MULTI ADVERTISER ADS ON INSTAGRAM – WORTH IT?

Multi advertiser ads on Instagram – worth it?

Multi-advertiser ads are a relatively new feature inside Meta ads manager, that “allow businesses to be discovered by people who have shown commercial intent by engaging with relevant business content and are in a shopping mindset.”.

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Multi-advertiser ads are a relatively new feature inside Meta ads manager, that “allow businesses to be discovered by people who have shown commercial intent by engaging with relevant business content and are in a shopping mindset.”.

They appear purely in Instagram feeds and when you select this option, your ads are optimised to appear next to ads from complementary ads from other businesses. For example, if you run ads for a tyre shop, your ads may appear next to ads for a mechanic.

Here at Sunny Digital HQ, we tested this option being selected vs. not selected across four eCommerce clients for a month in an A/B test.

Here is what we found:

This option is the way to go. Across all four clients, the lead volume was higher and the cost per result was significantly lower (in one case 370% lower!) when this option was selected.

Impressions and clicks were mostly similar, however the multi advertiser group yielded significantly higher conversion rates.

This option works. There are no two ways about it. This highlights to us that relevant ads are useful to consumers in a shopping mindset. It will be interesting to see how Meta can roll this out across their other properties and expand beyond the solo placement of Instagram feeds.

Could they release an “offers” tab which is purely ads in the future, where you search by the industry you’re currently participating in the purchase path of?

Time will tell, but for now, this option is a must-have selected for all eCommerce advertisers running Instagram ads.