Carousel format for Facebook ads

Creative use cases across objectives April 2015

Johnny Tri Dung

Promote your business front and center in News Feed

Source: Facebook Earnings, Q1 2015

890M  people visit

their News Feed every day

The  carousel  format  is  a  best  prac6ce  ad  format  that  provides  you  with  more  crea6ve  real-­‐estate  in  News  Feed  

and  drives  people  to  your  website  or  mobile  app  to  convert.  

Ads in the carousel format

•  Showcase up to 10 clickable images within a single ad unit

•  Allow Facebook to optimize the order of the images for each person

•  Get insights on top performing images

Ads in the carousel format

•  Showcase up to 10 clickable images within a single ad unit

•  Allow Facebook to optimize the order of the images for each person

•  Get insights on top performing images

Ads in the carousel format

•  Showcase up to 10 clickable images within a single ad unit

•  Allow Facebook to optimize the order of the images for each person

•  Get insights on top performing images

The carousel format drives results

30-­‐50%  decrease  in  CPA  

20-­‐30%  decrease  in  CPC  

When comparing carousel link ads to standard link ads, advertisers saw

Source: Facebook internal study across 9k ad sets testing carousel link ads and standard link ads, 1/15/15-2/15/15

Use the carousel format across objectives  

Awareness

Consideration

Conversion

Drive awareness with eye-catching creative

Drive awareness by telling a story through each image

Drive awareness by telling a story through each image

Drive consideration by showcasing top categories

Drive consideration by showcasing different

images of the same product

Drive consideration by showcasing different

options of the same product

Drive consideration by showcasing different benefits of your products

Drive mobile app installs with eye-catching creative

Drive conversions by re-targeting people that viewed your video advertisement

VIDEO CAROUSEL LINK AD

Drive conversions by showcasing products they’re already interested in*

Your website or app Dynamic Product Ads

*requires the Custom Audiences pixel

NoMoreRack saw a

45%  decrease in post-click cost per conversion

Drive conversions

Source: Facebook case study, Jun 2014

by showcasing top products in category to website visitors

Drive conversions by showcasing different promotions

Shutterfly saw a

20%  higher click-through rate compared to standard link ads

Source: Facebook case study, Feb 2015

Getting started

1 Identify an upcoming promotional campaign

2 Upload up to ten pieces of creative

3 Choose if you want the order of your creative optimized

4 Review the ads reporting tool to view top performing links

The  carousel  format  is  a  best  prac2ce  for  your  crea2ve  on  Facebook    

Appendix

Anatomy of the carousel link ad

TEXT  

IMAGE

HEADLINE + DESCRIPTION

SEE MORE DISPLAY URL

•  Four to eleven click targets •  1:1 images •  Headline and description for

each image

Carousel link ad best practices

Basics Audit all of the links on desktop and mobile. Make sure they work.

Images Make sure creative for the carousel link ad is beautiful and fits the unit. (shoehorning link ad creatives into the carousel link ad does not work well.)

Text Use the text space under each of the images, especially for direct response. Keep it short, don’t leave it blank. i.e. list product name, price, benefits, or even call to action.

Bid Put sufficient budgets toward oCPM ads. The initial dollars are for training the system, the later dollars will drive most performance

Insights Evaluate performance holistically across all campaigns against the same audience. Best practice is to set up a standard link ad and a carousel link ad in same ad set, and let Facebook find the best performer. If the carousel link ad campaign has separate budget and targets the same audience as existing standard link ad campaigns, the outcome is not valid comparative data. Our auction de-dupes within an ad account.

Get Help Report any concerns, issues, and questions through your FB contact.