Create a collection with hotel ads

30/11/2019

Advertisers with a hotel catalogue can use Collection, Facebook's full-screen, immersive mobile ad format that allows advertisers to combine a brand story with relevant hotel properties to drive bookings.

This ad format, which appears in News Feed, features one prominent video, image or slideshow with thumbnails of inventory pulled in from your hotel catalogue underneath.

The last thumbnail image has a "More" overlay to encourage people to tap into the experience. Tapping on the ad creative will expand into an Instant Experience, a full-screen experience for mobile that opens instantly when someone interacts with your ad. After entering into the full-screen experience, tapping on a specific image takes people to a hotel detail page on the advertiser's site or app where a hotel can be booked.

Requirements

  • Before you can use this ad format, you must set up a hotel catalogue. Learn more.

  • The creative for your hero video or image will need to have the following specs:

    • Creative specs

  • Aspect ratio: 16:9 or 1:1

  • Video: H.264 video compression, high-profile preferred, square pixels, fixed frame rate, progressive scan

    • Note: It is highly recommended that you use short-form video (15 secs or less)

    OR

  • Image ratio: 1.9:1

  • Image size: 1,200 x 628 pixels recommended

    • Note: Your image may not include more than 20% text. See how much text is on your image.

    Setup

    1. Go to your Ads Manager.
    2. Select the Catalogue Sales objective.
    3. Create a campaign name and select the hotel catalogue that you want to use, then click Continue.
    4. At the ad set level, define your audience, budget and schedule.

    5. At the ad level, you'll choose Collection as your format, and then select an Instant Experience template before you design the rest of the ad.

      Note: If you don't want to use a template, you can use a custom Instant Experience layout instead for your collection ad.
    6. Update the text that will appear in News Feed – enter text that tells people what you're promoting (90 characters recommended) and write a headline (25 characters recommended).

    7. In the Products featured in News Feed section, choose dynamically selected, which is the only option that is compatible with this feature.

      Facebook will choose four hotels from your hotel set. By default, the four images are ranked by order of relevance.
    8. In the Collection page section, click the Preview and Customise button to see what happens when people tap on the ad in News Feed to explore more of your collection.
    9. Add deep links. You have the option to set up links that send people to a specific page on your website or in your app. These are called deep links. You might use deep links to create a URL for customers who've searched for a specific hotel, for example. You can set up a deep link and leverage dynamic ads for travel template tags in the deep link as appropriate.
    10. If you are creating a mobile ad, add an app link destination, which is where people will be directed when they click your app link if they have your app installed (and a backup destination if they don't have the app installed).
    11. Click Confirm.

    Learn more about the collection ad format and how it can complement your business strategy.

    * Nguồn: Facebook