Driving performance for retail and e-commerce advertisers

Retailers and e-commerce businesses of all sizes are facing new pressures to personalize shopping experiences both online and in-store as they navigate a challenging economy. According to global research from Meta, 52% of shoppers want to find brands or products that they haven’t heard of but align with their shopping preferences. Through personalized ads, Meta helps businesses get discovered by people most interested in their products, and we’re augmenting our tools with the power of AI and automation to help them achieve the performance improvements they need to grow in this new environment.

To help retailers achieve performance and connect with new customers, we’re highlighting new ads tools in testing and celebrating advertiser success at ShopTalk:

• Managed Partner Ads Lite is a new product that allows retailers and their CPG partners to drive demand for products through personalized ads.
• Local inventory ads enable businesses to dynamically target users near their stores with relevant product availability and pricing.

Maximizing Performance with Advantage+ Shopping Campaigns

Our Meta Advantage Suite of automated tools helps advertisers increase their ads performance and more quickly learn what’s working, allowing marketers to evolve their creative to drive the best return.

Since we rolled out this suite last year, retailers who are leaning in have seen incredible results, especially with Advantage+ shopping campaigns (ASC). ASC uses AI to test up to 150 different combinations of ad creative, unlocking new customers and helping marketers understand what is resonating with those most interested in their products.

Home Chef, a US-based meal kit and food delivery company, saw a 23% lift in conversions, a 22% lift in sales and a 10% increase in reach after incorporating Advantage+ shopping campaigns into its advertising strategy.

Driving Sales Online and In-Store

Amid today’s dynamic shopping experience, marketers are challenged to create experiences that can reach customers at every stage of their journey — through ads, in-store and online. Increasingly, advertisers are finding personalized ads to be a reliable tool to drive sales both in-store and online. In a recent test of 502 Conversion Lift studies run by retail advertisers globally, 57% of Meta ads optimized for online conversions drove incremental in-store sales.

Helping Retailers and Brand Partners Reach New Customers

One way that businesses are reaching more customers is through Retail Media Networks. Retailers are more closely partnering with the CPG brands they stock to create ad campaigns that reach customers across a variety of online surfaces, from apps to e-commerce sites and social media. Meta is helping these retailers and brands build even stronger partnerships through Managed Partner Ads Lite, also currently in testing, which allows retailers to drive demand for products on our platforms using CRM insights from the retailer.

Early results from Managed Partner Ads Lite testing shows that the experience is driving incremental, omni-channel performance for brands. Walgreens Advertising Group, a retail media network, partnered with Meta and a large national CPG brand to activate a campaign, optimizing for online sales of 75 SKUs. This drove a 3.9% lift in Health Remedies and a 2.5% lift in Skin Care products sold.

Reaching GenZ Customers With Creators

Partnering with digital creators is one of the most effective ways to drive consideration and purchases, especially among younger generations. Almost four out of five Gen Zers have taken a shopping action as a result of seeing content by a creator. To help businesses reach new customers in a more authentic way, creators and businesses can partner through Branded Content Ads to use creator content as the creative in their ad campaign.

This was true for fashion house Kate Spade New York, who tapped into Meta’s extensive creator network to reach a younger, consumer audience during the Spring 2022 fashion season. The company empowered a group of diverse creators to tell the Kate Spade story through their own personal lens and used this creative to run Branded Content Ads. As a result, in May and June 2022, 78% of their content reached a net-new target audience for the brand.

Meta offers a breadth of tools that help retailers of all sizes reach new customers, build stronger partnerships with brands and tap into the value of creators. By bringing our investments in AI, measurement and creators to our ad solutions, we’re helping businesses achieve the best possible performance of their ad campaigns so that they can continue to grow.