Two years after the launch of Dynamic Ads, Facebook has upped the ante with an expanding format that will allow advertisers to target even more users based on their web activity.
Similar to how marketers already use Dynamic Ads, advertisers first upload a catalog of products that they would like to promote. They then select an audience of people they’d like to target—say, women in the United States. Facebook’s algorithms then look at traffic patterns on retailers’ mobile sites and apps as well as information on Facebook to automatically serve a targeted promo to users.
Dynamic Ads are now open to retailers and ecommerce brands in the U.S. with plans to include other regions in the coming months. Online furniture retailer Wayfair has been testing the format and claims that the ads are 20 percent more effective than other types of acquisition advertising.
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