Facebook has unveiled a range of updates to the advertising options on its own platform and Instagram in response to the increasing popularity of mobile shopping, particularly through apps.
Very.co.uk has experienced an uplift in sales from Facebook advertising
In order to help retailers tap into the “huge opportunity” of targeted ads, Facebook is extending its Dynamic Ads to Instagram for the first time.
Dynamic Ads automate product advertising by showing people ads featuring items they’ve expressed interest in, either by viewing it or adding it to their basket, or items related to ones they have purchased.
Facebook is also rolling out advanced options for its Custom Audiences service, to help retailers differentiate between and connect with visitors who display different types of behaviour online.
For example, if a business knows that someone who visits their website once a week is more likely to make a purchase in the next 30 days, they may focus their efforts on connecting with them.
Retailers can now target audiences by the frequency of their visits, time spent on the site, the amount of money spent and what devices they are using.
Facebook said the majority of consumers now spend their time on mobiles in apps, and advertising strategies “have to change to keep up”.