...And used to achieve the following
RESULTS
0%
ROAS
100.00%
Cost Per Sale
0%
Profit
Single Video
Ad (Control)
vs.
Facebook
Collection Ad:
The Test
0
separate campaigns
$0
in Ad spend
0.0
months
$0
in sales
Why Collection Ads?
- Mobile usage is increasing
- 0%
of all shopping journeys include a mobile action, but slow load times cause friction in that process.
- Video is increasingly important
-
Collections Ads deliver a faster loading, more seamless mobile browsing experiences.
Facebook collection ad Example for Adidas
Audiences Used
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
0%
0x Return on
ad spend
0% Lower cost
per visit
100%
drop in cost per conversion/ purchase
0x
YOY increase in return on ad spend.
increase in conversion rates
0x
100% lower cost
per conversion
0% increase in
online sales
Increase in
conversion
rates
0%
100% lower cost
per conversion
0% increase in
online sales
What Collection Ads Did For Our Clients.
Average Cost Per Sale:
Advertising with Facebook Collection Ads cost 100.00%
| 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 |
With a range between:
0%
+0%
Facebook’s goal of reducing friction with Collection Ads shows that it’s working
Average Order Value:
Advertising with Facebook Collection Ads product a 100%
(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 |
With a range between:
0%
+0%
Return on Average Spend:
Overall ROAS%
increased by +0%
| 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 |
With a range between:
0%
+0%
Results
0%
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)
Overall Profit grew on average:
+0%
A Small Change ROAS
=A Huge Change in Profits
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.
Conclusions
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%
