5 Retail Experts Weigh in on Facebook Product Ads
With the announcement of Facebook’s new Product Ads, retailers and marketers across the ecommerce industry are anxious to see how the program will impact their sales. In a previous post, we discuss how the latest product advertising program could lead to groundbreaking revenue for both the social network and retailers thanks to their advanced user-data and targeting capabilities.
With Product Ads, retailers have another avenue to promote inventory, while Facebook users can discover more relevant products in a native setting.
We got the chance to hear from major players in the online retail space from a wide range of product categories to discuss their opinion of Facebook Product ads.
The ecommerce experts:
- Gagan Jain| RangRage.in
- Scott Perry | Jeromes.com
- Greg Finney |2modern.com
- Tony Santelli |TaylorMade-adidasGolf.com
- Ian Sells |StrongVolt.com
Retail & Ecommerce Marketing Roundtable
*Gagan Jain – CEO – RangRage.in
How do you see Facebook Product Ads impacting the retail advertising space?
In our opinion, product ads are a revolutionary measure which can avail any marketer to showcase its products to its target audience with most optimum expenditure. When it comes to product marketing and branding, there are very few measures which can be tracked, monitored and optimized. Product sellers 
can reach their customers on the basis of their interests, behavior, locations and recent moods.
What features and aspects of the new Facebook Product Ads are you most excited about?
The most amazing feature is the multi-product ad unit, which allow us to display a variety of products we offer to customers together as a bunch in a clean, engaging way. The ability to control product order placement, offered gifting inspiration for our current customers, and created a natural introduction of products for our new customers – surely results in higher click rates.
For any retailer, like us, the most important thing is how many interested people come to our store. With the product ads, we have a solution where it attracts the interest by the graphic shared and then enables the customer to directly reach the page where the product is available for buying. This corresponds to faster rate of conversions and effective audience.
What do you think is the best approach for retailers to launch successfully on the Facebook advertising channel?
The best approach for any retailer to launch a product/services/brand via Facebook advertising is first getting a Facebook page, use Facebook measurement tools to understand the audience and their behavior, then choosing audience of right choice via age, gender, location, interest for their ads. Next, running a website ad which can
take customers directly to website, measure their turn-out rates and then find people with similar interest to turn-out customers.
About Gagan: Gagan is CEO of RangRage.in a design house of apparels and home décor including T-Shirts, Denim, Hand Bags, Coasters, Cushion Covers, Painting, Art, Lamps, Leather bags, Jackets, Ties, Kids, Photo Frames, Clocks, Jewelry, candle holders etc. Based in Indore, India – Rang Rage is proud to employ 50 local artists to create a strong social impact on the artists and their families.
* Gagan Jain’s responses were made in collaboration with Shankey Bansa, Digital Marketing at RangRage.in
Scott Perry– Director of Ecommerce / Omni-Channel – Jeromes.com
How do you see Facebook Product Ads impacting the retail advertising space?
I think initially these ads will be most effective for branding.
What features and aspects of the new Facebook Product Ads are you most excited about?
Probably the dynamic templates and cross device display. The custom audience improvements are interesting, but also new. It should get better over time.
What do you think is the best approach for retailers to launch successfully on the Facebook advertising channel?
Set expectations, this is not Google product ads where you have direct user intent. View this as an extension of your prospecting campaigns and budget, and understand the branding value of it. Also know that it will get better over time, this is freshly rolling out.
About Scott: Scott is the Director of Ecommerce / Omni-Channel of Jerome’s Furniture founded in 1954 by Jim & Esther Navarra. The 600 employee company features seven Navarra family members, four of whom are third generation retailers. Jerome’s locations were added in Chula Vista, El Cajon and Scripps Ranch. In 2005, the company streamlined its operations by opening a 450,000 square foot distribution center. In the last few years Jerome’s has started expanding outside the San Diego area into Murrieta, Corona, Rancho Cucamonga, South Bay/Torrance, Anaheim, and Laguna Hills.
Greg Finney– CEO / Founder – 2modern.com
How do you see Facebook Product Ads impacting the retail advertising space?
Google will obviously have more intent-driven shoppers, so it’s unlikely that PLA will be unseated as the champion in terms of direct conversion attribution. Facebook understands the complexity of the end user and a retailer shouldn’t take that for granted. Likely, Facebook Product Ads will be a good tool with getting a retailer’s brand in front of the right audience initially, and over time, likely a positive driver on gross revenue generated, after data is gathered.
What features and aspects of the new Facebook Product Ads are you most excited about?
