Facebook Releases New Product Ads

Chris CrumMarketing & Advertising

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Facebook announced new product ads designed to help businesses promote multiple products or their whole product catalogs. The ads are shown across devices.

"Product ads offer businesses a number of ways to highlight different products on Facebook," the company says. "Marketers can upload their product catalog and create campaigns targeting certain products to specific audiences, or let Facebook automatically deliver the most relevant products to people. Products can be shown in single- or multi-product ad units."

"Product ads can be customized for use throughout the customer journey, from discovery/awareness through purchase," it adds. "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."

Shutterfly CMO John Boris said, “The multi-product ad unit allowed us to display a variety of products we offer at Shutterfly in a clean, engaging way. The ability to control product order placement offered gifting inspiration for our current customers and created a natural introduction of products for our new customers, resulting in a 20%+ increase in click through rate.”

The ads are available now in the API through Facebook Marketing Partners. They will roll out in Power Editor over the coming weeks.

Image via Facebook

Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.