21 September 2016
World’s largest social media platform with almost 2 billion users, Facebook on Tuesday announced a major improvement to its ads system.
The new system allows local businesses to connect their Facebook ad campaigns to their in-store product inventory. This is to ensure they only advertise products that are actually in stock.
Before now, Facebook’s dynamic ads show you different products based on your activity and interests, but with the latest interaction, the ad units now show local availability, display product summaries, offer similar items and point to online buying options.
Instead of just showing you the product, the ad can direct you to a specific store where the product is available at a specific price.
In a blog post on Tuesday, Facebook noted that though many retailers use Facebook ads to promote their in-store products, it wasn’t feasible to customise creative ads for every store location based on local product availability, pricing or promotions.
“Marketing out-of-stock products or inaccurate local prices can lead to a bad customer experience and wasted impressions. Now, with dynamic ads for retail, campaigns can dynamically showcase products available in the store that’s closest to the person seeing the ad,” – Facebook said in the blogpost
Facebook’s new update came on the heels of an announcement in June where the company gave marketers the ability to track whether or not their ads actually drive people to their stores.
Summary of the new update:
Local availability: An availability indicator on the ad shows people that a product is available at a store near them, and the store locator makes it easy for people to get directions.
Product summaries: Advertisers can use Facebook-hosted product summaries to give potential shoppers the information they need without leaving the Facebook app.
Different actions: Product summaries include ways for people to take actions like contacting the nearest store, buying online, or saving the product for future reference.
Similar products: Similar products available at the nearest store are featured so people can browse the aisles right from their phones.
Author: Timilehin Boyinde
Oluwatimilehin Boyinde is a research writer and a social media strategist. A public affairs analyst, he writes about history, politics, sports, life matters and technology. He is passionate about happenings in Local and international political arenas. He is an avid Manchester United fan and an unapologetic Nigerian.