The document discusses the carousel ad format for Facebook, highlighting its effectiveness in promoting businesses by showcasing up to 10 clickable images in a single ad unit. It notes significant performance improvements, including a 30-50% decrease in cost per acquisition (CPA) and a 20-30% decrease in cost per click (CPC) when compared to standard link ads. Best practices for using carousel ads include identifying campaign goals, optimizing image order, and leveraging insights from ad performance reports.

1. Carousel format for Facebook ads
Creative use cases across objectives
April 2015
Johnny Tri Dung

2. Promote your business front and center in News Feed
Source: Facebook Earnings, Q1 2015
890M
people visit
their News Feed
every day

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. 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. 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. 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

8. 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

9. Use the carousel format across objectives
Awareness
Consideration
Conversion

10. Drive awareness
with eye-catching creative

11. Drive awareness
by telling a story through each image

12. Drive awareness
by telling a story through each image

13. Drive consideration
by showcasing top categories

14. Drive consideration
by showcasing different
images of the same product

15. Drive consideration
by showcasing different
options of the same product

16. Drive consideration
by showcasing different
benefits of your products

17. Drive mobile app installs
with eye-catching creative

18. Drive conversions
by re-targeting people that viewed your video advertisement
VIDEO CAROUSEL LINK AD

19. Drive conversions
by showcasing products they’re already interested in*
Your website or app Dynamic Product Ads
*requires the Custom Audiences pixel

20. 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

21. 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

22. 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

23. Appendix

24. 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

25. 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.