Facebook extended the targeting capabilities of its dynamic ads to users’ web activity.
Director of product marketing Maz Sharafi spoke with Lauren Johnson of SocialTimes parent Adweek about the new targeting option, saying that advertisers previously were only able to target users who specifically viewed products on their websites or mobile applications.
Sharafi said as an example that the new targeting option now allows advertisers to retarget users who have been searching for red dresses across multiple retailers’ sites and who like posts and pages related to dresses, and he told Johnson:
The top feedback and most common type of feedback that we hear is, “Hey, can you help me drive sales beyond people visiting my website and app, including new customers?” What we can now do is say, “Who else is potentially in-market for these products?”
It automates the process of who it can show products to—it takes out a lot of the trial and error and complexity of being able to do this in a manual way. For example, to sell 1,000 products, you have to create almost 1,000 different ads to reach those products to different people. With dynamic ads, you’re effectively creating one.
Online furniture retailer Wayfair has been testing the ability to target dynamic ads based on users’ web activity, and director of marketing Jessica Jacobs told Johnson:
We can automatically reach a huge audience with personalized recommendations from our catalog of more than 7 million products. With dynamic ads, we are beating our customer acquisition efficiency target by more than 20 percent at a scale that is meaningful to our business.
Advertisers: What are your thoughts on this new targeting option?