Facebook's New Collection Ads for Business | What You Should Know

Earlier this year, Facebook launched a new ad format to help drive product and discovery sales for businesses known as, collection ads.

What Is Collection? According to Facebook, "Collection is a News Feed ad format that showcases a video, image or slideshow with four related images below it." If a user clicks on the collection ad, they are directed to a "fullscreen Canvas experience" that displays more relevant content. If you are a business utilizing this new feature, there are different templates that are available to use based on your business objective.

What Makes Collection So Useful?

If you aren't current a Facebook user yourself, you probably know at least a handful of friends, family or businesses that are active users and/or advertise on this social media platform. So, being able to advertise a business' products seem like a no-brainer way to drum up some potential new sales and customers.

What a collection ad does is capture the attention of potential customers and brings them into a Canvas where they are able to interact with the brand and browse products. This form of advertising is great because users have already expressed interest, so you're interacting with people who are already highly engaged. Now, marketers are able to retarget to users who have viewed their Canvas through the collection ads feature.

How User-Friendly Is This New Feature?

Facebook is continuously working on improving their products and user experience. While you can add products manually, they have also recently added the ability to automatically pull products from a business' catalog. Businesses are then able to choose both the order and color variations of the products they want displayed. Facebook also reduced the number of required products to be displayed from eight, down to four products, allowing smaller businesses to take advantage of this more easily.

A lifestyle template for Collection is also available to any Facebook advertiser who has a catalog on the platform. This template helps create interactive shopping experiences by tagging products directly in lifestyle images."

Click here to learn how to create a collection ad!