The mobile experience has changed how consumers discover and shop for goods, and the online world is listening. Countless retailers have developed their own mobile shopping apps while others have adopted unique mobile marketing tactics through SMS and/or social apps.
However, as promising as the growth of mobile commerce sounds, there are still major barriers preventing it from growing as quickly as it could.
The mobile shopping experience is not seamless - images are improperly sized, product descriptions are hard to read, and payment information can be difficult to enter.
Mobile browsing speeds aren't fast enough.
Compared to a desktop or laptop experience, users feel less secure when submitting payment information on their phone.
Many major companies are out to address these issues. One of which is Facebook, leading the social media pack in building better ad experiences for both its users and advertisers. Most recently, Facebook launched yet another ad format: Collection.
That brings us to today's topic: what is a Facebook Collection and how do you use it?
Collections are a new Facebook ad format that's particularly useful for online retailers to showcase a large selection of their products. With this format, Facebook intends to address a couple of the major mobile commerce barriers to help retailers accomplish the following:
Drive discovery via mobile: By pairing video or images with relevant products, consumers get the chance discover new products through an engaging experience.
Provide a seamless browsing experience: Directly addressing view-ability and speed issues, Collection ads provide your audience with a fast-loading, full-screen experience to view more of your products - all without leaving the Facebook app.
Convert sales: Viewers interested in your product can continue to purchase on your website or app.
Brands such as Adidas and Tommy Hilfiger have already jumped on board, choosing to use video for their Collection ads.
Adidas used Collection to drive sales for the Z.N.E Road Trip hoodie along with several complementary products. According to Facebook, the brand saw a 5.3x return on ad spend.
Tommy Hilfiger used Collection to promote its “See Now, Buy Now” launch. According to Facebook, the brand saw a 2.2x higher return on ad spend.
For Collection and Canvas, Facebook will also report the number of clicks leading people out of Facebook and onto your landing page or app, better known as outbound clicks.
Now, let's get into the details of launching a Collection. You'll need 2 things:
- An image or video
- A product catalog - we're soon launching a feature to streamline this process. However, in the meantime, you can learn how to create a product catalog here.
Step 1: Log into your Ads Manager account.
Step 2: Select Traffic or Conversions from the objectives menu and click Continue.
Step 3: Select Website or Messenger or App.
Step 4: Set your audience, budget, schedule, and then click Continue.
Step 5: Choose the Collection format.
Step 6: Select an Image, Video, or Slideshow.
- For video, use 1:1 or 16:9 aspect ratios
- For images, use 1,200x628 pixels
Step 7: Add your Facebook Page, a headline (25 characters max) and body text (90 characters max).
Step 8: Select your product catalog from the drop-down menu.
Step 9: Select your product set, or click "+" to create a new product set. Your product set should include a minimum of 8 items, all of which should be relevant to your main image, slideshow, or video. The more products in your product set, the better your ad is likely to perform.
Step 10: Select Mobile News Feed under Ad Preview to see your collection format ad.
Note: Because this feature is mobile only, you may receive a notification to remove all non-mobile placements. Click Remove Placements to continue.
Step 11: You have control over which products get featured in the News Feed section. Control the 4 product images below your video, slideshow, or image by clicking Change to select 1 - 4 images from your product set. If left to default, the 4 images will be ranked by the likelihood of purchase. Images you select won't be ranked by likelihood of purchase.
Step 12: Select Preview below Post Click Experience to see what the ad looks like after people tap on it.
Step 13: Click the box icon in the upper right corner and select Send notification to Facebook to send your Collection ad to your mobile using the Facebook app.
Step 14: Click Place Order to finish.