TikTok Ad Collection: The Solution for E-Commerce

Collection Ads on TikTok are not a new advertising format, but they are still not widely adopted by advertisers. This ad format personalizes product displays for each individual user, providing a seamless shopping experience from product discovery to checkout. Let’s dive into the details of TikTok Collection Ads in this article!

What Are TikTok Collection Ads?

TikTok Collection Ads are video ads that appear in users’ For You Feed. These ads integrate product cards (acting as a custom CTA button). When users tap on the product card, they are redirected to an Instant Gallery Page—a store-like interface that showcases a curated selection of products from the advertiser’s product catalog within TikTok Ads Manager.

See more: How Much Does TikTok Advertising Cost?

Benefits of TikTok Collection Ads

Enhancing Product Discovery

TikTok Collection Ads leverage the full-screen immersive format, audio effects, and interactive elements, which boost user engagement and purchase intent. Additionally, the Instant Gallery Page loads quickly and uses personalized product recommendations tailored to each individual user, making product discovery more efficient than ever.

Personalized Product Video Ads

Collection Ads recommend products based on individual user preferences. Depending on relevance, different products will be displayed in the store interface for each user. This dynamic display ensures that your products reach the right audience at the right time.

Improving Shopping Experience

Collection Ads provide a seamless shopping journey—from clicking the ad, visiting the Instant Gallery Page, browsing products, and finally checking out. Unlike traditional ad formats, users don’t need to wait for a landing page to load, reducing friction and improving engagement.

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How TikTok Collection Ads Work

When users click anywhere on the video ad, they are instantly redirected to the Instant Gallery Page, where they see a list of recommended products. Advertisers can either:

• Manually select the products displayed based on target audience preferences
• Let TikTok Ads Manager use its algorithm to automatically select relevant products for each user

From the Instant Gallery Page, users have several options:

1. Select a product to view detailed information
   • They will be redirected to the advertiser’s website for more details and checkout
2. Save the product to their favorites list
3. Tap “Shop Now” to visit the seller’s website

TikTok Collection Ads Technical Specifications

Before running Collection Ads, ensure that your videos meet TikTok’s technical requirements:

• Aspect Ratios: 9:16, 1:1, or 16:9
• Resolution: 720×1280 px, 640×640 px, or 1280×720 px
• File Formats: MP4, MPEG, MOV, or AVI
• Video Length: 5-16 seconds
• Maximum File Size: 500 MB

How to Run TikTok Collection Ads

Collection Ads are not unfamiliar to those who have run ads on Facebook or Instagram. However, setting up Collection Ads on TikTok has some unique differences that advertisers need to be aware of. The process for creating TikTok Collection Ads includes the following steps:

Step 1: Set Up a Product Catalog

The Product Catalog is a feature within TikTok Ads Manager that allows advertisers to manage product details, including descriptions, images, videos, links, sizes, stock availability, and more.

During the Collection Ads creation process, you can import products directly from the catalog into the Instant Gallery Page (the page that displays products to users).

When creating a new catalog in TikTok Ads Manager, you can:

• Automatically import product details (if you have 10 or more product SKUs).
• Manually enter product details (if you have fewer than 10 products).

Step 2: Create a TikTok Collection Ad

Follow these steps to create a Collection Ad on TikTok:

Step 2.1: Set Up the Campaign

• Create a new advertising campaign in TikTok Ads Manager.
• At the campaign level, choose Traffic or Conversions as your advertising objective.
• At the Ad Group level, set up the following:
  • Select Website as the advertising destination, then choose Pixel and Optimization Event.
  • In the Targeting and Demographics section, select locations that match your catalog’s target audience.
  • Complete the remaining ad group settings based on your advertising needs.
• At the Ad level, select Recommended Combination as the Ad Format and choose Collection Ads.
• Enter video ad details, including the video file, display name, and profile image.
• Click Create Instant Experience to open the Instant Gallery Page editor.

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Step 2.2: Build the Instant Gallery Page

If you choose automatic import, simply select the catalog, and TikTok will extract product details.

For manual entry, follow these steps:

1. Add product details:

   • Product images:
     • Size: Square images ≥ 600×600 px
     • Format: JPG, PNG, JPEG
     • File size: < 5MB
   • Product name
   • Product price
   • Product URL (linking to the product page on your website)

2. Arrange product display order.

3. Enter the CTA button URL for the Instant Gallery Page.

   • Recommended: Use the store’s homepage URL.

Important Notes for TikTok Collection Ads

Every product added to the Instant Gallery Page must go through TikTok’s approval process. Keep the following in mind:

✔️ Products must not violate TikTok’s advertising policies (e.g., banned or restricted products).
✔️ Ensure landing pages and store links are complete and consistent.
✔️ Follow TikTok’s technical requirements for optimal product image quality.

⚠️ Check product approval status in the Catalog section of TikTok Ads Manager.
If a product fails the approval process, it won’t appear in the Collection Ad or Instant Gallery Page.

Successful Brand Case Study: MAKE UP FOR EVER

Founded in 1984, MAKE UP FOR EVER is a professional-quality cosmetics brand. They leveraged TikTok Collection Ads to launch their latest foundation product, WATERTONE.

Objectives:

• Launch the new WATERTONE foundation.
• Increase brand awareness for MAKE UP FOR EVER.
• Attract potential customers and boost sales.

Strategy:

• Awareness Phase:
  • Collaborated with TikTok content creators to produce engaging video ads.
  • Used In-Feed Ads to reach the target audience.
• Giai đoạn chuyển đổi:
  • Used Collection Ads to showcase WATERTONE and other products.
  • Enabled direct shopping on TikTok via the Instant Gallery Page.

Results:

📌 11M+ impressions and 10M+ video views.
📌 94% increase in conversion rate (CVR).
📌 51% reduction in cost per acquisition (CPA).

Key Takeaways from This Campaign:

✔️ Combine multiple TikTok ad formats for maximum effectiveness.
✔️ Use engaging and creative content to capture user interest.
✔️ Leverage the Instant Gallery Page for a seamless shopping experience.

Final Thoughts

TikTok Collection Ads provide users with a seamless shopping experience, from viewing the ad to completing the purchase. This uninterrupted journey helps businesses reduce drop-off rates and significantly boost revenue growth.

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