On September 9, Facebook announced that it is testing two new ad features – an in-app checkout experience for dynamic ads running in the Facebook News Feed, and the ability to turn organic shopping posts on Instagram into an ad via Ads Manager.

“These new ads are based on the ways people currently like to discover and purchase products on Facebook and Instagram so the ad design and experience will be familiar,” said a Facebook spokesperson.

In-app checkout for Facebook News Feed ads.

A new native checkout feature for dynamic ads is being tested by Facebook, which makes it possible for users to discover a product via a dynamic ad and purchase the product from the ad without leaving the Facebook app.

This test is only available to a “small bucket” of advertisers on Facebook during the coming weeks.

Turning organic shopping posts into Instagram ads. 

In this Instagram test, advertisers can turn organic shopping posts into ads via the Facebook Ads Manager.

“Businesses have found success with shopping posts and will be able to reach new targeted audiences in a way that’s familiar to people,” said a Facebook spokesperson.

These ads will be tested over the next few months. Facebook said it has plans to add the Instagram Checkout feature to the ads in the future (the in-app purchase feature currently available to a number of brands).

SourceAmy Gesenhues