It is a format that advertisers such as Adidas or Tommy Hilfiger but since a few days it is available to all advertisers who have an associated product catalog.
What is Facebook Collection and how does it work?
The new Facebook Collection It is a format very similar to which also allows the incorporation of the product catalog as one of its elements.
The difference in this case is that 4 products appear at the bottom of the newsfeed ad (which can select the brands manually)
In the microsite that opens the video or image appears permanently on top that we have chosen for the advertisement and the selection of products from the set of products that we have selected.
This allows us, for example, to make a Collection ad with a set of promotional products.
The combination of video with a catalog facilitates the shopping experience, It makes it much more visual and dynamic.
Advantages of using Facebook Collections
The new Facebook Collections is about a 100% sales-oriented format. For now, the option to generate an audience directly from this format is not available, as Canvas does, but if we track the urls with an external tracking tool or with analytics utms we can make personalized audiences and use them as an inclusion and exclusion in other campaigns
For example we could make a Collection announcing shoes and once the user has purchased, show him another Collection of cross sellingshowing her bags that match those shoes.
The key to advertising on Facebook is that it allows us, within a single platform, combine many different formats and we must take advantage of it by making sequential advertising that allows us to accompany the user throughout the conversion funnel.
As the social network itself has explained, Adidas used the Facebook Collection format to boost sales of its new ZNE Road Trip sweatshirt and complementary products, and achieved a 5.3x return on ad spend.
“With this new format we have everything we need to present a new product and boost sales. We used the collection format to show a video in which we highlighted the technical characteristics of the ZNE Road Trip sweatshirt. People who tapped the ad were instantly directed to a full-screen shopping experience that included Adidas accessories to match the sweatshirt. With this ad format we have some extraordinary cross-selling options. We will certainly use it again to discover new ways to drive and increase sales.” (rebecca wattssenior performance marketing specialist at Adidas)
Without a doubt, Facebook Collection will help increase advertisers’ sales because it has all the components for it: Social video, 100% mobile and immersive shopping experience.
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