Facebook's Product Ads let marketers dynamically promote all their products

The social network calls it a solution designed to help businesses promote multiple products or their entire product catalogue

BestMediaInfo Bureau | Mumbai | February 19, 2015

Facebook has unveiled Product Ads, a new marketing unit designed to let businesses promote all their products. With product ads, Facebook points out that businesses can showcase more products and people on Facebook can discover more relevant products.

In a blog post, Facebook said, “The idea behind Product Ads is that they allow marketers to shine a light on an entire product line even as they make it easy for Facebook users to find products they want. Product Ads are designed to work on any kind of device end users have – from computers to tablets to mobile phones.”

It is understood that the ads' main use includes retargeting, namely using data collected from the merchant's website or app to customise the ad. The ads also include a new format for showing off multiple products, and they can update based on inventory data, removing items once they go out-of-stock.

Moreover, advertisers will also be able to target ads to people who visited particular pages on their website or app, or to viewers in specific locations or with specific interests. Facebook also informed that the ads are meant to follow users throughout the entire consumer process, from the moment they discover a product all the way until they click buy.

Facebook had tested these Product Ads with Target and Shutterfly. In a testimonial on the blog, Shutterfly's spokesperson said that its click-through rates have increased by 20 per cent, while Target's spokesperson revealed that these ads have done particularly well on mobile, where conversion rates are twice as high.

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