How to Create a Facebook Ad Collection - Jon Loomer Digital

A collection is a new Facebook ad format for mobile devices only that features a video, slideshow or image above a group (or “collection”) ... GenericselectorsExactmatchesonlyExactmatchesonlySearchintitleSearchintitleSearchincontentSearchincontentSearchinexcerptHiddenHidden1090SHARESFacebookTwitterBufferLinkedinFacebookquietlyunveiledanewadunitthatissuretomakee-commercebrandshappy:Collection.Theadunititselflooksamazing,andit’sgreatforengagement.Settingitupisn’tnecessarilyeasy,however.Let’sjumpintoeverythingyouneedtoknowabouttheFacebookadcollection…WhatisaCollection?AcollectionisanewFacebookadformatformobiledevicesonlythatfeaturesavideo,slideshoworimageaboveagroup(or“collection”)oflinkedproductimages.Clickingoneoftheimagesleadstoaninstantlyloadeduserexperience(similartoCanvas),highlightingupto50products.Ifaproductisclickedonfromthere,theuserwillberedirectedtothatparticularproductpageonthebrandwebsiteorapplication.ThisFacebookadformatisidealfore-commercecompanies,particularlythosealreadytakingadvantageofdynamicads.CreateaProductCatalogandFeedIfyouwanttocreateacollection,youfirstneedtocreateaproductcatalog.Thisincludesastaticfileordynamicfeedoftheproductsthatyousell.Tocreateaproductcatalog,gotoyourBusinessManagersettingsandselectProductCatalogsontheleft-handside.Click“AddNewProductCatalogs”atthefarrightandselect“CreateaNewProductCatalog.”Nameyourproductcatalog,selectthetype(probably“Products”)andclick“CreateProductCatalog.”Addpeoplewhocanaccessyourproductcatalog,ifnecessary(otherwise,skipit).Thenselectthepixel(s)thatwillfire(ifany)onthepageswheretheseproductscanbepurchased.Ifyou’rerunningdynamicads(orplanto),selectingthepixelwouldbenecessary.Ifyouwillonlybeuploadingastaticfile,youcanskipthispart,too.Withthatcatalogselectedontheleft,you’llwanttoclick“AddProductFeed”atthefarright.Nameyourproductfeedandselectwhethertherewillbescheduledrecurringuploads(you’llneedtoprovideFacebookwithlogincredentialstoaccessit)orasingleupload.Forsimplicity’ssake,I’mgoingtodothesingleupload.You’llthenwanttouploadyourproductfeedinCSV,TSV,RSSXMLorATOMXMLformat.I’velinkedtosamplefeedsaboveforreference.Followingaretherequiredfieldsinyourfeed:idavailabilityconditiondescriptionimage_linklinktitlepricegtin,mpn,orbrandGTIN(GlobalTradeItemNumber)canincludeUPC,EAN,JAN,andISBN.AnMPNwouldbethenumberwhichuniquelyidentifiesaproducttoitsmanufacturer.Orsimplyindicatethebrand.Thereareotheroptionalfieldsthatyoucanuseaswell,butIwon’tgointoallofthatinthispost.Feelfreetoinvestigateithere.Let’sstepbackforamoment.Whyareweprovidingthis?ConsideritthedetailsFacebookneedstoshowcaseproductsinyourcollection.Whattypeofinfodoyouneedtodothis?Thatwouldbetheproductname(title),description,condition,availability,imagelink,linktotheproductandprice.Youmaywantyourimagesforthisfeedtobesquare(preferably1200x1200pixels).Iknowthat’sfrustratinggivenwewantourimagestootherwisebe1200x628(1.91:1aspectratio),butwhenusingproductfeedsandcarousels,theproductimagesaresquare.Notethatyourfeedwillneedtoincludeatleasteightproductstobeusedinourcollection.Gotit?Let’smoveon…CreateaCollectionNowthatyou’vecreatedaproductcatalogandfeed,you’rereadytocreateyourfirstcollection!FromPowerEditororAdsManager,you’llwanttouseeithertheConversionsorTrafficobjectivesThecampaignobjectiveistheultimategoalforyourFacebookad.Yourselectionwillimpactoptions,includingoptimizationanddelivery..We’llgowithConversions.Collectionsonlyworkonmobile(fornow,atleast),somakesuretoselectFacebookfeedsandmobileunderplacementsattheadsetAnadsetisaFacebookadsgroupingwheresettingsliketargeting,scheduling,optimization,andplacementaredetermined.level.Allothersettingsattheadsetlevelareuptoyou.Attheadlevel,selectthe“Collection”formatoption.ItisthefinaloptionafterCanvas,assumingyouhaveit(it’saroll-out!).Addanimage,videoorslideshow.Thisiswhatwillappearabovetheproducts—it’sultimatelywhatisfeaturedinyourad.Forimages,Facebookrecommendsa1.91:1aspectratioand1200x628pixels(asalways).Forvideos,Facebooksuggests1:1or16:9aspectratios.Next,you’llwanttoselectyourFacebookpageandenteraheadlineandtextforyourad.Nothingwillappearinyourpreviewyetbecauseyoustillhaven’tselectedyourproductset.Earlier,wecreatedaproductcatalogandproductfeed.Youmayalsohavecreatedproductsets(splittingupyourfeedbycategory,forexample).Ifnot,youcanstilldothathere.Selecttheproductcatalogwecreatedpreviously.Ifyoualreadyhaveaproductset,great.Selectthat.Otherwise,clickthe“+”button.Nameyourproductset,andthendeterminehowyou’regoingtoisolatetheseproducts.Youcanchoosefromthefollowing:CategoryProductTypeBrandPriceCurrentPriceProductRetailerGroupIDGenderConditionSizeAgeGroupColorMaterialPatternCustomLabelAvailabilityTheseareallpotentialfields(notallwererequired)thatyoucouldincludeinyourfeed.Imagineyourfeedcontainsthousandsofproductsacrossmanydifferentcategories,andyouwanttofocusthisadononecategoryonly.Ifeverythingissetupproperly,thepreviewwillappearontheright.Youcanchangewhichfourproductsfromyourproductsetarefeaturedinthefoursquarethumbnailsbyclicking“Change.”Selectthefourproductsyou’dprefertofeatureandclick“Confirm.”Finally,makesurethatyou’retrackingallconversionsfromyourpixel.That’sit!TheRolloutLikeeveryothernewFacebookfeature,thesethingstendtorolloutslowly.ItbeganrollingoutonMarch23,thoughit’sunclearifthatrolloutiscomplete—andifnot,whenitwillbecomplete.HowYouMightUseCollectionIfyouareane-commercebrand(ormanagingadsforane-commercebrand),thisisperfectforyou.Andifyouwerealreadyrunningdynamicads,settingtheseupwillbeapieceofcake.Whileitmaytakemoreworkforeveryoneelse,there’sreasontoputinthatextraeffort…Previously,I’vebeenhesitanttousevideotosell.Why?Becausethevideoitselfisthestar,andpeoplemaywatchthevideowithoutclickingalink.IfIwanttosellsomething,Isharealink(oruseacarouselAcarouselallowsyoutodisplaytwoormorescrollableimagesorvideosinthesamead,withtheabilitytolinkeachtoadifferentURL.).Butacollectiontellsastory.Useavideotodrawattentionatthetopandgetinitialengagement.Thentheuserseestherelatedproductsrightbelowandclicks.Aslongasyouaresellingatleasteightproducts,thereisvalueinthis.Andtechnically,youdon’tneedtouseproducts.Youcouldhavefreeopt-insaswell.YourTurnHaveyoustartedexperimentingwithcollectionsyet?Whatdoyouthink?Letmeknowinthecommentsbelow!1090SHARESFacebookTwitterBufferLinkedinNew10Tipsfrom10Years10importantlessonslearnedaboutFacebookadsduringthepast10years.Receiveaseriesof10emails,oneeveryday.FirstNameEmailYes,Iwouldliketoreceive'10Tipsfrom10Years'emailsfromJonLoomerIagree.Clickheretoviewourprivacypolicy.NewTheBasicsThefivebasicstepstosettingupasuccessfulFacebookadcampaign.Receivealinktoadifferenttipeveryday.Eachtipincludesavideoandwrittenlesson.FirstNameEmailYes,Iwouldliketoreceive'TheBasics'emailsfromJonLoomerIagree.Clickheretoviewourprivacypolicy.TrainingBundle:Tracking,Targeting,andOptimizationTrainingBundle:Tracking,Targeting,andOptimizationJonLoomerLearnhowtothriveinaneraoflesstrackingandgreaterprivacyinthismulti-focusbundle,thatincludespre-recordedvideosandaliveevent.Signup!PHCPowerHittersClubJonLoomerBOOSTyourFacebookMarketingSkillsThePHCprovidesmemberswithaccesstohundredsofadvertiserswhohavedonewhatyou’retryingtodo,haveworkedinyourindustryandwhocanpullfromvaluableexperience.ClickhereOne-on-OneOne-on-OneTrainingScheduleone-on-onetimewithJontodiscussyourFacebookadvertisingstruggles,obstacles,andstrategies.ClickHereSignuptomyNewsletterJoinmorethan100,000marketersandsubscribetomymailinglisttokeeppaceintheworldofFacebookadvertising!Yes,IwouldliketoreceiveemailsfromJonLoomerFirstName*Email*SignUpClickheretoviewourprivacypolicy.QuizLibraryHowMuchDoYouKnow??GetaccesstoaFREEFacebookadvertisingquizlibrarycoveringmorethan25topics.TaketheQuizzesVideoSeriesFacebookAdsFixesVideoSeriesGetaccesstothis20-videoseriesthatteachestheimportantfactorsthatimpactyouradsuccess.LearnMoreLatestCourse:BeyondtheBoostImproveyourconfidence,capabilities,andperformanceasaFacebookadvertiser.SIGNUPSocialLinksConnectwithme:SubscribetoJon'sNewsletterFeellikeyou'realwaysonestepbehind?JonwillkeepyouupdatedoneverythingyouneedtoknowaboutthelatestupdatesrelatedtoFacebookadvertising.SubscribeConnectwithme:Email:[email protected]©2021JonLoomerDigitalWebsitebyGlassMountains1090SHARESFacebookTwitterBufferPrintMailMe▼AboutMePodcastTools▼AdsFAQGlossaryPixelEventGeneratorSearchActivityTraining▼Tracking,Targeting,andOptimizationFBAdsandiOS14FacebookPixelBeyondTheBoostOne-on-OneCommunity▼PHCInfoMembershipFREE▼10TipsTheBasicsVideoSeriesQuizLibraryNewsletterWeusecookiestoensurethatwegiveyouthebestexperienceonourwebsite.Isthatok?OkPrivacyPolicy