Did you know that 30% of mobile shoppers see video as the best way to discover new products?

The question is, how do you deliver incredible video content to your audience, in a format that suits both desktop and mobile browsing?

Fortunately, Facebook might have you covered. Facebook Collection ads are some of the most popular additions to the range of promotional formats available from Facebook today. They allow your audience to interact more intimately with your brand when they come across a piece of advertorial content on Facebook from their phones.

With Facebook Collection ads, you can encourage your customers to move quickly from the discovery phase of their buyer journey, through to the “purchase” phase, within a matter of moments.

Let’s find out how you can use Collection Ads to your advantage.

What are Facebook Collection Ads?

First things first, let’s take a quick glimpse at the Collection ad format.

A Facebook Collection ad is a combination of a Canvas ad and a Carousel ad.

With a Collection Ad, you can showcase a range of products at once in a visual format, using multiple images or videos. Consumers have the option to click through to any image or video they like, to see a product page in full-screen mode.

Facebook Collection Ads

With each Collection Ad, you’ll have a primary video or image, as well as four smaller accompanying images or videos that appear below the main content in a grid. The whole interaction is powered by “Instant Experience” (something that we’ll come back to in a minute.”.

Some of the benefits of Facebook Collection Ads include:

  • They’re a quick and immersive way to showcase your products: These ads focus on showing off your products, not promoting a random piece of content or material.
  • They’re visually compelling: Taking advantage of the Instant Experience environment means that you have a fantastic way to interact with your audience on a visual level.
  • They’re mobile-friendly: The Facebook Collection ad format is tailor-made to support mobile users. It’s an intuitive experience that’s easy to wipe or scroll through. Now that mobile ad spending is on the rise, it makes sense to invest more on Collections.

Who Should Use Facebook Collection Ads?

The Facebook Collection Ad focus on product photos, and mobile users means that it’s perfect for your brand if you’re running a promotional campaign for a new range of products. It could also be an excellent opportunity for you if you’re launching a special promotion.

With Facebook Collection Ads, you can:

  • Share inspiring brand stories with your audience
  • Highlight a unique range of products
  • Explore a specific theme
  • Draw attention to a sale

The Adore Me brand used a Facebook Collection Ad to draw attention to some top-selling pieces in their new swimsuit collection:

Within a month, the campaign generated a 20% increase in website conversion rates, a 32% lower CPA than expected, and a 23% rise in total purchases created by the ad.

Facebook Collection Ads also give you the opportunity to spice up your Facebook promotion strategy with a new method of interacting with your target audience. Using multiple different ad formats is a great way to find out which campaigns work best for you when it comes to driving conversions.

Quick Ideas for Facebook Collection Ads

Not sure how to make the most of your Facebook Collection ad?

No problem, we’ve got a few ideas to help you out:

  • Remarketing campaigns: Businesses can achieve excellent conversions by remarketing through Facebook ads – because they’re so great at targeting the right audience. Collection ads allow you to use dynamic content, eye-catching imagery, and relevant products to win-over would-be buyers who are still on the fence.
  • User-generated content: If you’re looking for a quick and easy way to improve your brand reputation, collection ads could be a great choice. Use this format to showcase customer photos and testimonials, and you’ll boost your social proof in no time. Consumers love seeing products presented in an authentic and relatable way. The Collection ads format is a great way to capture attention with relevant information.
  • Visual-first campaigns: If you already have a lot of great visual creative that you want to share with your audience, Collection Ads are a wonderful way to do that. You can take advantage of the Instant Experience solution to let your customers learn more about your products, services, and brand. Just make sure that your content is as beautiful as it can be.

How to Create a Facebook Collection Ad

To create a Facebook Collection Ad, all you need to do is go to your Ads Manager section on Facebook, and click on the “Conversions” or “Traffic” options as an objective for your promotion:

When Facebook pushes you through to the next page, you’ll have an option to decide whether you want your ad to link through to a website, app, or your Facebook Messenger when people click on it.

Create a Facebook Collection Ad

Remember, there are a few crucial things you’ll need for any Collection ad:

  • Pictures or videos for your ad creative: Your Collection ad relies on high-quality images or videos to capture your audience’s attention. Don’t skimp on the resolution for your content, and make sure that the images you choose are ready to catch your customer’s eye.
  • Ad copy: You’ll be able to include some basic ad copy with your collection ad, which consists of an eye-catching headline. Make sure that any text you add is short and sweet. Pull as much attention to the value of clicking on your ad as possible.
  • An end-goal: It’s essential to know where you want your visitors to end up when they click on your collection ad, and what you want them to do next. Do you want them to land on your product page and make a purchase, or visit your Messenger and send you a request for a quote?

