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Facebook’s Latest Ads Placement: Marketplace

It’s been nearly two years since Facebook launched Marketplace, a place where Facebook users can discover, buy and sell items to people within their community and area. Think of it as Facebook’s version of eBay or Craigslist. For most of its existence, Marketplace has remained ad free, only very recently allowing users to boost the reach of the products that they themselves have put up for sale on the platform. However, it was recently announced that Facebook would start monetising the Marketplace by allowing companies to advertise their products and services on it. This, of course, opens the door to many opportunities.

2 min read

Marketplace as a New Ad Placement

Facebook started testing Marketplace ads in the United States in January this year, and again later on in Canada in May. Pleased with the results, Facebook has decided to make it official and has already expanded to both Australia and New Zealand. This means that businesses can now extend the social campaigns they have running on Facebook’s News Feed, right column, Messenger and Instagram onto the Marketplace! It is, however, important to note that these ads can for now only be viewed on Facebook’s mobile version. A particularly interesting aspect for advertisers is that viewers on Marketplace are usually there to either plan or actually make a purchase, unlike users targeted while scrolling through the News Feed. That is a big difference and one advertisers could use to their advantage when launching their ad campaigns.

On the other hand, people who are selling products on Marketplace itself, now have the chance to start boosting their own ads and sales posts, allowing them to reach more people and potentially reducing the time needed before it gets sold. This would be especially handy for users that want to make a quick buck, whether it’s selling a bicycle, a car or a piece of furniture. However, the only issue that some still have with this feature, is the lack of targeting options available to users. Consequently, the probability of products being presented to the wrong target group or demographic is fairly large, although Facebook plans to solve this by introducing ads that can be auto-optimised for clicks. This means that Facebook will show a certain product to people of similar demographic and background as the ones who clicked on the advertisement in the first place. Though this ad boosting feature is currently only available in some parts of the US, it is expected to be rolled out to the rest of the country and eventually on a more international scale.

Advertising on Marketplace with The Next Ad

Even better news!

Companies based in the US, Canada, Australia & New Zealand can now post mobile Marketplace ads through The Next Ad’s platform! This new ad placement option has just been added, expanding your reach on Facebook beyond the News Feed, right column and Messenger. At present, the only ad types that can be used on Marketplace are Photo Ads, Video Ads and Carousel Ads. Furthermore, this ad placement option can be used for 5 campaign objectives:

  • Traffic
  • Conversions
  • Product Catalog Sales
  • Video Views
  • Reach

Check out the image below for what you can expect to see when looking for this new ad placement option in The Next Ad’s Campaign Wizard.

As usual, we promise to keep you updated with any possible changes and updates that may take place in the future. We’re hoping Facebook rolls this out to Europe and the rest of the world very soon! What do you think of this new ads placement option? Will you be taking advantage of this new addition to the platform? Let us know in the comments section below!

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