Till 3/23, there are already about 50% ad accounts, which have set up product catalogs, are able to use the new ad format: Collection. Facebook also share the success stories of Adidas and Tommy Hilfiger on its official channel. The former brand gained a 5.3x return on ad spend, and the later on saw a 2.2x return of ad spend, which mean that there is a strong possibility that the e-commerce advertisers will earn more sales through this new ad format.
The purpose of this new ad format is to improve page load speed and user experience for preventing customers from leaving the website before they got more detail information of the products or purchase products on e-commerce website. If you have used Canvas ads before, you might feel familiar with the Collection ad format. Immediately below, we introduce you the ad appearance, creation flow, and design recommendation of Collection ads.
1. The appearance
You can find the appearance of Collection ads on the left screen of the picture. On the upper side, there is a landscape creative, and there are 4 square pictures showing products from product catalog below the landscape creative. ( If you are not sure about what product catalog means, please move to the article introducing the Dynamic Product ads. ) When the user click on the ad, Facebook will bring the user to a microsite which is similar to canvas. The microsite can showcase up to 50 products from your product catalog at a time. As the picture shows, the products will be displayed in two rolls. After the user clicks on the product shown in the microsite, he will leave from Facebook and move to your real website in Facebook app browser. It should be note that the Collection ads can only be delivered and displayed perfectly on mobile newsfeed, which is same as Canvas ads.
2. Ad creation flow
Before create the collection ads, your Facebook business management platform should own product catalog first. If you don’t have any product catalog, the Collection ad cannot be created because that is an essential element for it.
So far, Collection can only be applied under 2 campaign objectives : Traffic and Conversion. If you choose these two objectives, then your may find the option of Collection ad format at the ad level.
After select Collection ad format, you just have to upload ad creative, choose a fan page, and set ad copy as usual. The only different thing to do is to input your product catalog.
3. Design recommendation
You can use a single photo, a standard video, or a slideshow video as your ad creative.
Image Size: 1,200 x 628 pixels recommended
Image Ratio: 1.9:1
Headline: 25 characters recommended
Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
Audio: Stereo AAC audio compression, 128kbps + preferred
Headline: 25 characters recommended
Video Aspect Ratio: 16:9 or 1:1
Length: 120 minutes max
Thumbnail image ratio: Should match the aspect ratio of your video.
Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)
File size: up to 4GB
Frames: 30fps max
Bitrate: No limit to bitrate file if you’re using two pass encoding, as long as long as your file doesn’t exceed 4 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.
Recommended News Feed image size: 1,280 x 720 pixels
News Feed image ratio: 16:9 (max 4:3) or 1:1
Text: 90 characters (longer posts may be truncated on small screens)
Hope that this article did help you learn more detail of the Collection ad format. For remind, most Facebook Ads Updated functions don’t open to all ad accounts at the releasing time. Instead, it is gradually opened. As a result, your ad account may not able to use the new function at this point.
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Source : Facebook Business、Facebook Help Center
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