Facebook adds 'shop now' button for in-feed shopping

Retailers who utilize Facebook's (NASDAQ: FB) page post ads will now be able to add a call to action button, such as "shop now," directly onto the post seen in users' feeds. Facebook rolled out the new buttons yesterday as an update to its Custom Audiences feature which launched in October. 

Here's how it works: Retailers who sign up install the Facebook remarketing pixel on their website, or the Facebook or third-party SDK in their mobile app. The retailer can then build Custom Audiences based on the actions people take while visiting their site or mobile app. The business can then deliver Facebook ads to users based on these actions. The ads show up in Facebook feeds as "Suggested posts."

Now, instead of the usual "like" and "share" features, the ads will have buttons in the lower right side of the box that can be customized by the retailer or business to read "shop now," "sign up," "learn more," "book now" or "download."

The Custom Audiences feature works with all of Facebook's ad formats, placements and targeting capabilities. For retailers specifically, Facebook says it hopes the new features will provide companies with broader solutions to reach people across devices and drive consumers to e-commerce sites.

A retail mobile app could build retargeting campaigns by installing the Facebook or third-party SDK in their mobile app and target people on mobile or desktop, encouraging them to come back and purchase the items left in their shopping cart, according to Facebook.

This is the second Facebook development in recent months specifically designed for retailers. In November, Facebook doubled the number of partner categories in order to give marketers more options to tailor their ads using additional categories.

For more:
-See this Facebook blog post
-See this FierceCMO article

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