How can Facebook dynamic multi-product ads affect eCommerce?
You might have seen some Facebook multi-product ads yourself as well.
What is the main difference between the standard
Facebook ads? Now you have the option to promote a number of unique products
and their features in a carousel kind of ad.
Now if you have an e-shop that’s your hard sales
breakthrough. You can select some of your finest products, TARGET the specific
persons you want and then wait.
You could of course have a post with the product you
are promoting and boost it but is that the same thing? The user will see at
least 3 multi-product ads as an impression. They might see something they like
in it. If the price is right they will click. Simple CPC (cost per click).
That way you can show your product variety, be very
specific, extremely cost effective and create an awareness that can be quite
product oriented.
That way you grasp the attention of a potential buyer
that will view your variety and increase your sales! All that with an average
CPC around 0, 05€. You get to show off your catalogue (or a portion of it) with
extremely low cost.
Facebook has created a very powerful sales tool that
may span across the smallest e-shop up to the biggest eCommerce retailer.
It’s all about relevance and perception if you ask me.
Facebook algorithm nowadays is so smart and by giving you the chance to show
more than one ads in the same space as one is the smart sales move to do. All because
of relevance. When you win the relevance game the next thing to do is become
even more effective.
Say you have an e-shop. You could go around with
awareness ads promoting your stuff in general or you could go for a very
specific ad that actually might not grasp the audience. Now Facebook dynamic multi-product
ads change the whole set. They give you options in virtually the same cost or
less.
You have a catalogue of products you want to show.
Same goes for the user. They want to see the variety some times. But if I see
what I want to buy on one specific ad then you have my interest. If the price
is right I might even buy on impulse!
Some may say that this is the win move from Facebook
on Google. I would say we have to wait. But to be honest, Facebook ads do
manage to target way more correctly than a GDN ad. Google search might still be
very effective, but the experience is not a much dynamic as a Facebook ad and
considering the complexity of ads and the potential cost of specific words,
then it’s a no go for a small eCommerce company.
In other words the definitive winner move nowadays for
small eCommerce businesses is Facebook. I don’t say that you should not invest
in Google. On the contrary. Your mix needs to be wide in order to reach wider in
terms of customers. What I am saying however is that you should probably
reconsider where to spend your budget in terms of mix.
