Facebook has introduced two new ways for advertisers to run smarter campaigns that achieve in-store results. In an official blog post Facebook announced Dynamic ads for retail and in-store optimizations.
Dynamic Ads For Retail
These ads are now being extended to brick-and-mortar retail. Campaigns can now dynamically showcase products available in the store which closely matches the requirement of the person seeing the ad.
“For example, if a fashion retailer wishes to advertise a nationwide sales event happening at every store, dynamic ads for retail will only showcase products that are in-stock at a nearby store and display the price found at that location. As the ads are linked to the local product catalog, if a product sells out in one store the campaign automatically adjusts so that people in that region will no longer see it advertised. Product selection for each ad can be optimized based on people's online and mobile shopping behavior.”
These ads give people the information they need to act on inspiration:
Local Availability: The availability indicator on the ad shows the buyer that the product is available at a store in their area, and people can get directions using the store locator.
Product Summaries: Facebook hosted summaries can be used by the advertisers to share information with the potential buyers without leaving the Facebook app.
Different Actions: Product summaries include ways for people to take actions like contacting the nearest store, buying online, or saving the product for future reference.
Similar Products: Similar products available at the nearest store are featured so people can browse the aisles right from their phone.
Dynamic ads for retail are currently being tested with Abercrombie & Fitch, Argos, Macy's, Pottery Barn and Target. The objective will be available to the eligible clients in the coming weeks.
Solution For Brick-and-Mortar Businesses
“The store visits objective builds on the geo-targeting and ad format features of the local awareness ad solution and introduces store visits as the primary reporting metric and a new optimization model. This new objective also includes improved geo-targeting, allowing advertisers to define a targeting radius based on population density and desired reach. Dynamic ads for retail leverage the store visits objective to take advantage of this new optimization model and more powerful geo-targeting features. Store visits reporting is an estimated metric based on information from people with location services enabled on their phone.”
Store visits objective will be available to all advertisers over the next month. However the eligibility for store visits reporting and optimization depends on store size and location.