Retailers with a lot of merchandise can now zero in on consumers. Product Ads can showcase more products and discover more relevant products. Facebook is calling dynamic product ads “a solution designed to help businesses promote multiple products, or their entire catalogs, across all the devices their customers use: phones, tablets and desktop computers.”
Entire product catalogs can be uploaded to Facebook generating ads for items that will target to relevant users. These product ads are expected to not only rival Google’s shopping ads, which have shown successful for retailers in search but will be set apart according to Facebook due to the ability to not only harness the social networks popularity but also capitalize on its behavioral and location data on consumers.
Facebook states “Advertisers can curate ads as they see fit. For instance, they can highlight products that were viewed on their website/mobile app or showcase best-selling products. Or they can create a multi-product ad that highlights the different benefits of a single product.
Product ads can be customized for use throughout the customer journey, from discovery/awareness through purchase. Here are some options:
- Advertisers can automatically reach people who visited their website/app (via Custom Audiences), or reach people based on specific interests, locations, etc.
- Advertisers can curate ads as they see fit. For instance, they can highlight products that were viewed on their website/mobile app or showcase best selling products. Or they can create a multi-product ad that highlights the different benefits of a single product.”
When out of stock, the Facebook Dynamic Product ads system will turn off the ads for the specified products thus creating what Facebook sais is a better ad experience.
The Paris, France based Criteo sais, “the performance marketing technology company, today announced its extended mobile capabilities as a result of Facebook’s new dynamic product ads. As users shift from desktops to mobile devices, Criteo’s advertisers are now able to complement their Facebook Exchange marketing efforts by reaching consumers using Facebook on their phones.”
Facebook Marketing Partners launched making it easier to find trusted partners for marketers. The website has updated tools that feature hundreds of partners categorized based on the expertise that marketers need most including Ad technology, media buying and Facebook Exchange (FBX). The site will help new and existing marketers manage product ads by connecting them with the right partners.
According to Adweek, Target Corporation, the second-largest discount retailer in the United States behind Walmart and Shutterfly the Internet-based image publishing service based in Redwood City, California will be among the first merchants testing Facebook product ads.