A larger percentage of consumers who now hunt through Google and Amazon to make e-commerce purchases may switch and buy through Facebook. That's because they'll soon be seeing product suggestions in the social network's ads that are based on links from their "search data to location-based purchase data" that even includes small businesses, writes Nii A. Ahene.
Ahene—the co-Founder and COO of CPC Strategy, a retail search specialist agency based in San Diego—authors the article that appears Monday in SocialTimes.
"In a recent survey of 1,500 U.S. browsers, we found that 44.6 percent of consumers go to Amazon directly when they know they want to buy something online, compared to 39.1 percent that head to Google," he writes. "The prospect of Facebook entering the retail advertising space around both purchase intent and consideration stage creates a direct threat to the share of advertising dollars that Google AdWords and Google Shopping get from retailers."
Ahene reasons Facebook's recent acquisition of TheFind, a personalized commerce search app, may make this possible.
Ahene expresses more opinions in "What Facebook's Acquisition of TheFind Means for the Ad Industry":
He says the acquisition makes Facebook's announcement about multi-product ads possible because inventory feeds will be better.
Ahene says TheFind's comparison shopping capabilities rival those of Google Shopping, so Facebook can target and retarget consumers "without the absolute need of a data feed (unlike Google Shopping)." Also, the social giant can ensure pricing is correct.
He says it'll be interesting to see how Facebook uses its new capabilities for mobile and local product search ads, given the amount of check-in information it has. If offline store information comes in, courtesy of retailers, geo-targeting and geo-fencing may be in Facebook's future, Ahene says.
What else would marketers like to see out of Facebook?