February 24th, 2025 | 2 min. read
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Leveraging ad collections on Facebook
Rather than relying on standalone promotions, Metro Parent used what is known as “ad collections” in its Facebook ad campaigns.
This method involves running ad sets with link posts to five sponsored content articles for 30 days, allowing Facebook’s algorithm to dynamically optimize delivery to specific users most likely to engage throughout the month.
Each campaign integrates:
- High-value storytelling designed to inform, inspire and engage parents.
- Advanced audience targeting, including factors like age, location, parenting stage, interests and online behavior to ensure content reaches the most relevant and engaged users.
- Meta’s real-time performance optimization for peak efficiency
The results: CTRs frequently exceeding 7%, significantly outperforming industry benchmarks at 1-2%.
Why the ad collections approach works
Paired with the right targeted audience, this strategy capitalizes on the algorithm, connecting users to content they’re eager to engage with, click through to read and share.
A catalog of evergreen content used in ad collections lets advertisers maintain an effective brand presence over time without creating new content.
This approach works well because the collection allows an advertiser to showcase stories that have been developed over time and placed at key times of the year.
This allows the advertiser to get continued value from content that may have been produced months ago but is still relevant.
Industries that have seen success
Metro Parent’s Facebook ad strategy has driven strong results across multiple industries, with potential in travel, healthcare, education, consumer brands and more.
Guided by Metro Parent’s deep experience with social media, audience and content, advertisers achieve higher conversions and broader brand awareness.
“Great content is only as powerful as its distribution,” says Alexia Bourkoulas, CEO of Zoe Marketing & Communications. “Our team of experts makes sure sponsored stories reach the right audience at the right time, delivering tangible results for our clients.”
Next steps for harnessing story collections on social media
Want to see how we can increase your click-through rate up to 8%?
Still exploring your options? Learn more about:
- Are sponsored content articles right for your business?
- The importance of diversifying your marketing beyond social media
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