This move mirrors local inventory ads in Google Shopping, and hopes to bridge the gap between online and in-store sales.
This major update also brings:
- Local availability: An availability indicator on the ad shows people that a product is available at a store near them, and the store locator makes it easy for people to get directions.
- Product summaries: Advertisers can use Facebook-hosted product summaries to give potential shoppers the information they need without leaving the Facebook app.
- Different actions: Product summaries include ways for people to take actions like contacting the nearest store, buying online, or saving the product for future reference.
- Similar products: Similar products available at the nearest store are featured so people can browse the aisles right from their phone.
When will these new local ads be available? Unfortunately you’ll have to wait a few more weeks as Facebook is only testing with the following retailers: Abercrombie & Fitch, Argos, Macy’s, Pottery Barn and Target.
So far the feedback of these dynamic product ads with in-store availability data has received very positive feedback from the retailers testing it, and more generally is a very welcome move!
Brian Roizen is the co-founder and chief architect of Feedonomics, a full-service feed optimization platform that optimizes product data for hundreds of channels. He has been featured on numerous podcasts and eCommerce webinars, and regularly contributes to Search Engine Land and other industry-leading blogs. Brian graduated summa cum laude from UCLA with both a Bachelor’s and Master’s degree in Mechanical Engineering.