To create a Collection Ad on Facebook, go to the Ads Manager, create a new ad campaign with the "Traffic" or "Conversions" objective, select the "Collection" format, and add the images or videos from your product catalog.
What Is a Collection Ad?
A Collection Ad is an ad format offered by Facebook that allows businesses to showcase a product catalog to their audience. This ad format combines a main image or video with a grid of associated products below it, making it easy for users to browse the product selection offered.
When a user clicks on a product, they are taken to a specific landing page where they can purchase the product directly. Collection Ads are an excellent way for brands to promote their product catalog on Facebook and drive online sales. On this point, and as part of a broader effort to improve conversion tracking on Meta, we recommend installing the Facebook Conversions API.
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How to Create a Collection Ad on Facebook Ads
Create a New Ad Campaign
To get started, go to your Facebook Ads account and click the "Create" button to start a new ad campaign. Choose the campaign objective that best suits your advertising needs, then click "Continue."
Select the Collection Ad Format
In the "Ad Formats" section, select "Collection" as the format type. Then give your Collection Ad a name and add a headline for your ad. We recommend maintaining a clear naming convention across your entire Business Manager to make reading your campaign performance easier.
Choose Your Images or Videos
The next step is to add the cover image or video you want to include in your Collection Ad. You then have the option to add a dynamic selection from your catalog or manually choose from 2 to 10 images (with optional custom URLs for each). Make sure images or videos are high quality and present your products or services in the best light.
Add Your Products or Services
Once you've added your cover image or video, select your catalog (or a subcatalog if applicable) to dynamically display your products. In the "Instant Experience" tab, click "Create" then "Storefront." Here you'll be able to select your products.
Customize Your Collection Ad Layout
After adding your products or services, you can customize the layout of your Collection Ad. Choose from different layout templates for your ad depending on how many products you want to display and your preferred arrangement.
Add a Call to Action
Finally, add a call to action to encourage your audience to click on your ad. Call-to-action options include "Shop Now," "Learn More," and "Sign Up." Choose the one that best fits your advertising objectives.
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Format Benefits
Collection Ads offer many advantages over other Facebook Ads formats, including:
- Better user experience: With Collection Ads, users can browse multiple products or services in a single click, creating an immersive and engaging experience. This can lead to higher conversion rates and better user retention. For instance, you could incorporate a Collection Ad into an Advantage Shopping+ campaign to dynamically promote models from your latest collection.
- High visibility: Collection Ads give your products or services high visibility by presenting them in a single, eye-catching ad. This can help capture your target audience's attention and spark interest in your brand.
- Better ad budget optimization: Since Collection Ads feature multiple products or services in a single ad, you can optimize your ad budget by reaching a larger audience without having to create multiple separate ads.
- Leveraging the Facebook algorithm: By using this format, Meta can A/B test all of your products and services through your ads to highlight the best-performing ones.
Technical Specifications
Content:
- Headline: 25 characters (this text appears above your product or service images)
- Primary text: No character limit
Video: 16:9 or 1:1
Image: 16:9 or 1:1
Supported objectives:
- Traffic
- Conversions
Available templates:
- Storefront
- Lookbook
- Customer Acquisition
- AR Experience
- Custom Instant Experience
Which Collection Ad Template Should You Choose Based on Your Objective?
There are several Collection Ad templates available on Facebook, each designed to achieve a specific advertising objective:
- Instant Storefront: highlights a product catalog in an interactive virtual storefront.
- Instant Lookbook: uses images to present a set of products with zoom and scroll features.
- Instant Customer Acquisition: allows you to showcase a single product or a series of products while collecting customer information.
The choice of template depends on the advertiser's campaign objective. For example, if the goal is to showcase a broad product range, the Instant Storefront template would be the most suitable. If the goal is to tell a story around a product, the Instant Storytelling template would be more appropriate. It's important to choose the template that best fits the advertiser's objective to maximize the impact of the ad campaign.
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Conclusion
In summary, Collection Ads offer an immersive user experience, high visibility for your products or services, better ad budget optimization, and in-depth performance analysis. This makes them an interesting advertising option worth exploring for brands looking to maximize the impact of their Facebook Ads campaigns.
Want expert guidance on your digital marketing strategy? Feel free to reach out!
FAQ
Q: What is the recommended size for images and videos in a Collection Ad on Facebook Ads?
A: The recommended size for images and videos is 16:9 or 1:1 for Facebook and Instagram.
Q: Are Collection Ads compatible with all Facebook Ads campaign objectives?
A: No, Collection Ads are not compatible with all Facebook campaign objectives.
Q: What are the different formats available for Collection Ads on Facebook?
A: Available formats include images, videos, slideshows, and Instant Experiences.
Q: Can you use multiple Collection Ad templates for the same ad campaign?
A: Yes, it is possible to use multiple Collection Ad templates for the same ad campaign. You'll simply need to create separate ads.
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