Facebook on Tuesday announced Product ads, a new marketing unit aimed at allowing businesses promote their products. Product ads, according to Facebook, will perform a dual role of allowing marketers to shine a light on a whole product line while also allowing users of the social network site to find the products they want. It is designed by the company to work on virtually any type of device owned by end users, including computers to tablets to mobile phones, according to Venturebeat.
“Today we’re introducing product ads, a solution designed to help businesses promote multiple products or their entire product catalog, across all the devices their customers use. With product ads, businesses can showcase more products and people on Facebook can discover more relevant products,” Facebook announced on its site today.
The ads according to the social network site, with more than 1.4 billion users, can be highly customized and are designed to follow users throughout the whole consumer process. This is from the very minute they discover a product until they click to buy it.
“Product ads can be customized for use throughout the customer journey, from discovery/awareness through purchase.”
Marketers can use Facebook’s Custom Audiences to target their ads at users who visited their website or their apps or target the ads at individuals who have declared specific interests or who are in specific geographical location.
The company also announced that advertisers can curate their messages whichever way they prefer. What this means is that they can create whatever kind of ads that are suitable to their product line.
“Product ads offer businesses a number of ways to highlight different products on Facebook. Marketers can upload their product catalog and create campaigns targeting certain products to specific audiences, or let Facebook automatically deliver the most relevant products to people. Products can be shown in single- or multi-product ad units.”
Facebook’s Product Ads have been designed in a way that if they are used by the company’s conversion pixel (a tool for conversion measurement), the adds can still be dynamically optimized for everyone who might come across them. In this way, the company feels that customers will eventually be able to see ads that are suitable for them. In turn, marketers will benefit by seeing much higher return on their ads investment.
Facebook believes that Product ads will allow businesses to highlight their products in many different new ways.