Choosing your Collection Ad Template

Once you’ve got the basics ironed out for your Facebook Collection ad, you’ll need to choose the format that you want your content to appear in. There are a number of options available today, and each of them come with their own unique benefits. For instance:

Choosing your Collection Ad Template.png

  • The Instant Storefront: This is the best template to use when you have a catalog of four or more products that you want to share. You’ll be able to display your products in a grid using Facebook Instant Experience, so people can browse through whatever you have to offer in one place. You’ll also be able to dynamically organize products from your catalog using this option with “Most Viewed” and “Suggested” features.
  • The Instant Lookbook: This template is best for when you want people to see what your products look like in action. It’s a digital version of your existing print catalog, and it’s great for sharing a great story about your brand or organization.
  • Instant Customer Acquisition: This is the template that Facebook recommends using if you want to drive conversions from a mobile landing page. If you have high-quality videos and images to show off your content, then this is an excellent choice for you.
  • Instant Storytelling: The Instant Storytelling template gives your customers a unique and engaging way to explore your business. You’ll need to use your images to tell a story about your product or provide information about your brand.

Facebook Collection Ads: Tech Specs

Facebook Collection ads combined with the “Instant Experience” solution from Facebook allow you to quickly generate and manage intent from your target audience.

Your Collection creative drive discovery and attention by pairing content with relevant media, in an environment that your customer is already familiar with. Once your user clicks on your ad, they’ll land on an Instant Experience page that initiates engagement and nurtures interest. Additionally, Instant Experience automatically sends your prospects to wherever you want them to be, from a website to a landing page or ad so that you can convert intent into action.

Each Collection ad on Facebook will feature a cover video or image, followed by four product images. On Instagram, the same ad format only features 3 product images. Here are the specs you’ll need to know to create your content:

  • Headline: 25 characters
  • Body text: 90 characters
  • Video aspect ratio: 1:1 or 16:9
  • Video tech specs: H.264 compression, square pixel, Stereo audio
  • Image aspect ratio: 1:9:1
  • Image size: 1,200 x 628 pixels

Top Tips for Facebook Collection Ads

At this point, you might be almost ready to dive into using Facebook Collection Ads for yourself.

However, before you start investing in this new creative, make sure that you know how to use your promotions to your advantage. There are some crucial best practices that you can follow to enhance the appeal of your collection content. For instance:

1. Choose your featured products carefully

It’s essential to choose the products that you want to showcase in your Collections ad carefully. One excellent option is to ask Facebook to order your images dynamically. This allows the Facebook algorithm to choose products from your catalog based on what the customer in question has already seen.

To boost your chances of a more engaging and dynamic Collection ad, make sure that you upload as many high-quality pictures into your catalog as possible. Although you’ll need at least 4 images to get started, it makes sense to pick a product set of at least 50 if possible. You’ll also be able to choose a specific order for your images if you want to show everyone the same content.

2. Select the right cover visual

Your cover visual is the thing that appears in the bigger image or video at the top of your Collection ad. You’ll need to choose this very carefully, as it’s the material that you’re relying on to earn your audience’s attention and convince them to click on your content. Cover videos are typically better at converting than cover images. If you don’t have any video assets, remember that you can always transform multiple photos into an automatically playing slideshow of photos instead.

For the best results, stick to videos and images that include people actually using your product or services. Statistics suggest that this kind of content leads to 3-5% higher click-through rates over time.

3. Drive traffic with the right links

Remember, once someone clicks on your add to open the full-screen Instant Experience offered by Facebook, you’ll be able to direct them to other pages. This will include product pages, sales pages, landing pages, and more. Adding a CTA to your campaign can help you to gather some useful traffic for your business in the long-term.

Make sure you choose your link carefully. If you want to encourage people to buy something from your latest collection, send them to a landing page where they can learn more about those products, rather than just including a link to your home page.

4. Keep Testing and Optimizing

Finally, just like with any Facebook ad strategy, it’s important to keep A/B testing your collection campaigns to make sure that you have the best impact that you can. Look at the quality of your headlines, offers, ad copy, and cover visuals, by testing slightly different versions of your ads over time. This will help you to invest your money into the kind of ads that deliver the best ROI.

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Time to Invest in Facebook Collection Ads?

Facebook Collection Ads are just one of the many tools you can use to transform your social media advertising strategies. As one of the best ways to capture audience attention when you’re interacting with customers on their mobiles, Facebook Collection ads give you the power to reach your audience where they spend most of their time.

Of course, just like most marketing strategies, you’ll need to make sure that you have the right strategy in place to get the most out of this format. Have a go at using our tips above, and let us know how you feel about the Facebook Collection ad format in the comments below.

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