Facebook Introduces Dynamic Product Ads

February 17, 2015

Digital Marketing ChannelAdvisor By ChannelAdvisor

Today, Facebook announced dynamic product ads, a new type of retargeting ad that helps retailers promote their products to consumers on the social network. Dynamic product ads help promote relevant products to shoppers browsing your product catalog on your website or mobile app. The ads are driven by product data feeds and shown on a user’s Facebook news feed.

How Dynamic Product Ads Work

For years, retargeting has been popular with retailers because of its ability to entice shoppers back to a previously visited product page to complete a purchase. With Facebook’s dynamic product ads, retailers can now serve these ads on a site where visitors, on average, spend 40 minutes of their day.

Retailers can target site visitors with custom ad content based on multiple behavior types. For instance, if a shopper simply visited a product page or even placed a product in their shopping cart, a retailer can serve a dynamic product ad that features that specific product within the customer’s Facebook news feed. And if a shopper completes a purchase, the retailer can attempt to upsell the customer with an ad that shows similar products or recommended accessories.

Consumers are more likely to purchase a product in which they’ve already expressed an interest. With dynamic product ads, retailers can remind the consumers of their original interest.  Dynamic product ads also allow retailers to reach customers with ads on any device they use, regardless of the original touchpoint with the retailer.

ChannelAdvisor’s Support for dynamic product ads

Our support for dynamic product ads is the latest addition to ChannelAdvisor Digital Marketing. With this support, retailers now have the ability to use dynamic product ads immediately, in conjunction with ChannelAdvisor’s powerful data transformation engine. Advanced management and reporting features are scheduled to be released soon.


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