Getting Started:
Create an ad in Ads Manager with objectives like Traffic, Engagement, Leads, or Sales.
Choose “Website” as the conversion location.
Input the website URL to add offers automatically or enter them manually.
Review and confirm offers during ad setup.
Limitations:
It’s currently only available for single-media ads in Instagram Stories and not all ad accounts have access yet. However, keep an eye out for potential expansion to other ad formats and placements across Meta’s apps.
Practical Tips:
Utilize this feature to test multiple offers and identify which discounts drive the most conversions.
Regularly update offers to keep the content fresh and engaging for your audience.
Track performance metrics closely to optimize future campaigns.
This new feature by Meta could significantly enhance your Instagram ad performance by making your offers more visible and attractive to potential customers. It’s a handy tool for boosting engagement and maximizing the ROI of your ad spend. Keep experimenting and watch out for further updates!
2. Linkedin’s Making Its Automated ‘Accelerate’ Campaigns Available to All Brands
LinkedIn is making waves with its new AI-powered "Accelerate" campaign tool, designed to make life a lot easier for advertisers. Originally launched in a limited beta last October, Accelerate is now available globally, and it promises to automate the entire campaign creation process. Here’s the lowdown on what this means for you.
What’s Accelerate All About?
Accelerate is designed to take the hassle out of creating LinkedIn ad campaigns. In just five minutes, it can recommend a full campaign complete with optimized targeting, creative elements, and placements. Here’s how it works:
AI-Driven Analysis: It analyzes the URL of the product you’re promoting, your LinkedIn page, and previous ad performance to suggest a campaign.
Customizable: You can tweak the suggested copy, images, and targeting options to better fit your needs.
Predictive Audiences: Utilizes AI to automatically adjust bids and allocate budget to the best-performing ads and placements.
Why It Matters
For busy marketers, this tool is a game-changer. Here are some key benefits:
Efficiency: Advertisers can create campaigns 15% more efficiently.
Cost-Effectiveness: Campaigns using Accelerate have shown a 52% improvement in cost-per-action and a 21% reduction in cost-per-lead.
Enhanced Performance: Features like Predictive Audiences and automated placement adjustments mean your ads are more likely to reach the right people at the right time.
How to Get Started
Log into Campaign Manager: Check if Accelerate is available in your region.
Select Your Objective: Choose whether to use Accelerate or the classic experience.
Provide a URL: Input the URL for the product or service you’re advertising.
Review and Adjust: Let AI do its magic, then refine the campaign based on its recommendations.
Practical Tips
Test and Learn: Use Accelerate to experiment with different creatives and targeting options. The AI’s recommendations can give you new insights into what works best for your audience.
Stay Updated: LinkedIn is continuously improving its AI tools, so keep an eye out for new features and enhancements that can further boost your campaign performance.
Use the Assist Feature: Don’t hesitate to use the “Assist” button for additional recommendations and support. This can help you fine-tune your campaigns for even better results.
LinkedIn’s Accelerate is a powerful tool that leverages AI to simplify and optimize the ad creation process. By automating many of the tedious tasks involved in campaign setup and management, it allows marketers to focus more on strategy and less on execution. With its proven ability to improve efficiency and lower costs, Accelerate is definitely worth a try for your next LinkedIn ad campaign.
3. The new data layer in martech has taken hold as the foundation upon which marketing AI will be built
The landscape of marketing technology (martech) is undergoing a transformative shift with the emergence of a robust new data layer, which is set to be the bedrock for AI-driven marketing solutions. Here's a breakdown of what's happening and why it matters for agency founders and marketers.
The New Data Layer: A Game-Changer
The martech world is expanding rapidly, with over 11,000 solutions now available. Despite a challenging economic climate, the growth continues due to the relentless pace of new startups entering the market. The key driver here is the new data layer, which aggregates data from various sources, making it more accessible and actionable for marketing operations.
Increased Efficiency: This data layer significantly boosts the efficiency of martech stacks by centralizing information, reducing redundancy, and enhancing the quality of insights drawn from customer data.
AI Integration: The foundation laid by this data layer is crucial for the next generation of AI tools, which can analyze and utilize data more effectively than ever before.
Automation and AI Agents
Automation in martech has been around for a while, but the integration of AI is taking it to new heights. AI agents are not just responding to queries; they are beginning to perform tasks autonomously, which is a big leap from the traditional call-and-response model of earlier AI tools.
Advanced Automations: Modern AI tools like HubSpot’s ChatSpot and Adobe’s Firefly are capable of performing complex tasks such as creating multi-channel content or visualizing data with simple commands. These advancements are making sophisticated marketing operations more accessible.
Workflow Integration: AI agents can integrate across different tools in your martech stack, streamlining workflows and making it easier to manage marketing campaigns from a single interface. This reduces the manual effort required and increases the accuracy and effectiveness of marketing activities.
Aggregation and Simplification
One of the most significant trends is the move towards aggregation in tech stacks. Instead of simply consolidating tools, aggregation platforms like Snowflake or HubSpot are making it easier to manage a diverse array of applications by centralizing data and functionality.
Horizontal and Vertical Aggregation: Aggregation can occur at different layers, such as data, workflow, and user interfaces, making it easier for marketers to access and utilize the necessary tools without getting bogged down by complexity. This approach helps to manage the ever-growing number of specialized tools within a martech stack.
Enhanced Collaboration: By shifting some of the tech management responsibilities to IT departments, marketing teams can focus more on strategy and creativity. This collaboration between IT and marketing ensures that the infrastructure is robust while marketing operations remain agile and innovative.
Practical Tips for Marketers
Embrace AI: Start integrating AI tools into your workflows to automate repetitive tasks and gain deeper insights into your marketing efforts.
Leverage Data Aggregation: Use aggregation platforms to centralize your data and simplify your tech stack management, making it easier to draw actionable insights.
Collaborate with IT: Work closely with your IT department to ensure that your martech stack is not only effective but also scalable and secure.
The new data layer in martech, combined with advanced AI and aggregation strategies, is setting the stage for a more efficient, integrated, and powerful approach to marketing. By staying ahead of these trends, marketers can enhance their capabilities and drive better results for their clients.