Collection Ads Increase Performance Through a Highly Visual Experience
Published: November 28, 2017
Author: Dawn Butler
With the holiday season in full swing, businesses, specifically e-commerce companies, will need to create strategies for a rapidly growing mobile economy. According to Facebook IQ data, last holiday season saw mobile conversions account for 53% of all conversions globally. More than 1 in 3 US shoppers said they would like to shop on their phone more but that slow loading mobile sites are one of the main challenges. So, what is the solution to solving the user’s desire to shop on mobile, as well as decreasing slow load times? Facebook’s Collections ad units!
A concise description of collections ad units can be found here, and instructions for how to set up these ad units can be found here. In short, collections ad units appear as a video or image ad unit in the mobile News Feed. Once clicked, these ads open into a full screen canvas ad highlighting several products. Below is a comparison of how collection ads have performed against static image mobile ads for one of our e-commerce clients.
You might be wondering, ‘Why collection ad units over just a regular ad unit?’ Well, outside of the obvious increases in all metrics seen in the table, Collection ads help better capture a user’s attention by showcasing several products or variations of products. The full screen experience allows new users to gain a better understanding of what the company has to offer them, and allows them to interact with a brand from first touch point without having to go separately to the site.
Brands can use a video or static image as the outside card of the collection to showcase one of the main looks or lines for the holiday. Within the collection ad unit, brands can cross-sell additional products, all from the same unit. Along with this, collection ad units are designed specifically for mobile, and load up to 10 times faster than a standard mobile website – allowing a brand to create their own mini-website within Facebook. As a last step, advertisers can now create a custom audience to re-target based on people who have either open or clicked on links in your collection ad unit. These users will have already gained a strong insight into the brand and will be more likely to convert later down the funnel!
Have you used Facebook Collection ads? Let us know about your experience in the comments!