Meta is expanding its Omnichannel ads feature, helping businesses drive online and in-store sales through a single campaign. These ads highlight nearby store locations, include links to maps to help guide shoppers and show available discounts to encourage physical store visits. When you select the ‘Website and in-store’ option in your ad set, Meta will automatically optimise your ads and display nearby store information.
Omnichannel marketing is a strategy that allows businesses to create a seamless shopping experience across multiple channels. This includes websites, social media platforms and in physical stores. This strategy will enable customers to stay connected, regardless of where they interact with the brand, making the purchase journey easier and more consistent. Rather than treating each channel separately, omnichannel marketing combines them into one unified experience that can boost loyalty and sales.
Meta began testing Omnichannel ads with selected partners last year, and the results have been positive so far. Advertisers have seen a 15% lower cost per acquisition and a 12% higher return on ad spend compared to their usual campaigns, according to Meta. With global access coming this summer, businesses will have the opportunity to build these ads ahead of the peak holiday season.
To use this new feature, make sure you have:
- A dataset that links offline and website events, with a strong match quality for your website events.
- A catalogue connected to your dataset to track product interactions from your website or app.
- A store page set up on Facebook to show nearby store locations (optional).
For brands that use Meta, it means they can manage the entire shopping journey, from online browsing to in-store purchasing, more easily and efficiently.
