Facebook eCommerce advertising options offers an unprecedented number of direct response ad products. It’s no surprise that Facebook is a worldwide advertising channel for other businesses with physical products to sell.
With all of the changes and new offerings Facebook brings to the table on a regular basis, it can be hard to keep up with the latest sea of products and ad techniques.
To help you stay afloat, here are four Facebook trends the e-commerce sector should know about in 2016.
Facebook eCommerce for 2016
Here are the things to remember:
#1 Facebook’s Growth in Mobile
As more and more consumers shop via mobile phones, tablets and pads, advertisers are responding by spending more money on mobile. Previously, the desktop was the king of e-commerce advertising. Although CTRs were nothing to write home about, impressions were much cheaper than they are today and advertisers enjoyed somewhat higher purchasing levels.
Things are much different in today’s ad environment, where purchase rates for mobile ads are easily catching up to desktop purchase rates. While desktop CPMs in America were over twice the CPMs of mobile in 2014, that cost difference is reduced to around 40% today. Also, today’s mobile click through rates for e-commerce are over 200% higher than click through rates for desktop.
Advertisers now find themselves in an environment of highly mobile international markets. It’s no wonder that in the first quarter of 2016, a noteworthy 60% of e-commerce advertising spending on Facebook went on mobile. That’s a 15% increase from the mobile spending that took place in the previous year.
#2 New Advertising Formats Boost E-commerce
A new ad format for Facebook, Dynamic Ads are popular among retailers. A retailer can place numerous ads for rotation, each containing targeted products. With dynamic product ads, advertisers can display products related to other items a consumer has browsed for online. This dynamic ad format is also effective for re-targeting consumers who have previously left a website without purchasing their online shopping cart orders.
Retailers using Dynamic Ads have experienced better performance than the results they saw with the traditional methods of Facebook targeting. This trend will certainly continue through 2016 and beyond. Due.com founder John Rampton uses Dynamic Ads frequently to gain traction for his startup, and the results, he says, “Have had a tremendous impact on our bottom line and our valuation.”
#3 Facebook’s Audience Network (FAN) Benefits Advertisers
In January, Facebook spotlighted its FAN by announcing that the product was opening up in mobile. Although gaming marketers had been using FAN prior to January 2016, retail and other advertisers were not so quick to use the offering. Now that it enables native ads to display in numerous mobile apps, e-commerce marketers will almost certainly be encouraged to test the waters of FAN.
The performance from mobile web inventory sources has been very promising for gaming advertisers. Other marketers are sure to follow suit.
#4 Video Is Boosting Facebook eCommerce
Just as many advertisers were slow to get on the FAN bandwagon, they were also slower than gaming marketers to use video advertising on Facebook. But, video is now showing advertisers increased conversion rates, minimized CPAs, and promising returns on ad spending. Clearly, video advertising on Facebook is growing fast.
Look for Facebook to keep focusing on video inventory in the US and abroad. Spending on video has been skyrocketing, and even Facebook has commented on the value of video.
These trends, of course, do not automatically apply to all e-commerce advertisers. However, in the interest of always having an eye on improving performance, all e-commerce advertisers should at least look into offering varied payment approaches.
#5 Facebook eCommerce and Ad Block Companies
Recently, Facebook rolled out its forthcoming changes to ad preference controls and among these latest changes is a decision to deactivate the popular ad-blocking program Ad-Blocker that is used to get rid of the online ads. As per this change, the social networking company has turned on a switch on its desktop site, which basically renders ad blockers. So, even users with ad-blocking program installed and running on their systems will get to see ads on Facebook.
Further, the Silicon Valley Company also revealed that its ad preferences tools will be updated to make things easier for users to customize the kind of ads that they get to see on the website. The recent move from Facebook has given rise to a furious debate about the ad blocking ethics. On one side of the coin, several digital advertisements are annoying as they slow down the web pages’ loading times and have a negative impact on the overall online experience. On the other side, they serve as the foundation of business for many digital publishers to offer content to the readers.
Talking on behalf of the company, Facebook’s Vice President Andrew Bosworth stated that disruptive advertisements are an industry issue and the increase of ad-blocking programs is a very strong indication that users don’t wish to see ads. However, he feels that ad blocker is a bad solution to the problem.
Facebook is not alone on its side. In fact, there are many digital publishers like The Wall Street Journal and The New York Times that consider ad blockers to be a huge threat to their advertising revenue. Around 200 million users globally employ ad blockers on their desktop PCs, as per estimates from the anti-ad-blocking start-up Page Fair. There are many users who use ad blockers on their portable gadgets like tablets and smartphones also.
Many other digital publishers like Forbes, The Times and Wired have also started experimenting new techniques with the sole aim of anti-ad-blocking. Such publishers argue that users need to understand that the journalism that they enjoy online costs money, which has to be paid for – and advertising is a crucial aspect of this revenue.
Facebook also supports this claim admitting that ad blocking software is bad for publications that get robbed of almost 50% of the value exchange between publishers and users. However, the social networking giant also feels that instead of blocking all advertisements, a way has to be discovered to serve relevant ads to the users.
On the Ad Blocking Company Side
On the opposing side of the debate is the ad blocking companies reacting furiously to the action taken by Facebook, which they believe will soon by incorporated by many other major websites as well.
AdBlock Plus calls this move of Facebook to be anti-user, stating that it’s following a dark way against the choices of users. It posted a question to Facebook asking why users are being stopped from making a decision on what they can block and what they can’t. Nonetheless, AdBlock Plus doesn’t consider this as a cause to panic because such cat-and-mouse chasing games aren’t new to the tech industry.
AdBlock Plus considers that Facebook’s view is ironical taking into account that the social media company acknowledges that users are justified to block ads, but still denies giving them the rights to do so.
By being open to DPA, Audience Network, and video capabilities, the Facebook eCommerce sector can reap fresh rewards that weren’t experienced in the past.