CollectionBoost best practices

CollectionBoost is a program that allows merchants to advertise their products in customized collections (created and curated by merchants) which will be placed in premium/highly visible locations on the Wish App and wish.com, including:

• Search: A collection will be the first tile of Wish’s search results
• Related tab: A collection will be the first tile of a product’s related tab
• Banners: Wish homepage banners, themed banners
• Other high-visibility placements: Blitz wheel, History Page, Shopping Car

To help maximize the impact of your CollectionBoost campaigns and increase your sales, we have prepared the following best practices Q&A. For more information on what CollectionBoost is and how to create a collection/set up a campaign, see here. 

1. How should I determine my Collection Name and Collection Logo?

Your Collection Name and Logo are the first things customers will see when your collection appears for them, and will primarily be what gets customers to click on your collection. It is important that both the name and logo image are consistent with each other and the products you have included in your collection.

Ensure your logo image is visually appealing, high quality, and accurately represents the products in your collection. See below for logo image examples:

Your collection should have a name that accurately reflects any of the following categories for the products you have included in your collection:

• Theme (Halloween, New Years, Holiday Season, etc.) 
• Product category (headphones, jewelry, band shirts, etc.) 
• Brand (Nike, Playstation, Apple, etc.)

A customer should be able to read the name of your collection and immediately understand what type of products they will find in that collection.

The collection highlighted in the image below is entitled “toys for kids” and pairs this name with a relevant image, allowing customers to quickly understand what types of products this collection will contain.

2. How should I select my Search Terms?

You will have the option to select Search Terms when creating your collection. When you have a running campaign and the user is searching for these Search Terms, your collections will show up. When entering your desired Search Terms on the Create a Collection page, the Suggestion Score for your entered keyword will display below the text field.

The Suggestion Score is an estimation of the quality of the Search Terms you provided. A higher score indicates better reachability and impact of Search Terms, which may lead to more Collection Impressions. Select Search Terms here that are both relevant to the products in your collection and that will keep your Suggestion Score high.

Additionally, our Search Term Tool allows you to enter a Search Term and view its Estimated Potential Reach and Estimated Competition. 

Search Terms with a higher Estimated Potential Reach usually have a higher Estimated Competition, and it may cost more to win bids for the usage of these Search Terms. If you have a higher budget, you may find it most effective to spend more on Search Terms with higher Estimated Potential Reach that could potentially maximize your Collection Impressions. If you have a lower budget, you may get the most value out of your Search Terms by finding Search Terms relevant to your collection with a lower Estimated Competition and a high Estimated Potential Reach.

3. How should I select my Related Products?

You will have the option to set Related Products when creating a collection. These products will be utilized to optimize the placement of collections that you are running campaigns for. 

The product IDs or URLs you enter here should have some type of relevancy to the products in your collection. For example, if you are selling dumbbells, you would ideally select Related Products that include other dumbbells, exercise bands, and any other home gym equipment. Please note that you can include product IDs or URLs from other merchants’ products here, as well as your own products. You may find product IDs for your own products under the Product ID column in Products > View All Products.

You can find product IDs for other merchants’ products in the URL of the product you want to add.

4. How do I determine what to bid on my Search Terms?

The more you pay for your Search Term bids, the higher chance you have to win the bid and maximize Collection Impressions. When setting your bids on the Create Campaign page, you will receive a tooltip message recommending that you increase your bid if you have entered an amount that is too low to be a competitive bid for a popular Search Term.

In the example image above, the Search Term “portable speaker” requires a bid of $7.5 or higher to be in contention for advertising. You will still be allowed to set your bid if it is below the threshold amount for advertising. If your bid is empty or the Search Term is not selected for advertising, you will not be charged for that Search Term. The total spend for your campaign will simply be the sum of the bids of all your accepted search terms.

You can view the result of a bid auction and invoice of the campaign in the dropdown menu for your selected campaign in the Campaigns tab on the Manage your CollectionBoost page. If you win the bid for your Search Term, you will see the Status shown as Accepted under the bid Status column. If you lose the bid, the Status will show as Rejected.

5. How often should I run CollectionBoost campaigns?

The more frequently you run CollectionBoost campaigns, the more opportunities your collection will have to be seen. All campaigns will run for a week at a time, starting on a Monday - if you check Auto Renew when creating a CollectionBoost campaign, your selected campaign will automatically run again for a week after the current campaign ends. Auto Renew can be toggled on/off on the Manage Campaigns page. We recommend experimenting with campaign frequency to determine what is most effective for your needs.

6. How else can I optimize my CollectionBoost campaigns?

View metrics such as your Collection Impressions, Clicks, and Total GMV under the Campaigns tab on the Manage your CollectionBoost page to gauge the overall effectiveness of your campaigns. Keep in mind that multiple variables will impact campaign performance, including your selected Search Terms, Relevant Products, Collection Name/Logo, etc. After you have run a campaign, try changing one component and running the campaign again, and see how this affects campaign performance. This will allow you to identify the winning elements of your campaigns and optimize future performance.