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Carousel format creative examples April 2015

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Official Facebook document for its new and latest carousel format with detailed + clear creative example.

Hope you guys enjoy!
Johnny

Published in: Social Media
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Carousel format creative examples April 2015

  1. 1. Carousel format for Facebook ads Creative use cases across objectives April 2015 Johnny Tri Dung
  2. 2. Promote your business front and center in News Feed Source: Facebook Earnings, Q1 2015 890M  people visit their News Feed every day
  3. 3. 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.  
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. Use the carousel format across objectives   Awareness Consideration Conversion
  9. 9. Drive awareness with eye-catching creative
  10. 10. Drive awareness by telling a story through each image
  11. 11. Drive awareness by telling a story through each image
  12. 12. Drive consideration by showcasing top categories
  13. 13. Drive consideration by showcasing different images of the same product
  14. 14. Drive consideration by showcasing different options of the same product
  15. 15. Drive consideration by showcasing different benefits of your products
  16. 16. Drive mobile app installs with eye-catching creative
  17. 17. Drive conversions by re-targeting people that viewed your video advertisement VIDEO CAROUSEL LINK AD
  18. 18. Drive conversions by showcasing products they’re already interested in* Your website or app Dynamic Product Ads *requires the Custom Audiences pixel
  19. 19. 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
  20. 20. 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
  21. 21. 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    
  22. 22. Appendix
  23. 23. 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
  24. 24. 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.

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