Facebook Adds New Display Options for Dynamic Ads to Improve Retargeting
As we move beyond the midway point of 2017, many businesses will now be shifting focus to their campaigns for the major shopping season. And with that, the social networks will all be moving in line, adding new tools and options to secure ad dollars as part of the push.
Facebook's moving quickly on this, announcing new enhancements to their retargeting, 'Dynamic Product Ads'.
Facebook launched Dynamic Product Ads back in 2015 - the offering works by enabling businesses to upload their product catalog and create campaigns targeting certain products to specific audiences based on chosen details or their browsing behavior and what they viewed on your site (or, alternatively, you can let Facebook automatically deliver the most relevant products to people).
To further enhance this option, Facebook's now giving businesses more ways to showcase relevant products by adding video as an option within Dynamic Ads.
As per Facebook:
"We predict that video will play a bigger role in product discovery for the coming holiday season. In fact, 30% of mobile shoppers surveyed said they prefer to discover new products through video."
In addition, advertisers will also be given more ways to tempt shoppers who've shown an interest in their products by highlighting new discount and price listings on the relevant image/s.
As shown here, the new overlays will appear on top of the relevant image (either in circle, rectangle or triangle form), making them stand out, which could be the push those browsers need to go from interest to conversion. The overlays will be able to include price, a percentage off as calculated from differences between sale and price, or the sale price and regular price strikethrough.
Retargeting can be a highly effective way to re-engage potential customers, with research showing that users who are retargeted to are 70% more likely to convert. Facebook's Dynamic Ads, too, have proven popular, with more than 2.5 billion unique products uploaded to Facebook for cross-referencing through their retargeting system since introduction.
These new options could make it an even more enticing options - if you've not considered Dynamic Ads before, it may be worth taking the time to check them out ahead of the major retail push.
You can read more about Facebook's Dynamic Ads here.
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