Steps to Using Facebook Collection Ad Format

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Facebook Collection Ad
Facebook Collection Ad

Facebook Collection Ad Format, The name itself seems to be new for you! Yeah! This is the new feature which is specifically useful for online retailers to showcase a large selection of their products.

People who are choosing to shop via their mobiles are daily increasing with 30% of mobile shoppers claiming that video is the best way for them to discover new products. With this in mind, Facebook has recently launched a new ad feature that lets brands draw in visitors with engaging storytelling and encourage them to click buy.

Reason Behind Facebook Ad Collection

Facebook Ad Collection
Facebook Ad Collection

The mobile experience has changed how consumers discover and shop for goods, and the online world is listening. Countless retailers have developed their own mobile shopping apps while others have adopted unique mobile marketing tactics through SMS and/or social apps.

However, as promising as the growth of mobile commerce sounds, there are still major barriers preventing it from growing as quickly as it could be.

  • The mobile shopping experience is not seamless – images are improperly sized, product descriptions are hard to read, and payment information can be difficult to enter.
  • Mobile browsing speeds aren’t fast enough.
  • Compared to a desktop or laptop experience, users feel less secure when submitting payment information on their phone.

Many major companies are out to address these issues. One of which is Facebook, leading the social media pack in building better ad experiences for both its users and advertisers. Most recently, Facebook launched yet another ad format: Collection.

What is a Facebook Ad Collection?

Facebook Ad Collection
Facebook Ad Collection

The new ad format targets users on mobile devices and features a video or an image above a collection of linked product images relating to the media. If the user clicks on one of the product images, they are immediately taken to an on-site experience that shares up to 50 more products with them. From there, the user is taken to the designated product page on the brand’s site if they want to find out more information. It’s the perfect solution for e-commerce companies, particularly those that are reaping the benefits of dynamic ads.

Benefits of Using Facebook Ad Collection

Collections are ideal for e-commerce companies trying to attract new customers. In an age where connection, trust, and authenticity are key, the visual, story-centered format of the ads has the potential to be hugely successful because of they:

  • Inspire sales by sharing deeper brand stories
  • Highlight a range of products that are best fitted to the featured story
  • Explore a specific theme, whether that’s a season of goods, a targeted audience, or a sale you’re running

Similar to Canvas, this ad format can be targeted to mobile users only and gives a fast-loading, full-screen shopping experience but highlights the products within user’s Facebook app before driving them to the website to complete a purchase.

Facebook Business addresses that “Shoppers expect fast-loading, seamless and engaging shopping experiences on mobile. That’s why we created collection, an advert format that makes it easier for people to discover, browse and purchase products in a visual and immersive way.”

Features of Facebook Collection Ads

Facebook said its new lifestyle templates for Collection ads are aimed at helping print catalog marketers with “bringing the richness of their catalog creative to mobile,” and it described the new features as follows:

  • The lifestyle template enables print catalog marketers to use a full-screen template and leverage their existing creative assets, along with products from the social network.
  • Brands can tag products directly into lifestyle images to boost product discovery.
  • Retailers can help guide users to the nearest brick-and-mortar locations with store locator cards that can be added to the lifestyle template.
  • Custom audiences can be created to re-engage “high-intent consumers” who have engaged with retail catalogs on Facebook.
  • Facebook will serve product categories to users who are most likely to be interested of them, saying in an email to Social Pro Daily, “For example, if I’ve expressed interest in Facebook about backyard furniture, then I could potentially see a lifestyle template filled with deck chairs and waterproof tables from a home goods retailer.

How to Create a Collection Ad

You can create your Collection ads in the Ads Manager area on Facebook. See below for a full rundown of how to create an advert or check out Facebook’s own instruction guide.

  • Choose your ad objective: either Traffic or Conversion. If your objective is conversion, you’ll need to have the Facebook pixel installed. While the pixel is not required for the traffic objective, it is recommended so you can track traffic to your website. Read more about Facebook ad objectives to see which will align best with your business goals.
  • Choose your redirect destination: either Website or Messenger or App
  • Define your audience, budget, and schedule
  • Choose the Collection format for ad type
  • Select your main video, image or slideshow (Facebook recommends 1:1 or 16:9 aspect ratios for videos and 1,200 x 628 pixels for images)
  • Select your Facebook page
  • Provide a headline and text
  • Select your product catalog from the drop-down menu
  • Select your product set (or create one if needed). You’ll also need to link (or create) a product set, either in your catalog or when setting up your Collection ads. The minimum number of products in a set is 8 (and the maximum 50). Facebook recommends adding all the products relevant to the main display product. The higher the number of products in the product sets, the better the advert should perform. Larger product sets will also offer a better experience to the user, who will have more items to browse through. So, it’s worth making use of the full 50 products that can be added to a product set.
  • If desired, you can determine the 4 product images that will be shown alongside the feature image or video (eg. some of your best sellers). Alternatively, let Facebook’s algorithm automatically and dynamically order by the likelihood of purchase
  • To preview the ad, you can click Mobile News Feed under Ad Preview
  • If you want to see how the ad will look once people have clicked on it, select Preview under the Post Click Experience heading
  • Click the arrow/square icon and select Send Notification to Facebook. This will send the Collection format ad to your mobile via the Facebook app
  • Click Place Order to complete

How To Create A Product Catalog?

