What Are Facebook Collection Ads? Best Practices & Examples

Collection ads on Facebook feature a cover image or video, followed by 4 product images. On Instagram, they only feature 3 product images. On ... IntroducingPostclick-thefirst"guaranteedhigheradvertisingconversion"solution LEARNMORE Products Platform InstapageOverview Integrations Security Products LandingPages Personalization Experimentation AdMap® Collaboration PageSpeed Customers Solutions ByChannel ForSearchAds ForSocialAds ForDisplayAds ByUseCase ForLeadGen ForEcommerce Plans Resources ResourcesLibrary LandingPageExamples WhatisaLandingPage? Blog Login GETSTARTED Platform InstapageOverview Integrations Security Products LandingPages Personalization Experimentation AdMap® Collaboration PageSpeed Customers ByChannel ForSearchAds ForSocialAds ForDisplayAds ByUseCase ForLeadGen ForEcommerce Plans ResourcesLibrary LandingPageExamples WhatisaLandingPage? Blog Login GETSTARTED QuickLinksWhatareFacebookCollectionAds?HowdotheyworkwithInstantExperience?AdspecsObjectivesandtemplatesBestpracticesCasestudies Peoplespendmoretimethaneverontheirphones,and20%ofthattimeisspenteitheronFacebookorInstagram.Naturally,thisishowpeoplediscovernewthings,learninformation,andmakebuyingdecisions.Asadigitalmarketer,thatmeansyoumustdeliverfast-loadingandengagingmobileexperiences. That’swhyFacebookcollectionadswerecreated—tohelpyoucapturetheattentionofmobileshoppersandmakeiteasierforthemtodiscover,browse,andpurchaseinamoreimmersiveway. WhatareFacebookcollectionads? Facebookcollectionadsareamobile-onlyformat,designedtomaximizethemobileuserexperience.AdsarefoundonbothFacebookandInstagram.Peoplewhotaponcollectionadareseamlesslytakentoafast-loading,fullscreenexperiencetobrowseorlearnmoreabouttheadoffer: Thisvisual,post-clicklandingpageispoweredbyInstantExperience,soprospectsdon’tnecessarilyhavetoleavetheFacebookorInstagramapptolearnmore: HowdoFacebookcollectionadsworkwithInstantExperience? CollectionadsandInstantExperienceworktogetherto: 1.Generateintent Collectionadsdrivediscoveryandattentionbypairingmediawithrelevantproductsforamoreengagingmobileexperience: 2.Nurtureintent Afterclickingthead,userslandonanInstantExperienceadthatinitiatesengagementandnurturesinterestandintent: 3.Harvestintent InstantExperiencesthensendprospectstoyourwebsite,post-clicklandingpage,orapp,whichhelpsconvertintentintoaction: Thisprocessisidealforretail,travel,dining,andanyotherecommercecompanywithalotofproductvisualstoshowprospects. Adspecs CollectionadsonFacebookfeatureacoverimageorvideo,followedby4productimages.OnInstagram,theyonlyfeature3productimages.Onbothplatforms,thecoverimageorvideoisthefirstmediaassetfromyourfull-screenexperience. Therearealsomanyotherspecificationsandrecommendations,includingcharacterlimitsandimagesizeforFacebookcollectionads. Designspecifications Adcopy Headline:25characters,appearingabovetheproductimages(notsupportedorvisibleonInstagram) Body:90characters,appearingabovethemaincreative Video Aspectratio:16:9or1:1 Video:H.264videocompression,highprofilepreferred,squarepixels,fixedframerate,progressivescan Audio:StereoAACaudiocompression,128kbps Image Aspectratio:1.9:1(16:9or1:1onInstagram) Size:1,200x628pixels Slideshow Aspectratio:16:9,1:1,or2:3(automaticallycropsto1:1ifeachimageisadifferentsize) Audio:StereoAACaudiocompression,128kbps Music:WAV,MP3,M4A,FLAC,OGG(Note:Youmusthavealllegalrightsnecessarytouseasonginyourad) Supportedobjectives