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Grow Your Business Social Media

Facebook Rolls Out New Product Ads

Facebook Rolls Out New Product Ads
Credit: 2nix Studio/Shutterstock

Advertisers, you're in luck — showing off your products on social media just got easier.

Facebook recently announced its latest advertising option: product ads. These ads are designed to help businesses promote multiple products (or even their entire product catalog) across all of the devices their customers use, Facebook representatives wrote on the company's business blog.

How do these new product ads work? Businesses actually have several options for using them. According to Facebook's blog, advertisers can upload their entire product catalog and manually create campaigns that target certain items to specific audiences. Advertisers also have the option to let Facebook automatically deliver the most relevant products to the people most likely to be interested in them.

Facebook also offers single- or multi-product ad units, depending on how many items advertisers would like to highlight. [Facebook for Business: Everything You Need to Know ]

"Advertisers can curate ads as they see fit," Facebook representatives wrote. "For instance, they can highlight products that were viewed on their website/mobile app or showcase best-selling products. Or, they can create a multi-product ad that highlights the different benefits of a single product."

And if an item gets sold out, advertisers don't have to worry — Facebook's automatic delivery system will turn off ads for specific items when they go out of stock, so customers won't be disappointed.

Some of the companies that have already seen promising results from the new product ads include Target and Shutterfly.com.

"The early results have exceeded expectations, with a 20 percent increase in conversion compared to other Facebook ads," Kristi Argyilan, senior vice president at Target, said in a statement. "Performance has also been especially strong with people shopping on mobile devices — an important and fast-growing area for Target — where we're seeing two times the conversion rate."

Product ads don't just benefit businesses, either. While the new offering does give businesses a better way to highlight their products, product ads also make it easier for Facebook users to find products they're interested in.

Facebook launched product ads on Feb. 17 and will continue to roll out the new solution to marketers over the next few weeks.