A product catalog is a container that holds all your product information you want to advertise.

Step 1: Go to your advert account, under the drop down click on all tools. The product catalog is to be found under the assets category.

How To Create A Product Catalog
How To Create A Product Catalog

Step 2: Click on the button: Create a catalog

How To Create A Product Catalog
How To Create A Product Catalog
How To Create A Product Catalog
How To Create A Product Catalog

Step 3: Name your catalog and choose the catalog category

How To Create A Product Catalog
How To Create A Product Catalog

Step 4: To upload a file of products- Add Product Feed and enter the details asked for:

  • Name your feed
  • Choose the currency
  • Upload type: Choose single upload if there are no frequent updates in the product feed or you can select scheduled recurring uploads if you have an existing product catalog.
How To Create A Product Catalog
How To Create A Product Catalog
How To Create A Product Catalog
How To Create A Product Catalog

Step 5: Once the above details have been filled, go next to upload a CSV file with the details of the product. Make sure you have the following details in the file you are going to upload:

  • ID
  • Availability
  • Condition
  • Description
  • Image_link
  • Link
  • Title
  • Price
  • Gtin
  • Mpn
  • Brand

Step 6: The upload is done and it is now to be approved by Facebook before use. Facebook asks for 24 hours to approve, though it is not a long wait.

Your product catalog is ready to use and you can proceed with creating an ad using the collection ad format.

How to Create an Ad using Collection

Create an Ad using Collection
Create an Ad using Collection
  1. Objective: Choose either conversions or traffic as your objective
  2. Set up your advert set: Create your advert set as you normally do except for the placement. Since it is only for mobile users, select placement as the newsfeed and device type as mobile only.
  3. Now choose the ad format as the collection at the advert level. Upload an image, video or a slideshow which will appear above the product. Enter all the required details such as; Facebook page, headline, text
  4. Then select the product catalog you created. You can split it into product sets to control which product appears in your ad by clicking on the + button. Among the list of filters available choose that fits for you the best.
  5. Once you have completed setting up the catalog and feeds, you can check a preview and change the default image thumbnail with the image you want to feature. The image specs of the thumbnails are to be square (suggested: 1200 x 1200 pixels).
  6. Review your order and place it.

Advantages of Having Facebook Collection Feature

Collections are a new Facebook ad format that’s particularly useful for online retailers to showcase a large selection of their products. With this format, Facebook intends to address a couple of the major mobile commerce barriers to help retailers accomplish the following:

  • Drive discovery via mobile: By pairing video or images with relevant products, consumers get the chance discover new products through an engaging experience.
  • Provide a seamless browsing experience: Directly addressing view-ability and speed issues, Collection ads provide your audience with a fast-loading, full-screen experience to view more of your products – all without leaving the Facebook app.
  • Convert sales: Viewers interested in your product can continue to purchase on your website or app.

Facebook Ads: Guidelines and Examples

Now that you understand the various Facebook campaign objectives, let’s explore the various Facebook advertising formats.

Photo Facebook ads

  • Facebook ad specs: One image plus text
  • Campaign types: All except video views
  • Facebook ad image sizes: 1200 x 628 pixels
  • Text limit: 90 characters
  • Headline text limit: 25 characters

Video Facebook ads

  • Facebook ad specs: One video plus text
  • Campaign types: All
  • Facebook ad image sizes (thumbnail): Minimum width 600 pixels; match length to video aspect ratio
  • Text limit: 90 characters
  • Headline text limit: 25 characters
  • Facebook ad dimensions: Video aspect ratio of 16:9 (full landscape) or 1:1 (square) for all objectives; other aspect ratios available for specific campaign types
  • Maximum video length: 120 minutes

Slideshow Facebook ads

  • Facebook ad specs: A video automatically created from up to 10 still images
  • Campaign types: All except post engagement and product catalog sales
  • Facebook ad image sizes: 1280 x 720 pixels
  • Text limit: 90 characters

Facebook Carousel ads

  • Facebook ad specs: Up to 10 photos or videos plus text
  • Campaign types: All except post engagement and product catalog sales
  • Facebook ad image sizes: 600 x 600 pixels
  • Text limit: 90 characters
  • Headline text limit: 40 characters (for images) or 25 characters (for video)
  • Maximum video length: Two minutes combined

Facebook Collection ads

  • Facebook ad specs: A mobile-only ad format that showcases multiple products or features
  • Campaign types: Conversions, traffic
  • Facebook ad image sizes: 1200 x 628 pixels
  • Facebook ad dimensions: Video aspect ratio of 16:9 (full landscape) or 1:1 (square)
  • Headline text limit: 25 characters
  • Maximum video length: 120 minutes

And Now Let’s Get To Work

As you’ve seen, Facebook has a very broad offering of ad types that meet every need of your business. Whenever possible, we suggest you test different ad formats and see which ones perform better for you. This will deliver the best results at the lowest cost.

For a complete overview of all Facebook ad types and specs, stay tuned with Kranthi!  Now that you have a clear idea of what you can advertise on Facebook, and get ready to bring each and every Facebook ad type to life with stunning ad designs and smart ad copy!

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