How to Create Facebook Collection Ads?

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The Editor
  • Updated
  • This feature is only applicable to Facebook campaigns on mobile devices.
  • The supported Facebook campaign objectives include:
    • Traffic
    • Conversion
    • Catalog Sales
    • Store Traffic

Facebook Collection Ads  are grid-based photos that provide instant experience to prospects to discover, browse, and purchase products and services from their phone in a visual and immersive way. You get to feature a catalog of four products under a hero image or video that opens into a full-screen when someone interacts with your ad.

        Facebook_Collections_Ads.gif


By using Facebook's Collection Ads in XPO, you get to:

  • Drive product discovery on mobile devices to increase engagement and sales conversion.
  • Deliver a seamless and enjoyable browsing experience to your prospects through tapping and with ability to go on full-screen to learn more about a product/service.
  • Showcase a video or an image alongside your brand's product, or service. This is especially ideal for the retail, e-commerce, and travel industries. 


How To Create Facebook Collection Ads In XPO

1. From the Menu: Click on Creative

2. Create a new Facebook Ad, select Collection Ad and click Submit.

3. Launch the newly created creative for the Design form.

  • Select the Facebook page linked to the ad account and allocated it to the XPO account.
  • Select the Instagram Account linked to the ad account.
  • Headline positions vary by placement, with a max. 25 characters limit.
  • Text ad placements vary. You can use @ to tag Facebook Profiles or Pages. Facebook recommends 90 characters or less.
  • Cover Media (image or video) displays the first media asset from the fullscreen Instant Experience (explained in point 4). The preview will be displayed only once you have created the Instant Experience.


4. Instant Experience.

Instant Experience is a fullscreen experience that opens once your prospects click your ad on a mobile device. An Instant Experience is created to visually highlight your brands' products and services.

The below is explained in detail:

4(a) Create new (i. Custom ii. Product Set iii. Product List)

4(b) Use Existing 

 

4(a) Create a new Instant Experience.

  • Name your Instant Experience.
  • Settings: You can change the theme and select either Dark, Light, or customize it as per your needs. Selected themes will display in the preview section.
  • Template: Select from 3 templates (i) Custom Template, (ii) Product Set, or (iii) Product List. The custom template is selected by default.

  • Once you have completed creating the new Instant Experience (explained in detailed below), you can review, remove and/or duplicate the form.

4(a)(i) Custom Template

You can use a custom template when you wish to build the layout with more interactive design options.

  • Custom template requires at least 5 media components.
  • You can also customize the theme here.
  • Click on + Add Components.
  • Component padding under advanced options refers to the spacing adjustment you wish to have between each added component for your Instant Experience. Eg. if 0 is selected there will be no gap between the corresponding top and bottom components.
Type Of Media Component Description
Button Component

 

You are giving your prospects the option to take an action by adding a button (call-to-action) to your Instant Experience.

  • Select font size, font type, & placement for the given text
  • Provide the destination URL for the button. This is a mandatory field. Destination URLs can be Website, App Store, or Instant Experience.
  • Select the button style, either outline or fill; background color for the button; option to Fix the button to the bottom view; set the advanced setting for the button component; you can delete the button component too.
  • You can remove the component at any time.
     
Carousel Component


  • Upload 2-10 images for carousel format. If the images are not the same size, they will be cropped to match the first image.
  • Select either one of the two options for layout; Fit to width or Fit to height.
  • Input a destination URL as Website, App Store, or Instant experience.

 

  • You can replace images at any time; delete the image(s) by clicking on the X button; remove the entire component at any point.
  • You can use the advanced option for the carousel component.

Photo Component
  • Here you can introduce your brand, product, or service with an eye-catching image by creating a slideshow using up to 10 photos.

  • Select any of the 3 options for layout: Fit to width (linkable), Fit to width (tap to expand), or Fit to height (tilt to the pan). 
  • Optional field: Input a destination URL as Website, App Store, or Instant experience.
  • You can replace images at any time; delete the image(s) by clicking on the X button; remove the entire component at any point.
  • You can use the advanced option for the photo component.

Text Component


  • Add your desired text for the ad and select the layout for the text.
  • Select the font size, font type, and placement.
  • Select the background color for the text. You can input a background color code.
  • You can use the advanced option for the text component.
  • You can remove the entire component whenever you want.

