Drive results for any campaign objective

Multi-product ads can work with any of the Facebook targeting options available to you. From driving intent with a person who has never interacted with your brand to enticing a customer that has added items to an online shopping cart, multi-product ads can drive action at any stage of the purchase funnel. We’ve seen success for this ad unit across all verticals where advertisers have used rich imagery to showcase specific products, services or benefits.

Multi-product ads

Designed for direct response objectives, multi-product ads showcase 3-5 products within a single ad unit that’s in-stream and native on Facebook across any device. Each product highlighted has its own image, description and click target that directs people off of Facebook to a specific location on your website.

Drive traffic to your website with Facebook multi-product adsWith more than 1.3 billion people1 visiting News Feed on average of 14 times per day,2 Facebook provides an incredible opportunity for you to capture the attention of people you want to reach and drive them to your website on any device.

Multi-product ad on desktop Multi-product ad on mobile

Text

Image

Headline

Link description

1 Facebook internal data, June 20142 IDC, “Always Connected,” March 2013

Improve click-through rateA dating service used multi-product ads to tell a story about their service. Each image drove traffic to the same sign up landing page, increasing CTR by 1.2x over link ads, and ultimately lowering CPAs for the advertiser.3

Find new customersAn online book retailer paired multi-product ads with Facebook Core Targeting to find new customers. The company used images of its top selling books to drive sales. The result was a 95% increase in click-through rate (compared to a link ad) and a 61% decrease in post-click cost per conversion on mobile. 3

Decrease cost per leadA financial services company used the multi-product ad to present three key benefits of a single product, decreasing cost per lead by 40%. Compared to a similar link ad, the multi-product ad saw a 57% increase in CTR. 3

Design recommendations

Use these guidelines to design an

ad that looks good everywhere it

appears on Facebook.

• Image size: 600 x 600 pixels

• Image ratio: 1:1

• Text: 90 characters

• Headline: 25 characters

• Link description: 30 characters

• Your image may not include more

than 20% text.

Ad Creative Recommendations

Use these guidelines to capture

your audience with compelling ad

creative on Facebook.

• Use product imagery when

targeting people who have visited

products on your website.

• Reach prospective customers with

lifestyle imagery.

• Create a theme for images in your

multi-product ad.

• Test different creative strategies

such as storytelling, product

imagery, or lifestyle imagery to see

which works best for you.

3 Facebook internal data, June 2014