Collection advertising is a method to reach many target customers and quickly increase sales by focusing on improving user experience on Facebook. However, is this type of advertising suitable for all businesses? In today’s article, let’s learn about this form of advertising and how to use collection ads on Facebook effectively!
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What is collection advertising on Facebook?
It is an ad format that has a high conversion rate from users discovering products to making purchases. It includes video, larger cover photo paired with a smaller set of products from the product group within the category. This is a great tool for marketers to drive user action and increase engagement with the website or app.
This form of advertising is only for mobile devices and it is designed to optimize the mobile user experience. Ads will show in locations on both Facebook and Instagram. Customers who click on a collection ad will be taken to the product catalog to browse products and purchase offers.
You can use this type of ad for many different purposes such as increasing product discoverability, providing a seamless customer experience, and increasing sales, businesses can promote and introduce their products or brands uniquely and attractively, or retarget Facebook users who have visited your business’s website and shown interest in your products or services.
Deliver an immersive mobile shopping experience designed to engage and engage potential customers. These ads combine video content, images, and engaging product catalogs, allowing users to find their favorite items in the ad’s collection without leaving Facebook.
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Popular types of collection ads on Facebook
When it comes to collection ads, there are two main types: instant storefront and instant experience.
In which, advertising on the storefront means having the ability to display the product catalog on the full screen. When users click on the ad, they will be redirected to a rich, fast-loading shopping experience. Customers can explore your business’s products and make purchases.
For Instant Experience ads, businesses will add context or tell a story to their products to provide an interactive multimedia experience for target customers. These types of ads can be easily customized with formats including images, videos, carousels,… helping businesses create attractive stories to increase interaction levels and brand coverage.
How collection ads work on Facebook?
Before discovering how to use collection ads on Facebook effectively, let’s learn about the operating mechanism of this type of ad!
First, Facebook’s algorithm will collect customers’ wants and needs. Businesses promote collections to drive discovery and attention by combining images, videos, and related products to provide a more engaging mobile shopping and discovery experience.
Once users click on the ad, they will be taken to an Instant Experience to increase engagement and nurture interest. Next, customers will be redirected to your website, landing page, or app and converted into a purchase.
How to create collection ads on Facebook?
To run ads with collection format on Facebook, you need to prepare the following materials: advertising account, Visa/Mastercard, Fanpage and Landing Page. If you want to camp easily and effectively, you need a quality, spent Facebook Ads account. Rent a stable, high-trust Facebook Ads Agency account with the best fees on the market and many attractive incentives from Optimal.
As a senior partner of Facebook with many years of experience in the field of advertising account rental, with massive advertising resources and a team of highly specialized Facebook Ads experts, every advertising account is carefully censored before being issued to customers, so you can be completely assured of the quality. Camp approval guaranteed, strong spending, ads approved quickly, best bids, accounts rarely locked.
Optimal’s team of experts will always accompany and support you 24/7 throughout the advertising account rental process. Set up an account, cloak black hat links for free, advise on how to create quality content and support effective advertising optimization, support new Fanpage levels with extremely preferential fees, and handle issues related to disabled accounts due to policy violations. For details about the service and to receive the best quote, contact hotline: +84 819004282.
In addition, you need to prepare additional cover photos and videos for the ad. At the same time, at least 4 product photos or products from the catalog are needed to campaign on different ad placements. After preparing all the ingredients, you can use collection ads on Facebook with all the following steps:
Go to Ads Manager, select +Create to create a new campaign, name the campaign, and select an advertising objective that supports Collection ad formats (awareness, traffic, engagement, leads, or sales) then tap Continue.
Next, you need to set up the campaign details, A/B testing, and campaign budget optimization information if required and click Next. Then choose where people will interact with your ad, whether it’s a website or an app.
Next, set the ad group elements: budget, target audience, ad display location, and then click Continue. In the Identity section, add your Facebook page. In the Ad Settings section, select Collection. Now, select an existing template or search for an existing Instant Experience in Customize Instant Experience or create a custom template.
After choosing how to introduce the product in the Advertising section, add the main text, title, and landing page link. Next, select the preview option in the Ad Preview window to see how the collection will appear on Facebook. Then click Send to notify Facebook. Once you’ve completed your ad, add your information in the Tracking section. Finally, click Publish to publish your collection ad.
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How to use Facebook collection ads efficiently?
Choose suitable featured products
When setting up Featured Products, you need to decide the order in which the 4 product images will be displayed in the ad, either in a specific order or automatically. If you select “Flexible ordering”, it will allow Facebook to select 4 products from the product set and category. Accordingly, products will be displayed based on purchase likelihood or popularity.
To create a collection ad, you need to select at least 4 products in the product category, but you should use a much larger product set, specifically 50 products when some products are out of stock.
If you select “Select a specific order”, it allows you to select 4 images from the product set. By entering the product ID, the product’s name and color variation are added. The selected product image is then ranked not by purchase likelihood but by order and it is selected during setup.
Identify target audience
By analyzing Facebook Pixel and Insights, you can identify the audiences who have interacted with your collection ad campaigns. Next, you can target your audience based on the following criteria: location, demographics, interests, and age through the detailed information created.
Use the best cover photo
Covering videos typically drives 20% more engagement for collection ads than cover photos. If your business doesn’t have quality video content, you can turn unique images into auto-playing image slideshows.
You should also use images and videos of people using the product. Because this will help ads get a 3 – 5% higher click rate. This is one of the effective ways to use Facebook collection ads.
Focus on retargeting
By setting up a retargeting campaign by creating a custom audience of potential customers who have visited your business’s website and are likely to purchase products or services, they will see collection ads. From there, they will be reminded to purchase the previously unfinished business.
Increase web traffic with external links
After a potential customer clicks the ad opens a full-screen Instant Experience. They will be directed to other pages (product pages, sales pages, landing pages,…) via calls to action (CTA) or external links embedded in the campaign.
If you want to know where your Facebook collection ad traffic is coming from. Add link parameters (URLs) to determine the corresponding traffic from different ad campaigns.
Pay attention to campaign tracking
The main purpose of creating a collection ad campaign is to get conversions. Therefore, during the process of running ads, you must regularly check the performance of the ads. Depending on how your collection ad campaign is performing, you may want to switch ad placements if you’re not seeing the results you expect.
A/B testing
To track and evaluate the effectiveness of your collection advertising campaign, perform A/B testing before publishing your ad. Based on Facebook’s terms of use, you can choose two or more ad variations for a specific period and start testing. With the help of testing tools, you can evaluate and choose the right type of advertising for your brand and the conversions achieved.
With the sharing above, you now know how to use collection ads on Facebook. Hopefully, the information will be useful for you to deploy a successful Facebook Collection Ads campaign!
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Frequently asked questions
A business can add a minimum of 4 and a maximum of 50 items to their Facebook collection ads. The more products you add, the easier Facebook’s distribution algorithm will work.
This type of ad is mobile-only and optimized for the platform, incorporating an instant experience by default. When customers click on the collection ad, they will be redirected to a new page with an interface like a convenient mini online store.
Include a cover photo or video followed by product images and detailed information, especially below each photo below are product images in the Facebook store. If you want to run collection ads, you need to create a Facebook store. Next, post the product to the store and group related products into one category.
