New ways for advertisers on Facebook to run smarter campaigns that influence in-store results launched today.
Back in June, new capabilities for businesses to drive people to their stores and measure the amount of store visits and in-store sales following their Facebook mobile advertising campaigns was launched. Since then, the social site notes, they’ve seen “over one million shop visits per day in 100,000 locations.” Plus, a good number of growing retailers are “using “Offline Conversions API” to verify that people seeing their ads are making in-store purchases.”
Today, the company has extended its “dynamic ads” to retail businesses, that help retailers run their campaigns that “dynamically showcase products available in the shop, that’s closest to person seeing the ad,” explains team.
“Dynamic ads for retail” are currently in test with select few advertisers, and will become more widely available in the coming weeks to eligible clients.
Facebook dynamic ads are a proven way to drive online and mobile sales with more relevant product adverts.
For example, if a fashion retailer wishes to advertise a nationwide sales event happening at every shop, dynamic ads for retail will only showcase products that are in-stock at a nearby shop and display the price found at that location. As the ads are linked to the local product catalogue, if a product sells out in one shop the campaign automatically adjusts so that people in that region will no longer see it advertised.
Product selection for each ad can be optimised based on people’s online and mobile shopping behaviour.
Dynamic ads for retail give people the information they need to act on inspiration:
- “Local availability indicator on the ad shows a product is available at a nearby shop, and it also makes easier for people to get directions.
- Product summaries give potential shoppers information needed by them without leaving facebook app.
- Additionally, product summaries also help people in contacting nearest shop, buying online or saving the product for future reference.
- Similar products available at the nearest shop are featured so that people can browse the aisles directly from their phone.”
In addition, facebook is also introducing an integrated marketing objective called “Shop Visits”, a “primary reporting metric” and a new “optimisation model.”
Shop visits builds on the geo-targeting and advert format features of the Local Awareness advert solution helps advertisers reach people more likely to visit their shops, in order to decrease the reported cost per shop visit.
With this objective, advertisers can also define a targeting radius based on population density and desired reach. Dynamic ads for retail leverage shop visits objective.
Shop Visits reporting is an estimated metric based on information from people with location services enabled on their phone.
Lastly, company notes, eligibility for shop visits “reporting and optimisation depends on criteria including shop size and location.”
The Shop Visits will roll out over the next month to all advertisers.