It appears Meta has introduced a new landing page feature on select accounts, which uses AI image recognition to decide which landing page is most appropriate for your ad and is likely to improve performance.
The new feature is called ‘Optimise website destination’ and will pick the most relevant page on your website to direct users to by using its image recognition capabilities to look at products in your catalogue.
This has the potential to make ads more personalised and effective. The feature is automatically applied in Sales campaigns optimising for ‘purchases’ but users should be able to opt out by unticking the box.
By enabling this feature, you might see an uplift in sales as a result of relevant landing pages, but you could also lose control over which ones you direct users to, which isn’t ideal if you want to tailor your strategy to push certain products.
This new feature is still in the testing phase, so it may not be rolled out to all Meta accounts, but it’s definitely one to keep an eye on.
For more Meta updates, you can visit Bram Van der Hallen’s LinkedIn page.
