What is a Collections Ad Unit?
In March of this year, Facebook released the Collections unit – a new ad format that showcases products from your Product Catalog, along with a static image, video, or slideshow. Although the unit was released about five months ago, Facebook scaled the release across advertiser accounts slowly.
Things to Know
In order to run a Collections unit, you have to have a Product Catalog set up (if you’ve been running Dynamic Product Ads [<- learn more about setting up DPAs here], you already have this first step taken care of!). It’s also important to note that the Collections unit is for Facebook mobile placement only, so your ad will not be featured on Desktop or Instagram.
In terms of specs, Facebook recommends a 1.91.1 aspect ration and the standard 1200×628 pixels; for videos, Facebook recommends 1:1 or 16:9 aspect ratios. In my experience (as both a consumer and advertiser), the most engaging collections units have featured videos, so if you have video assets handy it is worthwhile to test them.
As you build your Collections ad, you will have the option to either select four custom products to feature below your video/image, slideshow, or you can allow Facebook to automatically select those four images. This customization aspect is what really excites me about this ad unit – with the combination of the right video, ad copy, and products, you can create an incredibly relevant shopping experience that also tells your brand’s unique story.
Testing and Options
Testing this ad unit with one of our beauty industry clients was almost a no-brainer, and, with a detailed testing plan, it will give us insight into questions that our team had been pondering like: “Is there a specific message that resonates more with our target audience (like anti-aging or acne)?” and “Is there a combination of video and messaging that we can use to drive sales?” Initial testing results were promising; our team tested a Video Collections Ad and two Collections Ads using a static image, and we were able to identify the prospecting audiences who found our specific messaging most relevant. From there, we’ll plan to test different iterations of our video assets (30 second, 15 second) to find the “sweet spot” in terms of performance.
Have you tested Collections ads for your business? Tell us about your experience in the comments below!