Facebook Introduces Multi-Product Ads And Enhanced Custom Audiences

This week, Facebook announced two new advertising enhancements that designed to make remarketing on Facebook even more effective. The enhancements include the introduction of multi-product ads, and updates to Custom Audiences from your website.

Multi-product ads

Facebook’s new Multi-product ads give businesses the opportunity to display three products within a single ad unit, on either desktop or mobile. Each of the three advertised products will have its own image, description and click target.

This new ad unit would be particularly powerful for online retailers that are looking to reach visitors that left their website without making a purchase.

Using the multi-product ad unit in tandem with Custom Audiences from your website, the online retailer could remarker a carousel of different items that the visitor looked at before leaving the website.

Facebook points out that Ecommerce company Nomorerack used this approach and saw its click-through-rates increase as much as 42% and its cost per acquisition decrease between 42% and 45%.

Multi-product ads are available to advertisers around the world right now via the Facebook ads API.

Enhanced Custom Audiences from your website

Facebook intends to roll out several enhancements to Custom Audiences from your website. One of these enhancements is a new feature in Ads Manager and Power Editor that allows businesses to customize certain kinds of audiences to advertise to.

For example, you could specifically target people who haven’t visited your website in a while, or people that have visited only certain pages of your site.

The other new features include the ability to choose new audience limits that allow businesses to segment their target audiences for different products, along with a new feature that allows advertisers to automatically build audiences based on past activity history on their website.

The enhancements to Custom Audiences from your website will be rolled out over the next few weeks.