Traffic Conversions Catalogsales Storevisits Templates InstantStorefront InstantLookbook InstantCustomerAcquisition InstantStorytelling Note:Fortheall-in-onelistofadvertisingspecsoneverymajorplatform—dimensions,fileformats,examples,andmore—refertotheInstapagedigitaladvertisingspecsguide. Howdotheobjectiveshelpdeterminewhichtemplatetouse? Tochoosethebesttemplateforyourad,youmustconsideryourobjectives.Herearesomeguidelinestohelp: InstantStorefront Thistemplateresemblesthelayoutofalifestylemagazine: UsetheInstantStorefronttemplateifyou: Haveacatalogoffourormoreproducts Wanttodisplayyourproductsinagridsopeoplecanbrowsetheminoneplace Haveonemainvideoorimagetohighlight,followedbyotherrelatedproducts Wanttodrivepeopletoyourwebsiteorapptomakeapurchase Wanttodynamicallyorganizeproductsfromyourcatalogintorelevantgroupingslike“SuggestedforYou”and“MostViewed” InstantLookbook Thistemplateisidealforfashionandotherecommercebrands: UsetheInstantLookbooktemplateifyou: Peopleseeyourproductsinaction Createadigitalversionofanexistingprintcatalog Wanttotellastrongbrandstorywhilealsoencouragingproductsales InstantCustomerAcquisition Thistemplatefunctionsasaminipost-clicklandingpagewithaclearCTAbutton: UsetheInstantCustomerAcquisitiontemplateifyou: Wanttodriveconversionsonyourmobilepost-clicklandingpage Wantpeopletotakeaspecificactiononyourwebsite Havehigh-qualityimagesorvideosthathighlightyouroffers InstantStorytelling Thistemplatefocusesonvideo: Usethistemplateifyou: Wanttogivepeopleanengagingwaytoexploreyourbusiness Haveinterestingimagesorvideosthattellastrongbrandstory Wanttoencouragepeopletolearnmoreonyourwebsiteorapp Collectionadsbestpractices 1.Choosefeaturedproductswisely IntheProductsectionofsetup,youdecidehowthe4productimageswillshowonyourad:dynamicallyorinaspecificorder.Byselecting“Orderdynamically,”youenableFacebooktochoose4productsfromyourcatalogandproductset,anddisplaythembasedonpopularityorlikelihoodofpurchase: Youneedatleast4productsinyoursettocreateacollectionad,butit’srecommendedtouseamuchlargerproductset(50+),incaseproductsgooutofstock. “Chooseaspecificorder”allowsyoutoselect4specificimagesfromyourproductset,byenteringthenames,productIDs,colorvariation,etc.oftheproductsyouwanttoadd: Selectedproductimagesaren’trankedbylikelihoodofpurchaseinthiscase,butrather,theorderyouselectthem.Facebookrecommendschoosingavarietyofproductstoappealtomoreviewers. 2.Selectthebestcovervisual Covervideostypicallygenerateupto20%betterinteractionratesoncollectionadsthancoverimages.Ifyourcompanydoesn’thaveanyvideoassets,youcanturnmultipleimagesintoanauto-playingslideshowofimages,whichperformsjustaswell. It’salsoagoodideatouseimagesandvideoswithpeopleusingtheproduct,asthesehavebeenfoundtoresultin3-5%higherclick-throughratesovertime. 3.Focusonretargeting Althoughcollectionadshavegreatconversionrates,noteveryonewillclickthroughtoyoursite.However,youcanspecificallyretargettheseindividualsbycreatingcustomaudiences,andremindingthemwhytheywantedtosolveaproblemwithyourproductorserviceinthefirstplace. 4.Drivetrafficwithexternallinks Afterclickingtheadandopeningthefull-screenInstantExperience,userscangotootherpages(aproductpage,salespage,post-clicklandingpage,etc.)byaddingaCTAandexternallinktoyourcampaign. SmileDirectClubhastheircampaignsetupperfectly,withthecollectionadfirst: ThentheInstantExperiencewithaCTAbutton: Andfinallyaleadcapturepagethatoffersafreesmileassessment: Keepinmind,whenyouaddalinktoyourad,besuretoincludeaURLparametersoyoucanidentifywhereyouradtrafficiscomingfrom. 