Facebook has announced two new enhancements to make remarketing on Facebook more powerful: the introduction of Multi-product ads, and updates to Custom Audiences from websites. The boldest visible change will be the Multi-product ads.
Let’s have a look at both of these updates.
Multi-Product Ads
Multi-product ads will allow businesses to showcase three products within a single ad unit. Each item will have its own image description and URL, yet will fit perfectly within the post. It works on both mobile app and the desktop.
Online retailers can combine the Multi-product ad unit with Custom Audiences from websites. E-commerce company Nomorerack tested the new feature and saw a 42% increase in click-through-rates and a drop between 42% and 45% in its cost per acquisition.
Multi-product ads are available to advertisers around the world via the Facebook ads API. Facebook said it will work to incorporate Multi-product ads into other ad interfaces later this year.
Enhanced Custom Audiences For Website
The social media giant in the coming weeks will also roll out several enhancements to Custom Audiences from websites, allowing businesses to reach people faster and build more nuanced audiences.
A new feature in Ads Manager and Power Editor allows businesses to target audiences who haven’t visited their website in a while, or people who have visited certain pages of the website.
Another upgrade to Custom Audiences enables advertisers to create targeted segments for different products in their catalog, along with a new feature that allows advertisers to automatically build audiences based on their past activity on their website.
To help businesses get even more from their Custom Audiences, Facebook also recently launched the Facebook Pixel Helper, a new Chrome extension that lets advertisers automatically troubleshoot the Custom Audience and conversion pixel installations on their websites.
