Earlier this year Facebook introduced Dynamic Product Ads, a solution for businesses to promote multiple products across multiple devices. Dynamic Product Ads allow businesses to showcase more products so that Facebook users can discover products that are most relevant to their needs.
Paid advertising has become more social and diffuse, meaning that more and more businesses are seeing the value of enhanced social media advertising. Paths to conversion are now taking place across multiple devices and platforms making social advertising more of a requirement than ever before.
How Does It Work?
Businesses can upload a selection of products (or even their whole product catalogue) into Facebook’s ad platform. Campaigns can then be created which target certain products to particular audiences.
For example, if you run a clothing e-commerce site you may choose to create a Facebook audience of users who have been browsing the blue dresses section of your website. Product ads allow you to then show a range of blue dresses to this user while they are browsing on Facebook with either multi-product ads or single product ads.
With over 30 million Facebook users in the UK alone this creates a huge opportunity to target users where they naturally spend time online with relevant and helpful advertising.
Targeting
Audiences can be defined and segmented in different ways by advertisers for well-targeted, conversion-driving ad campaigns. More about this type of ad campaign can be read in our blog: Facebook Custom Audiences.
If no audiences are available, Facebook can automatically deliver the most relevant products to the right people; however, this does take away some of the advertisers control.
Users can also be reached through interest and location based campaigns. Although these campaigns are capable of producing strong conversion and sales figures there is also real benefit in the reach and awareness that is generated as a result of these campaigns.
The blue dress example above targets specific, niche audience members who have shown an interest in a product or a product type and can therefore be shown a highly relevant ad. However, if we are to target females in the UK who have an interest in fashion we can reach a broad number of potential customers with multiple-product ads. Even if these users click through and do not complete a purchase it is not wasted ad spend. This user can then be added to your audience lists and retargeted further down the conversion funnel with a more tailored, specific, product ad.
Cross-Sell & Up-Sell
Although product ads have always been used to show related products to people who have either viewed or added a product to their cart, Facebook now offers an option to show related and complimentary products to users who have purchased an item.
For example, you can show matching jewellery or handbags to the user who bought the blue dress in the above example. After all, if the customer has come to your physical store the accessories would be strategically placed to encourage sales, so why not do the same online?
Facebook Dynamic Product ads offer a great opportunity to reach customers and grow sales for your business.
If you, or someone you know, has any further questions or would like to discuss ideas tailored to your business needs, get in touch.
