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31 Oct 2014, Berlin, Germany --- ILLUSTRATION - the illustration picture shows the logo of facebook on an iPhone 5s in Berlin, Germany, 31 October 2014. Photo: Lukas Schulze/dpa --- Image by © Lukas Schulze/dpa/Corbis
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Vivian Nguyen
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Enhancing Facebook Ad Performance with Carousel Ads

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What are Facebook carousel ads you ask? Carousel ads also known as multi-product ads are a format of Facebook adverts, which showcase multiple images and links in one singular ad. You might’ve seen them pop up on your newsfeed as you’ve casually been scrolling through.

The Carousel format was introduced to Facebook in late 2014. Since then, Facebook has stated that advertisers have seen the ad format drive 30-50% lower cost-per-conversion and 20-30% lower cost-per-click compared to standard single-image ads.

Carousel ads are ideal for e-commerce sites as you are able to display multiple items with different ad copy on every image card. You are allowed a maximum number of five unique cards which all have different destination URLs. Having the ability to showcase more of your products on a singular ad may not only boost your click-through rate, but also allows you to show diversity and variety in your range. The key to attracting those browsing through Facebook is using high-quality imagery and posting any special offers in the headline of the ad, for example: “Free Shipping”.

Another awesome feature of this format is the ability to track which image card has driven the most clicks and conversions. If you are selling products through an e-commerce site and choose to exhibit different products, you are able to then see which items are most popular from your Facebook audience. There is an option to “automatically show the best-performing images and links first”, so you have the opportunity for Facebook to rotate and optimise your cards, depending on which images are acquiring the most clicks.

You can also utilise remarketing on Facebook by creating custom audiences to those who have already visited your website. You can specifically tailor your audience so that the most recent items that they viewed on your site are now popping up on their Facebook Newsfeed via your carousel advert. Pretty nifty, right?

Carousel or multi-product ads aren’t only limited to e-commerce sites, service providers and unique businesses can also use this effective format too. For example, service providers can highlight the different types of package deals they have, with prices of each package under the card image. Or businesses wanting to promote their blogs can link popular blog articles on each card. The opportunities are endless, you just have to get creative. Depending on your business and target audience, Facebook carousel ads can be the right marketing move for you.



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By Vivian Nguyen

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