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facebook collection ads

How Facebook Collection Ads Will Improve Purchase Experience

In exciting news for March, Facebook have announced a new ad format! Launched on March 24th, Facebook Collection ads are a new and improved way for retailers to promote their products.

Combining features of standard and Carousel ads, the Facebook Collection ads allow retailers to publish an image of their main product, along with a row (or carousel) of four additional items below.

As explained on Facebook’s Business blog, the new ads seek to make mobile-shopping experiences more seamless for buyers, whilst also assisting Marketers with ‘better ways to visually inspire mobile shoppers.’ Considering the role that mobile loading speeds play in the conversion process, it’s essential that advertisers utilise ad formats that make a buyer’s purchasing experience as user-friendly as possible!

Facebook Collection Ads

Source: Facebook Business

How Do They Work?

When a user clicks on the main ad, they will then be taken to a new page (within Facebook) featuring up to 50 of the advertisers products. From there, any additional clicks will take the user directly to the item on the retailer’s website, where they can continue their purchasing journey.

The Results

Although only recently launched, Facebook Business have noted that their Collection ads are already proving their worth with large companies such as Adidas (who’ve seen a 5.3x return on ad spend) and Tommy Hilfiger (who experienced 2.2x higher return on ad spend).

“This new ad format has everything we need to introduce a new product and drive sales. We used collection to showcase a video highlighting the technical features of the Z.N.E. Road Trip Hoodie. People who tapped on the ad were instantly taken to a full-screen shopping experience that included complementary Adidas products to complete the look. Collection has outstanding cross-selling capabilities, and we’ll certainly explore this new format again to inspire and increase sales.”

—Rebecca Watts, Performance Marketing Senior Specialist at Adidas (via Facebook Business).

When Can I Start Using It?

Good news—Facebook Collection ads have already started rolling out globally! Additionally, Facebook have also announced future plans to provide greater insight into the performance of their ad formats (such as collection and Canvas), by rolling out new outbound click metrics over the coming weeks. This will allow marketers to get a more accurate picture of users’ buying habits, and how many clicks are leading them off Facebook’s platform.

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