New tools to help advertisers this first AI-powered holiday season

Today we’re introducing new advertising tools to help businesses find customers and drive sales as marketers embark on the first AI-powered holiday season. We’re announcing bid multipliers and budget scheduling to give advertisers more control over their campaigns and expanding access to tools that help drive purchases on Facebook and Instagram. With these tools and our existing AI-powered Advantage suite, businesses can tap into incremental performance gains to ensure they grow profitably this season.

Introducing tools to better manage your campaign spend and optimize results

To help advertisers better optimize their budgets for moments in time when they anticipate higher sales, peak traffic periods or other promotional time periods, we’re introducing budget scheduling for ads campaigns. With budget scheduling, advertisers can choose to increase their daily budget to maximize promotional and sales opportunities. Before, an advertiser would have to manually adjust the budget at the desired time. After an advertiser's promotional period ends their budget will automatically revert back to their daily budget that they initially set - no other steps needed. Beginning in early Q4 2023, advertisers can use budget scheduling for both manual campaigns and automated campaigns like Advantage+ shopping campaigns.

AI-powered tools like Advantage+ shopping campaigns automate the campaign process to connect people with the best ad creative that will drive a sale. When marketers are able to provide additional guidance on the audiences that matter most to them, AI can work even harder to create business outcomes. That's why we're beginning to test the ability for advertisers to share how they value specific audiences, and allow them to increase their bid when targeting audiences within Advantage+ shopping campaigns. Tapestry has been an early tester of bid multipliers and successfully used the tool to target a Gen Z audience at scale.

“Having additional controls within Advantage+ shopping campaigns has allowed us to realize additional performance gains with the audiences that matter the most to our brand,” said Greg Merwede, Senior Director, Tapestry. “With bid multipliers in Advantage+ shopping campaigns we’ve been able to confidently increase our ad spend and reach younger audiences.”

Bringing Promotion, Reminder and Shops ads to more businesses

Promotional ads will be available to more advertisers in the United States, United Kingdom, Canada and Australia this holiday season. Promotional ads help businesses connect people with their best offers by simplifying the process to find and apply useful codes. By making it easier for people to use promo codes, businesses can see better conversion from their ads and encourage people to purchase after discovering a new brand or product. In fact, consumers (41%) find ads showing relevant products or discounts the most influential in their purchase decision.¹