Facebook is trying to find new ways for advertisers to drive direct commerce from News Feed ads.
The company today publicly announced a test of a product called Canvas, allowing users to click on a Facebook ad, then browse products.
Facebook noted that Canvas is one of the many things the social network is trying to enable better e-commerce on the site. A Facebook for Business blog post elaborated on Canvas:
When people click on products from ads in their News Feed, the mobile websites they’re directed to often take a while to load and aren’t optimized, increasing the chance that people will drop off.
That’s why we’re testing a new ad experience called Canvas that helps businesses drive any advertising objective, from brand building to driving sales. We’ve been testing Canvas with a number of businesses since we first unveiled this in June. Over the coming weeks we’ll begin testing a new experience on Canvas. After clicking on an ad, people will see a fast-loading, full-screen experience where they can browse through a variety of products, before going to the retailer’s website to purchase.
Facebook also touted its “buy” call-to-action button and explained the benefits of Facebook pages a sa mobile solution for businesses.
Facebook explained that in the next few weeks, a new e-commerce experience will debut: a Shopping section.
More details in the blog post:
We’ve also seen that people discover new products across multiple areas on Facebook—News Feed, Pages, and Groups. In the coming weeks we’ll begin testing a single place for people to more easily discover, share and purchase products. We’re testing with a limited set of small businesses in the US who are also testing the Shop section on Pages. Their products will be eligible to appear there. Over time we’ll explore incorporating additional content into this experience, such as items listed for sale in Facebook Groups.
Readers: What do you think of these tests?