What is optimizing a website destination? This new feature gives meta-important functionality, so you should be sure it is what you want.
Here’s what you need to know…
Required settings
This feature is available when you have an active directory and use the following settings:
- Sales Target
- Website conversion location
- Single image or video ad format
What’s this?
If all of this is in place, you may see a checkbox for “Optimize Site Destinations” under the URL when creating an ad.
Below the check box, it reads:
When people may improve performance, we will guide people to the most relevant pages on your website.
That’s interesting. When you hover, Meta explains further:
After uploading the media, we will use image recognition to help you identify products from the catalog as a potential destination for your ad.
Yes. Does this sound like it? Here are some details from the Help Center article:
…You allow us to dynamically select the location of the person who clicks on the ad based on their intentions. This can be your website home page or product page.
Wow. Therefore, the meta can overwrite the URL in the ad.
Should you use it?
This will be based on your advertising ideas and information in the catalog. While it should be used only in your interests, this shows a lot of trust in the automation of Meta.
If you are not too careful, you may feel that there may be problems. For example, you can direct people to a unique landing page for ad tracking or special offers, but Meta can override it to send it elsewhere.
Meta’s response is most likely that you shouldn’t open this question in this case. Although it is true, this is automation you need on purpose.
