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In this video you're going to learn a by collection odds and how you can use this new format to drive

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more sales for your online store.

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We'll start by understanding what a collection that is and the benefits of it.

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Then we will look to really see in our ads guide where this new ad format is available what objectives

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is it available for it because it's not available for every type of objective.

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Then we will start to look at some case studies and see how Adidas is using this new format to get some

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great results.

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Also see how Tommy Phil Hilfiger is using this and looking at these case studies I think you're going

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to give you some really great examples of how you can put it into use for yourself.

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Finally then we will finish up in our hands create tool and you'll learn how you can create a code using

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the collection format for yourself.

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So let's start by understanding what a collection is.

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The benefits of it.

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So the high level idea is that you inspire shoppers to purchase with an immersive experience.

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So let's really come down and have a look at the example here.

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This is what it's going to look like in somebodies new news feed.

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So what is different here.

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Instead of carrousel loud that just has products here or a single product.

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Dad what do you actually have as a video here.

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And then you have the products related to that video below here and people can click through on these

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images directly to your mobile site where they can purchase these products.

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Now the key thing to understand about collection odds is that they're only available on mobile right

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now and they're really designed for mobile as well and to give a better experience for people.

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So the idea is that this ador advert format helps brand connect with people by pairing a video with

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photos of your product images in the news feeds.

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And the idea is that you inspire sales with deeper stories so instead of just seeing the product you're

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actually seeing a video that showcases the key reason why you should buy the product or just to see

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the product in action.

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And you know paint more of a lifestyle that you will achieve or get if you buy the product.

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So classic marketing but just a more interesting odd format than a static image.

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Now in terms of the products that you want to put you want to choose products that play off the best

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story in you were featured video and in the two examples We'll look at.

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Look at two different ways that you can maybe do that.

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The key thing is that this is a new format and a lot of advertisers won't be using it yet.

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So if people see this in their news feed it's going to catch their attention because it's something

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completely new.

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So for new ad formats and many more will come out on Facebook.

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The key thing is that the sooner that you use them the more benefit that you're going to get out of

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them because as more and more competitors start to use them it doesn't grab as much attention.

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So for all of these new ad formats the key thing is if they are relevant for your business to use them

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straightaway.

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Now let's have a look out when you can use this odd format.

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It's not going to be suitable for every single marketing objective.

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But there are two key areas where it fits perfectly and one is clicks to Web site.

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So we're in once again in here in the Facebook Ads guide.

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Right now it is available only for clicks to Web site.

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You can see Facebook collection here and also web site conversions down here.

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So essentially these are the same thing driving people to a website or driving people to a Web site

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where it's optimized for conversions and you do need to have the Facebook pixel installed in order for

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Facebook to optimize for conversions for you.

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But you can see here Facebook collection obviously this is going to be ideal for e-commerce stores where

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the products are featured there it's not going to be ideal for brand awareness.

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It's not available for brand awareness at the moment.

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Event responses doesn't really make sense the generation local awareness Page Likes obviously doesn't

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make sense so you can see that this odd format is really tailored to online store sales.

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Now let's have a look at some of the case studies to really understand how brands and companies are

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using this right now.

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And here's what I need US did they used this odd format to really cross-sell with a video and this is

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a pretty interesting way that they used it.

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Now they got some great results one point X decreased in cost per conversion and a five point 3x return

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on outspent.

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Why.

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Well probably because this is a new ad for matter and it really engaged people.

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Now let's look down at what they actually did and this is their example here.

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So they their their main objective here was to cross-sell on what they did is they had a video featuring

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their new product which is this hoodie.

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And then down below they had really complementary products for the featured product which is like the

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runners the bag the tracksuit bottoms et cetera.

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So it's really weird and objected to cross-sell to these different products as well.

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So what they did with this collection format is had the video paired with four products and then this

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quickly could open it up into 50 more products so viewers can instantly bread and shop for additional

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products.

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So what's so cool about this Heidi.

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Why would they make a video about it.

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Well it says here that it's an oversized leaping to block out noise and help people relax while traveling.

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And so I imagine the video showing some of the benefits there.

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And actually that does not sound like such a bad idea.

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Could be pretty handy when you're traveling.

