The monetization between Facebook retail storefronts and counterpart Facebook advertising has created a disconnect for retailers. So, for retailers wondering where to turn to for ROI on all their Facebook commerce efforts, Zibaba launched Ads Direct this morning. Ads Direct is the first advertising solution fully integrated with a Facebook storefront, allowing retailers to sync storefronts and advertising campaigns within the same dashboard.
As a preferred Facebook developer, Zibaba is the first company to provide this fully integrated ad solution capability, but it’s likely we’ll see a flood of other established developers taking advantage of Facebook’s Ads API on Facebook Graph instead of the Facebook Advertising Manager.
With Zibaba, merchants can automatically populate ad campaigns based on conversions and product social metrics from their Facebook storefronts. These up-to-date numbers show the exact performance on pay-per-clicks, including data about how much a retailer is spending on advertising in relation to the amount of new sales, customer growth, fans, and ‘likes.’ The development allows retailers the ability to swiftly adapt advertisements accordingly, and scale advertising easily.
For small to medium sized companies, this one-stop-retail page will help to ease the burden and learning curve of f-commerce. The goal is to provide “any business, regardless of size, the ability to fully optimize every advertising dollar spent,” Arie Fishler, Zibaba’s chief technology officer, tells us.
Within the Zibaba dashboard, the Campaign tab is used to automatically create ads and display stats. Retailers chose a target location (or multiple locations,) target age range and gender, and set a pricing system. From there, administrators search their Storefront catalogue for a specific product, ad a line or two of text, and publish. It doesn’t look like retailers can create new ads uncorrelated with existing catalogue images—for example—lookbook images teasing for the next season that aren’t yet for sale. This could be a deterent on a retailer side, but there’s no real downside on the consumer end.
This three-step process means we could see a greater number of retailer advertisements, due to ease and instant result calculations. If this does translate into more CPCs, we’ll see likely see Facebook further encourage developers to build their own tools on the Ads API.