Facebook Launches New Ad Format "Collections"

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Facebook is constantly evolving and tweaking their products to provide a suite of tools to help advertisers accomplish their goals. Whether its building brand awareness, collecting leads, driving in-store visits, or increasing online sales conversions, Facebook has an ad objective that's right for you.

To add to that mix, they've recently added a new ad format, "Collections" which is ideal for e-commerce companies, allowing businesses to show video or images alongside their products on consumers mobile devices.

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Why Use Collections

Collections are ideal for e-commerce companies looking to increase online product sales. By pairing your products with relevant videos or imagery, you can create a more engaging experience for your customers. With an easy, seamless experience you create a simple path for your most interested customers to purchase from your website, directly from their mobile devices. According to Facebook, 30% of mobile shoppers say video is the best way to discover new products, so why not take advantage of this new ad format.

How It Works

With the new "Collections" format you can add up to 50 products that scroll underneath your video or image. "Collections" pull products dynamically from your Facebook product catalog.

New to product catalogs? Okay, let's break it down. A product catalog is a file within your Facebook Business Manager that contains a list of all your products you want to sell online. Very similar to a product listing feed within Google's Merchant Centre for PLA's.  Each line of the product catalog contains a description of each product, including an ID, name, category, availability, product URL, image URL and other product attributes. For a full step-by-step guide on how to setup your product feed, use Facebook's helpful guide HERE.

Since this format is new, advertisers have started to test it out to get a better understanding of how "Collections" ad format can impact their sales. To get started here are a few tips from the folks at Facebook:

1. Use a video or photo that tells a story to inspire sales

2. Feature products that play off the story you're telling within your video or image

3. Tie your collection to a theme, like a season, a target audience, sale or promotion

This new ad format is an exciting addition to Facebook's suite of advertising products. Give it a try and see what kind of results you get.