Facebook launches multi-product ads, enhances Custom Audiences


Facebook this week announced a new feature for advertisers seeking better direct response through the social network, and made Custom Audiences even more powerful.

Now, Facebook advertisers can showcase up to three products in one ad unit on both desktop and mobile.

Facebook blogged about this new ad offering:

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% and its cost per acquisition decrease between 42% and 45%.

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


Facebook also announced a deepening of its popular Custom Audiences from your website:

In the coming weeks we’ll roll out several enhancements to Custom Audiences from your website, allowing businesses to reach people faster and build more nuanced audiences. These improvements include:

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

And new audience limits that 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.

NewCustomAudiences2Additionally, Facebook has also developed a Chrome web plugin called FB Pixel Helper. This allows advertisers to troubleshoot their Custom Audience and conversion pixel installations on their websites.

Readers: What do you think about these new features?


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