Video Component

 

  • Upload a video file (.mp4 or .mov). It is recommended to keep videos under 2 minutes with the use of captions to keep your prospects engaged without audio.

  • You can add up to 10 videos to your Instant Experience.
  • You can upload the video from the media library.
  • Select either one of the two options for layout; Fit to width or Fit to height.
  • You can use the advanced option for the video component.
  • Destination URL will not be available for the video component.
  • You can remove the entire component whenever you want.

Header Component
  • Add a header for your collection ad. The header consists of your logo. 

  • You can also set a background color for your logo.
  • Upload a logo for your Instant Experience. For the best results, images should be 882 x 66 pixels.
  • You can use only one header per Instant Experience.

Footer Component

 

  • Add a footer for your collection ad. 

  • Provide the destination URL for the footer. This is a mandatory field. Destination URLs can be Website, App Store, or Instant Experience.
  • You can remove the entire component whenever you want.
Store Locator Component  Coming soon.

 

PRE-REQUISITES FOR PRODUCT SET & PRODUCT LIST

  • When your catalog has four or more products and you want to display these products in a grid so that prospects can browse them in one place.
  • You will have one main video or image as the highlight, followed by related products.
  • You wish to drive prospects to your website or app to make an instant purchase.
  • You can dynamically organize products from your catalog into relevant groups, such as "Suggested for you" and "Most viewed".
You will need to:
  1. First, select a template as the Product List or Product Set.
  2. Create a feed from XPO curator and create your catalogs. You can only use the Ecommerce Catalog (Product Type) for collection ads.

 

4(a)(ii) Product Set Template

This template is to create a personalized experience that shows products most relevant to prospects viewing your ad. This template will automatically fill in from your created/selected catalog. Your ad will need at least four products in stock to run. Rejected products will not be displayed.

  • You can change the label name "Product Set" by clicking on the edit button.
  • Once you select Product Set you will then need to select a catalog from the dropdown list (as mentioned in pre-requisite 3).
  • You can choose any type of e-commerce catalog to create an Instant Experience using a Product Set.
  • Apart from the products, you can also add more components by clicking on + Add component. 
  • From your selected catalog feed, details such as price, description, title, product ID, etc. will be previewed while creating the Product Set. For instance, in the above image, Headline and Description fields are auto-filled as details are fetched from the selected catalog.
  • With Product Set, you can add advanced settings too.

4(a)(iii) Product List Template

Select this option if you want to show your products in a specific order instead of a catalog. You will need at least four products to run the ad. Rejected products will not be displayed.

  • You can change the label name "Product List" by clicking on the edit button.
  • Once you select Product List you will then need to select a catalog and products from the dropdown list (as mentioned in pre-requisite 3).
  • You can choose any type of e-commerce catalog to create an Instant Experience using a Product List.
  • In the Product List, you can only select products included in the catalog. If you created a feed with 10 products, all of them will be available in the dropdown list.
  • Apart from the products, you can also add more components by clicking on + Add component. 
  • From your selected catalog feed, details such as price, description, title, name, product ID, etc. will be previewed while creating the Product List. For instance, in the above image, Headline, and Description fields are added from details fetched from the selected catalog feed.
  • With Product List, you can add advanced settings.


4(b) Use An Existing Instant Experience.

  • You can select an Instant Experience from the dropdown list.

  • Once selected, the cover photo and featured image in the new feed will be displayed.
  • You can edit and duplicate the form by clicking on Review. On the review page, select Duplicate. To remove the selected Instant Experience, click on Remove.
  • You can add and/or remove media components and also change the settings and theme.
  • Once done, click Save. The new, updated copy of your existing Instant Experience will be saved in the list.

5. Preview your Instant Experience.

  • You can have a Facebook preview of your Instant Experience.

6. Preview your final Collection ad.

Once you have completed the design form and completed the Instant Experience, you can preview your final Collection Ad in the following formats:

  • Mobile News Feed

  • Instagram Feed


7. Link your Collection ads to your Facebook ad groups.

  • You will be able to:
    • edit the creative form and creative design like headlines and text.
    • clone Collection ads across ad accounts along with the Instant Experience.
    • share the preview of your collection ad by sending a link.
    • archive the Collection ad.
    • design a new or use an existing Collection ad via Quick Launch form and successfully publish the campaign.
    • sync Collection ads from Facebook Business Manager to XPO.

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