This week marks the public release of Facebook Multi-Product ads: a new, really interesting ad unit for promoting your products in Facebook’s newsfeed.
While classic Newsfeed ads only feature one image and one link, multi-product ads allow you to highlight up to 5 different products, each with its own image and URL, all within a single ad.
With an average CTR improvement of 42% compared to a standard Facebook Newsfeed ad, you’re going to want to start testing this new unit immediately, trust me!
Here’s how to get started along with some professional tips to get the most out of these new ads.
1) Multi-Product Ads: Not just for eCommerce
Before we dig into Multi-Product Ads, I want to debunk a common myth. When discussing this new Facebook ad type with our customers, the objection I often hear is:
“I’m sure they’re great but we’re not an eCommerce website so we don’t have multiple products to showcase.”
While this new Ad unit’s sweet-spot is, of course, eCommerce, nearly everyone else can still use it to their advantage. The term “Multi-Product” is probably the culprit here, so just forget what Facebook calls it and, instead, just think of it as Multi-Benefit Ads or Multi-Image Ads, because that’s really what they are.
For sure, the best thing about these ads is the ability to showcase multiple images, each with its own link inside a single ad. And anyone can take advantage of that.
Let’s take, for example, AdEspresso. We only have one product but we also offer our users lots of great Facebook Ad eBooks. Instead of guessing which one might be the most appealing, we can simply advertise all of them together with this new ad type.
See what we’re doing? One box for each eBook and the final one pointing to our academy. This Ad performs extremely well for two reasons:
- Whether you’re a beginner or a pro, you’ll find something in the ad that suits your needs.
- It positions our Facebook Ad Academy as a great resource, so it’s more than just a hit and run way to get our eBook downloaded.
These are still in the “product” realm, so let’s see a different type of example. Even with a single product, we have the many benefits of AdEspresso to showcase:
Awesome! We can highlight all the main pain-points AdEspresso is addressing and direct our potential users to specific landing pages, each highlighting the specific needs of users.
No matter what you’re promoting, Multi Product Ads can be a great way to highlight the multiple benefits of your product and potentially gather interest from a broader audience than might be possible by just using different value propositions.
2) Creating your First Multi-Product Ad
Creating Facebook Multi-Product Ads is relatively simple, the only downside is that they’re not available through the standard Ads Manager and you’ll need to use the more complex Power Editor.
The process is relatively simple and was already explained in many blog posts so I’ll focus on how to create them in AdEspresso.
First of all, when setting up the campaign, select you want to promote an external website with the new Multi-Product Ad format.
Next you’ll need to select the page that you’ll use to publish your ads, the post’s text the url that will be used for the last box and, if you want, the caption. This is just a vanity url that will be displayed in place of the real one. You can leave it empty.
Finally, it’s fun time. You can start adding your products. You can add from 3 to 5 of them and for each one you can insert a Title, a Picture, a Description and the url where users will land after clicking on the product.
Remember, pictures for Multi-Product Ads have a different aspect ratio compared to the usual Newsfeed ads. They’re perfectly squared and the recommended resolution is 458×458. As always, the bigger the better, just make sure they fit nicely in the product’s box.
After the 3/5 product boxed Facebook will automatically add a last one for additional information. As said before, you can only change the url and the displayed url for this box but that’s all you can do. As a picture Facebook will automatically use your Facebook’s page profile picture, so make sure you have a good one!
3) Dynamic Product Optimization
That’s not all. While until recently Facebook only allowed you to promote 3 to 5 products within Multi-Product Ads, they’ve now introduced a new, automatic way to test more products (up to ten) at the same time.
Enabling this new feature is extremely easy. Simply enable the flag into AdEspresso and you’ll be allowed to create up to ten products.
The number of products displayed within a single Multi-Product Ad won’t change but Facebook will automatically rotate them in and out to figure out which ones are generating more website clicks or conversions for you.
Once enough data points are gathered, Facebook will automatically optimize your Ads to display your top performing elements.
This is a first step toward the recently announced dynamic ads, which will allow you to load your entire product catalog and promote it. This particular kind of advertisement will be extremely powerful and will be tied directly to Custom Audiences. You’ll be able to retarget products to anyone who visited the ads or added products to their cart but never completed the purchase.
More news on this coming soon, so stay tuned!
4) The Early Movers’ Advantage
No matter what business you’re in, you should jump onboard and start testing Multi-Product Ads immediately.
Early tests by Facebook of Multi-Product Ads showed a 45% drop in cost per acquisition and a similar improvement in the CTR. And believe me, that’s not going to last long.
I’ve already spoken about the advantages of being an early mover and how much it costed me making the mistake of not adopting new ad units immediately but it bears repeating…
No matter how good (or bad) a new Ad Type is, during the launch period it will always perform extremely well.
Because of banner blindness, every type of advertisement tends to suffer from a drop in performance over time. When a new Ad unit is released and users are not yet used to it, they tend to be more attracted by it and this will make your ads stand out in the newsfeed.
Personally, I’ve seen very few Multi-Product Ads on my Facebook Newsfeed. And it’s probably the same with you. For that reason alone, start testing them right now.
5) Facebook Multi-Product Ads & Custom Audiences
Facebook Multi-Product ads are a perfect fit with Custom Audiences. The opportunities are endless!
Here are some ideas to get you started:
- Promote Add-on products: Create Website Custom Audiences of users who buy specific products and then target your customers with add-ons to that product. For example, if someone buys a new mobile phone from your website, you can offer them discounts on headphones, chargers, batteries, and so on.
- Target Category Browsing: Using Website Custom Audiences, track users who visit certain product categories on your website and then target them with Multi-Product ads featuring top products from the category they visited.
- Promote Your Content: If you’re doing a lot of content marketing, Multi-Product Ads can be a great way to advertise the 5 most interesting blog posts on your website. You can target either a Custom Audience of newsletter subscribers or a Website Custom Audience of anyone who visited your blog.
- Address Buyer Personas: Either by using your email database or by tracking visits to key pages of your website, create audiences for each buyer persona. Then advertise top products or product features that are specifically tailored to persona needs.
I hope this article gave you a clear overview of how powerful the new Facebook Multi-Product Ads are and how you can use them to boost your advertising ROI.
I’ve already set up some Multi-Product campaigns to promote our eBooks and key features of AdEspresso, so I should have some meaningful data to share with you very soon.
Are you already testing them?
Have any specific questions or findings to share?
Let me know by leaving a comment below!