Facebook supports sellers to direct traffic to FB stores

Advertising expert Tony Christensen tweeted that Facebook will allow advertisers to direct 10% of the traffic from their ads to their own Facebook or Instagram stores.

That is, Facebook is suggesting that these advertisers link part of their ad campaigns to Facebook or Instagram Shops rather than third-party links.

Facebook said that this change will provide Facebook with more data to help improve user experience and optimize traffic conversion. For example, Facebook's data can help advertisers determine which users are more likely to complete conversions on Facebook rather than third-party websites. Advertisers can adjust future marketing campaigns based on this data and guide users to places where they are more likely to pay.

It should be noted that Facebook's choice to launch this new service at this time may be related to the update of Apple's privacy policy. After Apple's privacy policy update, many people will choose not to allow applications to track their data. Facebook encourages advertisers to direct traffic to Facebook and Instagram stores, most likely to obtain more user information, so as to reduce the impact of Apple's privacy policy update.

For Facebook and advertisers, it would be a win-win situation if the new service can allow Facebook to obtain more data and improve the conversion rate of advertisements.

In fact, in order to increase its efforts to enter the e-commerce business, in addition to this new service, Facebook is also testing a visual search tool similar to Pinterest, where users can scan objects in the real world or upload any pictures or videos to find similar product information.

In addition, Facebook launched Live Shopping in August last year, which allows businesses to sell their products in real time while interacting with shoppers live. During the live broadcast, users can click on relevant products to learn more about the products, add products to their shopping carts, and then check out to buy. Data shows that since Facebook launched the live broadcast function, the total number of live broadcasts on the platform has exceeded 10 billion.

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E-commerce