Facebook Beefs Up Custom Audiences, Introduces Multi-Product Ads

By David Cohen 

MultiProductAds650Facebook is beefing up its custom audiences ad-targeting options, adding multi-product ads, which allow brands to feature three products within a single ad unit, as well as enhancements to custom audiences for websites.

The social network offered more details on multi-product ads in a post on its Facebook for Business page:

Multi-product ads enable businesses to showcase three products within a single ad unit, on desktop or mobile. Each product highlighted will have its own image, description, and click target.

Say you’re an online retailer that’s looking to reach people that browsed your site without making a purchase. Combining the multi-product ad unit with custom audiences from your website, you can produce a carousel of different items — like handbags, sundresses and sandals — to show in News Feed to specific audiences. Ecommerce company Nomorerack used this approach and saw its click-through-rates increase as much as 42 percent and its costs per acquisition decrease between 42 percent and 45 percent.

Beginning today, multi-product ads are available to advertisers around the world via the Facebook ads application-programming interface. We’ll work to incorporate multi-product ads into our other ads interfaces later this year.

As for the other enhancements to custom audiences, Facebook wrote in the Facebook for Business post:

A new feature in Ads Manager and Power Editor allows businesses to easily build certain kinds of audiences — i.e., people who haven’t visited your website in a while, or people who have visited certain pages of your site.


And new audience limits enable advertisers to build highly targeted segments for different products in their catalog, along with a new feature that allows advertisers to automatically build audiences based on past activity history on their website.


To help businesses get even more from their custom audiences, we’ve also recently launched FB Pixel Helper, a new Chrome extension that lets advertisers automatically troubleshoot the custom audiences and conversion pixel installations on their websites.

Advertisers: Are you eager to try out the new features for custom audiences?