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Finally can see here that when interested customer has clicked on any of these product images they arrived

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at the Adidas mobile web site where they can make the purchase.

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So this is the key thing that this is an odd format that's only for mobile right now.

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It's designed for mobile.

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And so if you are sending people are thinking to use this you want to make sure that your site is mobile

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optimized and mobile friendly.

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Otherwise you're going to be losing those people once they click through to your site.

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Now let's have a look at Tommy Hilfiger and see how they use this collections and format and they actually

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did a slightly different thing instead of using it to cross-sell.

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They used it in a different way so let's have a look at this.

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So they use the collection format to enable European customers to instantly buy pieces featured in the

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runway show video.

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So let's have a look down at this.

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They had the runway show video.

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And down here below that they have the products featured in there that people could buy straightaway.

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So that's not a cross-sell.

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It's showing that these are the products they're showing them again and again through a live runway

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show.

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And then you can go ahead and purchase them by clicking on the links here.

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And the results again were pretty impressive 2.2 X higher return on outspanned 37 percent lower cost

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per visit to its e-commerce site 2x higher engagement rate.

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Now let's come down and have a look at some of the details here how they set this collection up.

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Was they uploaded it's video creative.

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Along with its product catalog.

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So these are really two key steps that I'm going to show you how to do.

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First you need to upload the video and you also need to have your product catalog set up as well and

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really combine these two things.

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Now coming down let's have a look at actually some of the strategy and the tactics behind this campaign

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because this is interesting for you to think about as well.

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So what they did is they targeted the collection to women across Europe aged 20 to 40 with interest

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in fashion and shopping.

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The team also installed a Facebook pixel on its mobile site and used information gathered from it to

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build a look alike audience based on a woman who had visited or made purchases from their mobile site.

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So this is really smart what they did is targeted women by interest and demographics.

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They had the Facebook pixel set up.

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They obviously created then a custom audience based on that and then using that custom audience of people

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who had bought it.

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Then they built a look alike audience on the back on the back at that and really extended the reach

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of their campaigns.

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A nice little strategy.

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Could really see how you could put that into action for yourself.

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Now that you understand watch collection odds are on the benefits of them.

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Let's look into the ads create two.

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So you can understand how to set this up for yourself.

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So firstly when selecting your marketing objective remember that this format is not available for every

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type of marketing campaign just really traffic and conversions and you will have to have the pixel set

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up in order to to optimize for that.

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That's just like the traffic marketing objective just to keep it pretty simple for the moment.

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Now in terms of your ad says traffic audience placements budget that's going to be the same decision

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making process as we've covered previously really where there is a difference for this format is down

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in the level where you can see this collection format is available and the first thing you want to do

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is upload that video that you want to use in this collection on formats so I've just got a video here

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that I'm just going to use.

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Now I'll let that upload what I want to do is come down into the images here so we can put in the headline

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and text as normal so I can put in a new collection.

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New collection now what I want to do is re import my product catalog.

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Now we've covered this in a previous lecture but essentially inside of your ads manager here you can

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see that there is the option to upload a product catalog and essentially that's what you want to go

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ahead and do before you start to use this format so I've already done that and now I can come down and

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really select the products that I want to include in the site.

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And you can start to see them loaded up here.

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The images are really being pulled from the spreadsheet that I uploaded where I had the links to the

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images on my site.

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Now let's come back and see if this video has been uploaded.

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Maybe I need to just make sure that this is uploaded before I move on to the next screen.

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Now once the video is uploaded you can just select the thumbnail for the video.

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And one other thing to note here is that for instagram again it needs to be under 60 seconds.

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Now this video is just an example that's just a little bit over 60 seconds.

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But keep in mind if you want to run on Facebook and Instagram at this stage you can also upload those

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video captions if you want and upload the 20 files which is the file format you can use for video captions

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scrolling down a bit now I can see a preview of my AD.

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So very simple to set up just two steps.

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Upload the video and import that product catalog.

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So now you understand what a collection ad is.

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And the benefits of it.

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Think about how you could use this as part of your marketing campaigns perhaps think about featuring

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a product like added us here and cross-selling complimentary products.

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Or you could also have a video featuring a lot of products and have them all listed be low.