Connect with more shoppers using improved ad targeting

Ecommerce advertisers and marketers face an uphill battle of doing more with less. They need more conversions, more engagement, and a higher return on ad spend — but they have new data challenges and fewer resources to work with.

Customers are more likely to engage with ads that serve up products they’re interested in. But they also expect marketers to respect their data privacy. They’re opting out of data collection, which, combined with third-party cookie deprecation, can make it more challenging to deliver personalized ads.

Plus, cost pressures mean advertisers need to make sure the right message is getting to the right customer at the right time. Otherwise, they’re left with lower return on ad spend (ROAS) and fewer customers buying their products.

The partnership between Adobe Commerce and Meta helps smooth the path to ecommerce marketing success. Using the Meta Business Extension for Adobe Commerce — which provides access to helpful advertising tools and AI-powered ad capabilities on Meta — advertisers can deliver more personalized campaigns that help shoppers discover products they’ll love.

In this blog, we’ll cover how the Meta Business Extension for Adobe Commerce helps:

• Increase ROAS and accelerate gross merchandise value (GMV)
• Automate personalized ad creation
• Find and convert new prospects with better ad targeting
• Save time with a streamlined setup that takes just a few clicks

Then we’ll look at a demonstration of how easy it is to optimize your ad campaigns with the Meta Business Extension for Adobe Commerce.

Stretch advertising spend further

In the new data privacy landscape, advertisers need tools that rely on first-party shopper data rather than third-party cookies. And incorporating AI and machine learning into the marketing tech stack can help improve ad performance, personalization, and efficiency all while keeping customer privacy in mind.

The Meta Business Extension for Adobe Commerce gives advertisers access to Meta Advantage+ shopping campaigns and catalog ads, which combine Adobe Commerce data with AI-powered enhancements to create optimal shopping experiences tailored to customers’ preferences.

Meta Advantage+ shopping campaigns automate the campaign creation and optimization process to help advertisers build effective campaigns with less effort. The solution uses machine learning to design and deliver the highest performing ads and helps connect brands with more shoppers.

Meanwhile, Meta Advantage+ catalog ads sync with Adobe Commerce product catalogs to automatically generate and deliver relevant ads based on shopper behavior to help increase conversions and average order volume. In one real-world Meta customer example, a retailer using Meta Advantage+ catalog ads saw 69% lower CPA by showing shoppers product types they’d previously expressed interest in.

Connect the dots from ads to shopping experience

The online shopping journey is often fragmented. Don’t lose potential customers along the way due to lack of data. Instead, use existing first-party data to capture that impulse buy or deliver the perfect seasonal offer to prospective shoppers.

The Meta Business Extension for Adobe Commerce shares important customer events, via the Meta Conversions API, so marketers can create seamless shopping experiences across channels. Plus, by synching Adobe Commerce product catalogs with Meta Advantage+ catalog ads, advertisers can deliver product recommendations that are always accurate and up to date. The extension also has prebuilt events tailored to common use cases — like page views, add to cart, and purchases — for easier setup. It only takes a few clicks to create personalized ads driven by existing customer data.

Existing visitor data can then be used to find the right prospects most likely to buy by creating custom or lookalike audiences. For instance, a brand can build an ad campaign targeted at shoppers who have visited its site but haven’t added anything to their carts, or those who did add an item but then abandoned the cart.

See it in action

The Meta Business Extension for Adobe Commerce requires only a quick setup, saving time and development resources. This demo video shows how easy it is to install and activate the extension, with all the standard events already configured on the brand’s website. From there, it’s only a few more steps to optimize ad conversions for web events and set up synced product catalogs.

https://video.tv.adobe.com/v/3427696/

To get started creating high-performing, personalized marketing campaigns with the Meta Business Extension for Adobe Commerce, reach out to Adobe and Meta representatives today or visit our solution page to learn more.

Sridhar Jayakumar is a product manager on the Adobe Partner ecosystem team with a proven track record of building successful marketplaces and developer ecosystems. With a keen focus on delivering value to Adobe customers, Sridhar focuses on building partner integrations that resonate and drive impact. Sridhar's focus areas include Adobe Commerce, Adobe Experience Manager and Adobe Journey Optimizer.