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Facebook Launches New Feature for Retail Advertisers


FacebookFacebook launched three retail solutions on Monday, including one impacting the advertising program known as Facebook Dynamic Ads, which help merchants reach shoppers by automatically promoting products to people who have expressed interest on their website, app or elsewhere on the internet.

A Facebook spokesperson said the launch of “categories” for dynamic ads means advertisers can now power their dynamic ads with category level images to inspire shoppers who are earlier in the purchase journey. “This solution takes the guesswork out of creating relevant ads for shoppers who may not yet have shown interest in specific products.”

According to the announcement:

“For over three years, dynamic ads have been helping businesses reach shoppers with the most relevant ads based on people’s interests. Now, with categories for dynamic ads, advertisers can reach people earlier in their shopping journey. For example, let’s say someone is generally interested in new furniture, but has not shown interest in a specific product yet. Businesses can use categories for dynamic ads to display images corresponding to that category of product, such as couches or tables, and inspire the person to take the next step in their shopping journey.”

The other two changes announced Monday include the following:

Store sales optimization (“Drive in-store sales”):
“We recently introduced customs audiences for offline conversions to help marketers connect with their customers by re-engaging their offline audiences on Facebook. With the addition of store sales optimization to our offline solutions, businesses can automatically reach people who are more likely to make a purchase in their store through the power of machine learning.”

Tabs for Canvas (“Inspire shoppers with a personalized catalog experience”):
Individual shoppers will see a collection ad in feed of category level images they are most likely interested in. When they click on the ad, they are taken to a personalized catalog experience where the first tab they see is the relevant category. Categories in feed and within the fullscreen experience are constantly changing to account the shoppers current interests and behaviors.

You can read the full announcement on the Facebook Business blog.

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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.