Facebook offers new ways for businesses to drive sales

Facebook has announced a variety of product updates for Facebook, Instagram and its Audience Network, offering advertisers new ways to drive sales of their products across mobile and desktop.

According to Facebook, the updates will help advertisers identify and connect with their website visitors and mobile app users.

“They also reflect our commitment to make Facebook, Instagram and the Audience Network the most effective platforms for driving sales on mobile,” Facebook said in a statement.

“We’re expanding functionality for Dynamic adverts (formerly called Dynamic Product adverts) and adding new advanced capabilities to Custom Audiences from your website.”

According to Facebook, Dynamic adverts for travel  will empower travel advertisers to offer hotel options to people who have shown interest in taking a trip, either by browsing hotels or by searching for and purchasing a flight.

“For example, a travel business can connect with people who viewed a hotel on their website by showing them an advert featuring the hotel that they viewed, along with similar hotels in the area. Advertisers can now also help people complete their trips by showing relevant hotels to people who have purchased flights on their website or in their app. And to help advertisers offer people the best experience, the hotel options shown include dynamic availability and pricing, so people always see the most up-to-date information.”

To help marketers connect with customers in new places, Facebook has also extended Dynamic Adverts to Instagram.

According to Facebook, Dynamic adverts for travel are currently being tested with several advertisers and updates will be provided when it is widely available across Facebook, Instagram and the Audience Network.

Following the success with Dynamic adverts on Facebook, Canada-based jewellery retailer, Jewlr, was one of the first businesses to try Dynamic adverts on Instagram, says Facebook.

“Their campaign targeted people in the US who viewed or added a product to their basket from the Jewlr website but hadn’t followed through with a purchase. So far, Jewlr is seeing strong results with their Dynamic adverts on Instagram, with a return on advertising spend that has more than tripled.”

Facebook has also introduced advanced options for Custom Audiences from advertisers’ websites “to help them differentiate between and connect with visitors who display different types of behaviours on their website. The new options address the fact that some website visitors are more valuable to a business than others.”

“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 people who have visited their website in the last week. The updates to Custom Audiences empower advertisers to do just that.”

According to Facebook, the New York Times has been using Website Custom Audiences for over a year. “With Custom Audiences, they have been able to reduce their cost per subscription from Facebook advertising by 25 per cent and increase the volume of subscription conversions by 2.3 times.”

Over the coming months the advanced features for Custom Audiences will be made available to advertisers who are using Power Editor and the API.

“These updates empower advertisers to sell more effectively from Facebook, Instagram and the Audience Network. With the new features for Dynamic adverts and Custom Audiences from your website, advertisers can share highly relevant messages across devices to encourage people to purchase the things that they’ve expressed interest in,” reads Facebook’s statement.

“We’ll continue working to make Facebook, Instagram and the Audience Network the most efficient and effective places to drive sales, and will provide updates when we have new features and products to share.”