Dive Brief:
- Facebook announced it will offer new product ads that automatically show users offerings tailored to their Web activity and interests.
- The adaptable ads will show viewers the specific products in which they are most likely to be interested in from a merchant’s line.
- Product ads will be able to retarget across devices, and will be able to automatically update based on available inventories.
Dive Insight:
Facebook has come up with a solution to help advertisers target users with specific products more easily. The social network’s new product ads offer a format that updates automatically to show viewers the products in which they are most interested based on recent Web activity such as search history and click-throughs.
The dynamic format allows advertisers to retarget ads easily or segment by region and audience without requiring tweaks to the advertising creative. Retailers simply upload a range of items, and the ads update themselves. Target and Shutterfly are among the first advertisers to test product ads, and are reporting good results: Target says that product ads’ conversion rates are 20% higher than other Facebook ads.