Having the ability to target specific products based on site usage/engagement combined with the knowledge of their user’s behavior/psychology is a big advantage for Facebook advertisers. Complex catalogs with multiple variants will likely be a challenge. The more Facebook can improve their exact product targeting at the variant level, the better the offering will be for the consumer and retailer.
What do you think is the best approach for retailers to launch successfully on the Facebook advertising channel?
Stick to retargeting first and optimize for success. Once your metrics meet your goals, then look to prospect towards similar segments. 
Having a mobile optimization strategy will also be helpful in maximizing your returns, given the growth of that audience for Facebook.
About Greg: Greg is a strategic marketing and sales expert with a results-driven record of developing new and profitable revenue streams for Fortune 500 and emerging brands. Greg served as chief strategist of digital media for clients such as Levi Strauss, Siebel Systems, Clorox, Stanford University, Sun Microsystems, Honeywell and Advent Software.
As a serial entrepreneur, Greg has founded several companies in the software and ecommerce markets. 2Modern features the most talented and innovative designers of modern furniture, contemporary lighting, personal accessories, modern art, & eco-friendly products for the home and office.
Tony Santelli– Social Media Coordinator – TaylorMade-adidas Golf
How do you see Facebook Product Ads impacting the retail advertising space?
Facebook Product Ads should help the advertising space. Now, instead of going through a third
party, they’re able to serve up ads directly and portray products in a different way than they were previously able to.
What features and aspects of the new Facebook Product Ads are you most excited about?
Being able to feature multiple products in one ad will be a great addition. Featuring an entire apparel collection from a top to matching footwear would help increase traffic and, hopefully, online purchases. Facebook can improve on the outreach of people that actually see and interact with the ads and posts from brands/retailers
What do you think is the best approach for retailers to launch successfully on the Facebook advertising channel?
Through the product ads they’re now able to focus directly on the selling of the product which 
allows them to focus more on creating engaging content and stories around those products directly on their channels.
About Tony: Tony graduated from Westfield State College in 2009. His work experience including Social Media and Product Creation Coordinator for TaylorMade-adidas Golf Company for several years.
TaylorMade-Adidas Golf Company is a manufacturer of golf clubs, bags and accessories based in Carlsbad, California. It is a subsidiary of the German company Adidas Group.
Ian Sells– CEO / Founder – StrongVolt.com
How do you see Facebook Product Ads impacting the retail advertising space?
I think its a great way to build brand identity (more eyeballs) and expand the common consumers mind about what types of goods are out there. Of course its going to be important to have the right message and personal connection in order to see conversions.
What features and aspects of the new Facebook Product Ads are you most excited about?
I’m just excited to have another channel to monetize. ​As a company in growth mode, the more channels of revenue I can have, the better. Not placing all your eggs in one basket is always best.
What do you think is the best approach for retailers to launch successfully on the Facebook advertising channel?
Running PPC is always about spend, test, track, tweak and spend more.​ It’s a cycle that when done right, can grow leaps and bounds.
About Ian: As CEO and Co-Founder of StrongVolt, Ian’s mission and passion is to make StrongVolt a household name in the portable power industry. Headquartered in San Diego, StrongVolt is the leading the way with technologically advanced portable solar chargers that offer freedom from outlets.
From folding solar chargers that charge your phone in under two hours to rugged, wireless Bluetooth speakers, StrongVolt is changing the way consumers enjoy an active outdoor lifestyle by powering their fun.
Facebook Product Ads: Major Takeaways
After hearing from these select retailers, it’s clear that:
- Facebook Product ads will have an impact on branding and gross revenue generated
- Retailers are most excited about Multi-product ads and their ability to feature not only several product items but to be able to build a story-telling framework around their items.
- There is hesitation from retailers that the program will encounter bumps in the road but most are willing to try the new service and see what can come of it in terms of revenue and user engagement.
- Advancements in Facebook’s customer segmentation and targeting will open up new ad opportunities for retailers.
Facebook Product Ad Resources:
- Facebook Product Ads: What the New Program Means for Retailers
- Facebook Dynamic Product Ads Live in Power Editor
- Facebook Product Ads: A Retailer’s Guide To Facebook Advertising
- Facebook Friend-To-Friend Payments Paves the Way for Ecommerce Platform
- Facebook on the Forefront of Retail Advertising with TheFind Buyout
- Q&A with Brian Carter Bestselling Author of ‘Facebook Marketing’
- How to Get a Higher ROI on Facebook Ads Using AdEspresso
- Will Retargeting Platform AdRoll Brave the Launch of Facebook Product Ads?
- Facebook Shopping Feed: New Testing For Retailers
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