Facebook will introduce a new service called Product Ads, designed to help businesses draw attention to their wares and target the right products to the right users.
It’s the latest service aimed at converting Facebook ads into sales, after the social network last year introduced a ‘buy’ button to its advertisements.
Product ads will allow businesses to promote multiple products or their entire product catalogue by uploading products and creating campaigns that target certain products to specific audiences.
Advertisers will be able to automatically reach people who visited their website or app previously, or reach people based on specific interests, locations, gender or age.
Facebook has also offered to automatically deliver the most relevant products to people through a range of user data it has, including a user’s likes, cookies and ad clicks.
Businesses will also be able to showcase best-selling products or create a multi-product ad that highlights the different benefits of a single product.
Product ads will be available today through the application-programming interface of Facebook Marketing Partners. It will roll out in Power Editor over the next few weeks.
Kirsten Robb is a former journalist at SmartCompany. Previously, she worked at News Corp as a property reporter for Leader Newspapers and the Herald Sun, and holds a Masters of Journalism at Melbourne University.