5.Continuallytestyourads AlwaysA/Btestadelements,including: Headlines Offers Adcopy Covervisuals Productimages Whilebestpracticesarehelpful,theydon’tguaranteedesiredresults.BesuretocontinuallytestandoptimizeyouradsandtheirvariouselementsforthehighestpossibleROI. Casestudies Collectionadscanbenefitmanyindustriesbecauseaslongasacompanyhasproductvisualstoshow,thisadformatworks.ThesethreebrandsareprimeFacebookcollectionadsexamples: 1.DollarShaveClub Toreachnewaudiencesanddrivemembersignups,DollarShaveClubrepurposedsomeoftheirexistingadcreativetargetingUSmenaged18-65: Onceclicked,theyenteredaninteractiveandengagingfull-screenInstantExperience. Usingthesamecreative,DollarShaveClubtestedandcomparedthecollectionadcampaignagainstitstraditionallinkads.FromMay15–30,2017thetestresultedin: 1.5Xincreaseinnewsubscriptions 30%decreaseincostpersubscription 1.6millionpeoplereached 2.GameStop Hopingtoincreaseonlineandin-storeproductsalesduringthebusyholidayshoppingseason,GameStopwantedtograbshoppers’attentionandpromotemultiplegameproducts.Theyranaseriesofsixengagingcollectionadsthatfocusedonthecompany’sholiday“GameDaysSale.”Eachadincludedfourproductimagesshowcasingvariousgamesandconsoles,withthemessaging,“Upto50%offthebiggestgamesoftheyear:” GameStoptargetedtheadstoaCustomAudienceofPowerUpRewardsmembersintheUSandalookalikeaudiencewithcharacteristicssimilartorewardsprogrammembers.Onceclicked,peoplewenttoaproductpageforadditionalinformation. Theresultsofthisholidaycampaign(December17–24,2017)showed: 7.5XincreaseinincrementalROAS 4%incrementalliftinconversions 6%incrementalliftinsales 3.AdoreMe Afterayear-longhiatusfromFacebookadvertising,AdoreMereturnedwitharevampedstrategytousethecollectionadformattoshowcaseitsswimwearandincreaseonlinesalesofits2017collection. Thecompanyusedalifestylecoverimageofawomaninacolorfulbikini,andthumbnailsofsimilarimages,highlightingvariouspiecesfromthebrand’sspringandsummerline: Whenclicked,theadsentprospectstotheonlineswimwearcategorypageonthebrand’swebsite.Thecampaigngeneratedmoresalesatalowercostthanexpected.BetweenMarch–April2017,thecampaignachieved: 20%increaseinwebsiteconversionrate 32%lowerCPAthangoal 23%oftotalpurchasesresultedfromthecollectionad Completeyouradsetwithmoreoptions FacebookCollectionAdscomplementanydigitalmarketersadvertisingstrategybyofferinganengagingadformatthatextendsintoafull-screen,interactiveexperience.CreatethemostoptimizedcollectionadbyreferringtotheInstapagedigitaladvertisingspecsguideforthemostuptodateadspecsandtargetingoptions. GetVisualExamplesofAllMajorAdFormatsonGoogle,Facebook,LinkedIn,andMore. Reviewadspecs,learnbestpractices&seeexamples.Allinoneplace. IWANTTHEGUIDE by StephanieMialki StephanieMialkiisaContentWriterforInstapage.SheisagraduateofSt.BonaventureUniversitywithaBachelor’sdegreeinJournalismandMassCommunication. Readytoturnmoreadclicksintoconversions? Trytheworldsmostadvancedlandingpageplatformtoday.Scheduleaproductdemotolearnmore. GET STARTED SubscribetotheInstapageBlog Getthelatesttrends,tactics,andthoughtleadershipforadvertisingconversionandpost-clickautomation. Youwillonlyreceivequalitycontent. SUBSCRIBEME Weusecookiestogiveyouthebestexperienceonourwebsite,deliverourservices,personalizecontent,andtoanalyzetraffic.Bycontinuingtouseourwebsiteyouagreetoallowouruseofcookies.ToknowmorepleaserefertoourCookiePolicy. Gotit close