Facebook Product Ads Debut, Include Tips
Facebook and Google seemingly roll out competing products faster and faster. Last week, marketers may have been thinking they were looking at Google Product Listing Ads, but they were really looking at Facebook Product Ads already available through the just-as-new Facebook Marketing Partners option, or in Power Editor during the next few weeks.
"Marketers can upload their product catalog and create campaigns targeting certain products to specific audiences," according to a Feb. 17 Facebook for Business blog post, "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."
1. Custom Audiences. [Editor's note: Marketers may already be familiar with a manual version of this option.] "Advertisers can automatically reach people who visited their website/app (via Custom Audiences), or reach people based on specific interests, locations, etc.," according to Facebook. The company says it turns off ads for specific products when they're out of stock.
2. Curate Ads. "Advertisers can curate ads as they see fit," writes Facebook. "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."
Will this paid option working well for e-commerce marketers who have decreased organic reach?
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