What is Product Collection?

Product Collection is the Sponsored Brands format that shows a brand logo, a custom headline and a small set of your products in a single banner. It appears most visibly at the top of the search results, though Sponsored Brands can serve in other placements too. It requires Brand Registry, and it is the format most Sponsored Brands budgets should start with.

Why it is the workhorse

The product tiles carry the things a shopper uses to decide: price, star rating and delivery badging. A shopper who clicks has already seen those signals, which is what separates this format from purely brand-led placements. You are not only buying attention at the top of the page, you are pre-qualifying the click.

The three decisions

1. The headline

One line of your own copy, above the products. The phrasing that works is generally already written by your customers, so take it from reviews rather than from a brainstorm. Test headlines first, before touching anything else, because the headline is the cheapest variable to change and the one most likely to move click-through rate.

2. The products

Lead with products that convert, not products you wish converted. The banner is a shop window, and the tile that persuades the shopper to click is usually the one with the strongest reviews at a sensible price.

3. The landing page

The landing choice changes what the click is worth. A detail page offers the purchase immediately. A Store or landing page trades that immediacy for the chance that the shopper buys something else of yours instead.

Testing discipline

Keep one creative per ad group. When an ad group holds several creatives, impressions concentrate on one of them, so a side-by-side comparison inside one group is not a test. Isolate creatives and change one variable at a time, on a ladder: headlines first, then images, then which products appear.

Worked example

Suppose you want to know whether a benefit-led headline beats a feature-led one. Two creatives in the same ad group will not answer that, because the impressions will not split evenly. Two ad groups, one creative each, same targeting and same bid, will. Run it long enough to collect a meaningful number of clicks rather than a meaningful number of impressions, since the click is the behaviour you are testing.

Pairing

Product Collection sits well alongside Sponsored Products and Sponsored Brands Video on the same term. Multiple presences on one results page tend to lift the Sponsored Products campaign's conversion rate rather than simply splitting the same demand.