In 2015 Facebook announced their new product listing ads that advertisers could leverage and start displaying specific products to different audiences. This is an introduction to Facebook product listing ads and is the first in a three-part series of blogs.
What Are Facebook Product Listing Ads?
Facebook product listing ads are a straight forward concept in that you list your products as ads on Facebook. However, combine this concept with your complete product catalogue, as well as leveraging Facebook’s extensive user data and it can lead to some pretty impressive targeting techniques. If you are familiar with Google AdWords, a good way of looking at Facebook product listing ads is that they are similar to a combination of shopping and display ads on Google. They display products using a product feed like Google Shopping ads, however they are placed to where people are not specifically searching for them like Google display ads. The additional benefit of being on Facebook is the extensive targeting options provided. This unique mixture can provide a variety of different benefits to your advertising campaigns.
The Benefits of Product Listing Ads
As mentioned above, Facebook product listing ads are like a mix between Google Shopping & Display ads. This provides a big advantage as it allows advertisers to place products in front of a very specific and targeted audience that are likely to be interested in a specific product as shown in the example below.
Note: This is an example of Facebook ads and targeting methods, it is not a recommendation of how to set up a Facebook advertising campaign
Another great benefit is the addition and use of dynamic product ads to get really targeted with your products and set parameters so the ads will change depending on who it is being shown to. A great example of utilising this would be to dynamically alter your ad to show a product listing to someone who has already viewed the same product on your website. There are many great ways of utilising dynamic product listing ads, keep a look out for part 2 of this blog series where we will dig deeper into these ads and the best ways to use them.
What Results Can I Expect?
The results you can expect really depends on how much time and money you are willing to invest and whether you fully utilise all of Facebook’s data, and your own, to target your products to the best audiences. Facebook product listing ads can work for businesses of all sizes large or small. According to Facebook, companies such as Target & Shutterfly have seen up to 20% increases in conversion and click through rates in comparison to their standard Facebook advertising campaigns (Facebook, 2015). Ultimately, the end result depends on your goals, your investment into the advertising and how specific you want to be with the adverts.
For more information on Facebook product listing ads, be sure to keep an eye out for the next blog in the series which will cover dynamic product listing ads in more detail. If you need any help with Facebook advertising and are interested in using our services either email myself at firstname.lastname@example.org or call us on 0115 880 0211.