of all shopping journeys include a mobile action, but slow load times cause friction in that process.
Collections Ads deliver a faster loading, more seamless mobile browsing experiences.
Facebook collection ad Example for Adidas
Having managed millions in Facebook ad spend, I can say that without a doubt, audience selection can be the key difference between a losing campaign and a wildly profitable one.
Ash Aryal
CEO Digital Spotlight
Added to cart retargeting
Visitors who viewed the primary product page
Product category retargeting (exc. added to cart)
Visitors who viewed our product and product category page but DID NOT add to cart
Video view retargeting
This is a retargeting list we created in Facebook of anyone who watched more than 3 seconds of a video we promoted on Facebook
Product category buyers Lookalike audience
A 1% Lookalike (LAL) audience of buyers who have bought at least one item from that product category
100% decrease in cost
per conversion and a
0.0x Return on
ad spend
ROI increase of over
0x Return on
ad spend
0% Lower cost
per visit
drop in cost per conversion/ purchase
YOY increase in return on ad spend.
increase in conversion rates
100% lower cost
per conversion
0% increase in
online sales
Increase in
conversion
rates
100% lower cost
per conversion
0% increase in
online sales
Ad Type | Cost | Cost/Sale | |
---|---|---|---|
$177,843.34 | |||
Collection |
|
$104,875.74 | $32.94 |
Single Video |
|
$72,967.60 | $40.43 |
Ad Type | Cost | Cost/Sale | |
---|---|---|---|
$177,843.34 | |||
Collection |
|
$104,875.74 | $32.94 |
Single Video |
|
$72,967.60 | $40.43 |
(negligible)
Ad Type | Cost | AOV | |
---|---|---|---|
$1,122,853 | |||
Collection |
|
$715,137.28 | $224.60 |
Single Video |
|
$407,716.27 | $225.88 |
Ad Type | Cost | AOV | |
---|---|---|---|
$1,122,853.55 | |||
Collection |
|
$715,137.28 | $224.60 |
Single Video |
|
$407,716.27 | $225.88 |
Ad Type | Sum (Amount Spent) |
ROAS | |
---|---|---|---|
$177,843.34 | |||
Collection |
|
$104,875.74 | 6.82 |
Single Video |
|
$72,967.60 | 5.59 |
Ad Type | Sum (Amount Spent) |
ROAS | |
---|---|---|---|
$177,843.34 | |||
Collection |
|
$104,875.74 | 6.82 |
Single Video |
|
$72,967.60 | 5.59 |
Results (9 out of 13) of clients increased their ROAS% simply by switching to collection ads.
If collection ads worked for a campaign, it produced a clear winner. One campaign (campaign 8) did 89.74% better than the single video counterpart! (To say our client was happy is a massive understatement)
Our client who experienced an 89.74% ROAS in his Collection Ad campaign grew profits be close to 180%, compared to the FB video counterpart.
If Facebook Collection Ads work - it will quickly produce a clear winner.... so start testing immediately!)
The probabilities are on your side – 70% of collection ad campaigns clearly beat the single video counterpart.
Look for your average cost per sale decrease to be the main driver to higher returns with Facebook collection ads. Facebook’s goal was to reduce friction. It seems they have achieved it.
Don’t expect Facebook Collections ads to have much, if any impact on your average order value (in fact it may slightly decrease)
A big increaes in ROAS can lead to an even bigger increase in profits. At a 40% profit margin, one of our clients grew profits 180% by growing ROAS close to 90%