What are collection ads?

Collection ads is an ad format that combines a cover image/video with a product catalog. It’s typically used on platforms like Google, Facebook, and Instagram for showcasing multiple products in a visually, engaging way. As users can browse a selection of products without leaving the platform, they’re ideal for driving direct sales from social feeds.

Key features of collection ads

The following are the key features of collection ads:

• A large, hero image or video appearing at the ad’s top that acts as a visual hook 

• A scrollable carousel of product items from a linked product feed displayed below the cover media (aka the hero image or video)

• A mobile-optimised, immersive experience that offers a mini storefront feel when you click on the ad

  

Benefits of collection ads

Dynamic personalisation

With the help of dynamic ad technology and product catalog integration, the platform can populate the product carousel automatically using factors like browsing history, preference, and user behaviour. This means that users will see the most relevant products. 

High engagement and conversion rates

As shoppers are shown a personalised selection of products, you can expect higher engagement and more conversions. This is further increased by the interactive nature of collection ads and clickable products titles that lead directly to the individual product page or checkout which makes the path to purchase more seamless. 

Mobile-optimised shopping experience

Collection ads are built for mobile devices. When a user clicks on an ad, it will open into a full-screen Instant Experience on Meta which is immersive and easier to browse. 

Better retargeting

As you can showcase shoppers products they recently viewed or abandoned in their cart, it’s perfectly suited for retargeting campaigns. You can, for example, take it one step further and pair these products with a limited-time offer to nudge users closer to checkout. 

Actionable insights

Many platforms share detailed reporting on how users have interacted with your collection ads. With the help of these insights, creative testing is easier, allowing you to optimise your campaigns accordingly. 

Best practices for creating collection ads

Use high-quality cover media

To help capture shoppers’ attention, use a vibrant, mobile-optimised image or video. This will be the main hook and the first and largest element that they’ll see. It sets the expectations and context which will help encourage shoppers to explore the product grid below. 

Showcase your best-selling products first

Highlight your most popular products in the first few tiles. These products are top-performers for a reason and typically have the highest appeal and conversion rates. By featuring these first, you’ll have an easier time pulling shoppers into the rest of your product catalog. 

Share a story

All your visuals should work together to tell a cohesive story. Your cover media should align with the featured products, while the individual products in your grid should be carefully curated around a specific theme.