Collection is Facebook’s newly launched ad format that is designed to give users a more immersive experience and to allow advertisers to promote their products on the social network with greater ease.
How it Works
Advertisers can choose to upload a main image or video to capture viewer attention. Then underneath the main feature, 4 products available for online purchase will be displayed. If a viewer is inclined to click on the ad they will then be taken to a new page that will display up to 50 products. This is all still happening on the Facebook platform, but if the viewer decides to take the next step to actually purchase a product, they will then be routed to the advertiser’s website.
In order to get the ad started, advertisers must have the ability to upload their product catalog to Facebook. The format needed for this upload is CSV, TSV, or RSS/ATOM XML. When uploading, you can choose to have scheduled recurring uploads that will be automatically uploaded to Facebook at a set time every day, or you can do a single file upload and update it manually at a later date. With either option, the file must be in the same format.
Facebook has release other “immersive” type ad formats, including Canvas and Carousel, but Collection is the first of its kind that highlights actual products and allows users to seamlessly browse the advertisers collection of items for a real shopping experience all in the Facebook platform. To aid this format and other ad formats, Facebook is working on a new way to measure results using “outbound clicks” as a metric. This will allow advertisers to see when a viewer clicks out of the ad and is taken to the advertiser’s website.
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