Facebook Collection Ads – Everything you need to know!
In a crowded mobile-first world with users spending increasingly more time on their phones, it is important for brands to offer engaging and interactive experiences. Collection ads is a mobile-only ad format, that delivers a combination of video and catalog ads that can complement your overall advertising strategy. If you’re trying to create more interactive ads, and grab people’s attention, then Collection Ads is a really good solution.
So, what are Collection Ads?
Collection is an ad format available for Facebook & Instagram that provides engaging experiences that drive users from discovery to conversion.
Users can discover, browse and purchase products or services, straight from their mobile devices. Facebook Collection Ads include either a cover image or video, followed by 4 images that can be used to showcase products. These images are customizable and can feature specific products or they can be used in catalog mode where they are dynamically chosen by the algorithm based on each users preferences and probability of conversion. When a user taps “more” on the ad, a full-screen page appears, giving the option to browse more products. Clicking on each one of the ad images directs the user to the exact product link on the site, for immediate purchase.
Available Collection Ad Templates
Collection Ads offer a selection of different templates to choose from:
- Storefront: Features products in a mobile shopping experience. You can use your catalog so as each person sees relevant products.
- Lookbook: Let people explore your products in action by featuring them in lifestyle images and leveraging product tagging.
- Customer Acquisition: Encourage new customers to discover your brand and products with a mobile landing page that encourages action.
Alternatively, if you want full control of the structure & layout of your ad, you should choose Custom Instant Experience. Here you can select the exact layout and place every component of the ad at the exact position you want.
Instant storefront template
Instant lookbook template
Customer aquisition template
Step-by-Step Collection Ads Creation
In order to use Collection Ads, you’ll have to choose one of the following compatible campaign objectives: Traffic, Conversions, Catalog sales & Store Traffic.
When you create the ad, from the Ad setup section choose the “Collection” format, as seen below.
Scrolling down to the Destination, you’ll have to choose the template you want, and then you’ll be directed to the set-up of the instant experience.
When formulating your ad and set up your product grid, you are given 2 options (see picture above)
- Order Dynamically
- Choose a Specific Order
In the first case – Order Dynamically – you will have to choose the catalog set that you’ve already created on Commerce Manager. This option allows you to create a personalized experience by showing the most relevant products to the user viewing your ad. Then, there is an option whether you want your products to be automatically grouped into relevant sections, which will allow the users to browse easily the products and move to the most relevant section according to their individual interests.
Otherwise, you will have to go with the second case – Specific Order – where you can advertise specific products, by uploading manually one-by-one the exact product IDs you want. They will be shown to the user at the specific order you selected them, and they cannot get grouped.
Don’t forget to complete the field with the label, which drives users to take an action, and finally you have to complete the destination by adding the website url.
Collection Ads Specifications
Assets
Image:
- Type: JPG or PNG
- Ratio: 1:1, 1.91:1, 4:5 (they may be masked to 1:1)
Video
- File Type: MP4, MOV or GIF
- Ratio 1:1, 1.91:1, 4:5 (they may be masked to 1:1)
Ad Copy
Primary Text: 125 characters, it will be demonstrated above the visual part of the ad
Headline: 40 characters, it will be placed below the cover asset
Best Practices
- Prefer a cover video over image, as videos can grab attention, deliver your message more accurately and have better interaction with users, compared to an image. Be sure that your video makes sense even when muted, as most mobile users scroll their feed without sound. Use square or vertical ratio and try the 4:5 vertical.
- Include product catalog with a variety of products, it’s recommended to have a minimum amount of 50 products, which will allow Facebook to serve relevant ones and prevent out-of-stock cases. Segment relevant products from your feed so as to target users more accurately.
- Include a strong Call-to-Action in the header.
Key Takeaways
Facebook Collection ads enhance your existing online presence and supplement your marketing campaigns’ strategy, by offering engagement with your audience.
Give your audience the chance to interact with your ads and show them unique experiences that will drive them to convert immediately.
So, if you are searching ways to level up your paid content, then you should go for Collection Ads.
