From the Lab: Facebook Collection Advertisments

Social and search are two things that arguably change more than the weather. Unless you live in it every day, and even if you do, there are updates you may have missed. Why is that important? Because you or your client’s competitors might be utilizing these updates and capitalizing while you’re blissfully unaware that they have an edge. That being said, here’s one you may have missed.

FACEBOOK COLLECTION ADVERTISEMENTS

Facebook Collection Advertisements

WHAT IS IT?

It’s an ad type for Facebook that allows you to promote an image or video along with 4 visible products. You’re allowed to include up to 50 products total, but only 4 will show in the advertisement along with image or video.

When someone clicks on your ad, they’re led to an interstitial browsing environment that can be housed on Facebook or a platform of your choosing to look at all of the included products. Not only does this create a seamless experience for the user, but it keeps semi-interested users off your website, decreasing bounce rate and keeping high and mid-funnel users out of your retargeting audiences.

If a user then clicks on a specific product in the browsing environment, they’re automatically taken to the associated eCommerce product page where they can buy. Think of Facebook Collection Advertisements like carousel ads on steroids.

WHY THEY’RE VALUABLE?

Tyler Olson

There are few reasons why. First off, it’s a great way to showcase products that can be purchased online, especially for new product lines, bundles, and holiday campaigns. Secondly, it works great for product lines that require a bit of education because you can educate users with a video and then provide an easy avenue to browse.

So far, our tests with this ad type have been extremely promising, reducing an already low CPC on a cooking product campaign by 75%. Facebook is boasting its own successes with the ad type as well as adding a metric to track outbound clicks, or the number of individuals that click from the interstitial browsing environment to the website.

For questions about Facebook Collections Advertisements or anything else related to social & search, contact us today.

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