Facebook is making it easier to for retailers to drive foot traffic into brick-and-mortar stores. The social network launched this week a new advertising program that uses mobile ads to draw local customers by advertising products that are available in-store.
Called "dynamic ads," these advertising units were first used to showcase relevant product ads to boost online and mobile sales. Facebook is now expanding dynamic ads by combining product catalogs with geo-targeting to drive in-person sales. [See Related Story: Facebook for Business: Everything You Need to Know]
"Many retailers already use Facebook ads to promote their in-store products, but until now it wasn't feasible to customize creative for every store location based on local product availability, pricing or promotions," Facebook wrote on its Facebook for Business blog. "Now, with dynamic ads for retail, campaigns can dynamically showcase products available in the store that's closest to the person seeing the ad."
Dynamic ads for retail also eliminates the problem of marketing out-of-stock products or the wrong prices, which can result in a bad customer experience and wasted ad unit impressions, the company added.
How Facebook dynamic ads for retail works
Facebook dynamic ads lets retailers include a wide range of information to draw Facebook users into their stores. This includes:
- In-store availability of advertised products
- Store locator
- Product summaries
- Call-to-action buttons (contact nearby stores, buy online, save product and more)
- Similar products that are available
Products shown in ad units can also be optimized based on users' online and mobile shopping behaviors, Facebook said.
To illustrate, dynamic ads can be used by fashion retailers who wish to advertise a sales event.
"Dynamic ads for retail will only showcase products that are in-stock at a nearby store and display the price found at that location," Facebook explained. "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."
Facebook will be rolling out dynamic ads for retail in the coming month. Contact a Facebook account representative for eligibility requirements, such as store size and location.
For more information on how Facebook can optimize your social media marketing, check out our comprehensive guide.