Facebook announces new shopping ad format - Collection

Facebook is announcing a new shopping ad format called “collection” to help marketers showcase their products in more visually stunning ways. Collection elevates the likelihood of discovery and a purchase by featuring a primary creative video or image above relevant product images.

Collection is a new shopping ad format that elevates the likelihood of discovery and purchases by featuring product imagery within a shoppable unit built for mobile'. Facebook is taking advantage of trends it is seeing in the market where more visual creative drives people to discover, browse and buy on mobile. In the news feed, we are finally showing rich visuals with their related products—uninterrupted. The social media giant has seen this new experience drive more people to tap on the ad and deeply engage and browse additional products, which helps marketers generate much more intent among potential customers before they land on the advertiser’s site or app to make a purchase. New ad format leading a person to an immersive fast-loading shopping experience showcasing up to 50 products at a glance.

Specific features of teh product tell us that Advertisers will need a product catalog and product set with eight or more uploaded products to create a collection. Products shown in the News Feed can be arranged manually or based on our assessment of the likelihood of purchase — while products in the post-click, immersive shopping experience are ranked based on the likelihood of purchase.

Clicks reporting

What does link clicks measure?

  • The number of clicks on ad links to select destinations or experiences, on or off Facebook-owned properties.
  • It includes clicks that drive people to websites or app stores off Facebook, and it also includes clicks to native post-click experiences on Facebook. 
  • What's new:
    • Beginning today, marketers will be able to view a breakdown in ads reporting for 'link clicks' where they can see by the specific destination they drive people to, such as a text message, a call, a form, or Canvas.
      • How it works:
        • This is simply a new breakdown for link clicks will make it easier for advertisers to see the link's destination.
        • Clients will be able to break down link clicks by the following destinations: website, app store, app deep link, phone call, message, Facebook Canvas, Facebookform, Facebook Marketplace, and off-Facebook video;
        • We'll explore additional destinations in the future.
        • This breakdown will be in the “By Action” breakdown menu.
    • We're also introducing a new click metric that specifically measures outbound clicks.
      • What counts as an outbound click: Measures the number of clicks, attributed to your ads, on links that take people off Facebook-owned properties.
        • This is not billable or optimizable
        • This overlaps within link clicks in the vast majority of cases
      • How it works with immersive experiences like collection
        • Will give these marketers a clearer picture of how people interact with their creative
        • For example, marketers will be able to distinguish between both clicks that occurred from News Feed to collection, and clicks that occurred from collection to a non-Facebook destination such as a website or app.
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