Facebook carousel is a carousel ad format. The carousel allows you to show up to 10 creatives with images or videos to your customers. Each slide in the gallery, except for multimedia objects, contains a link to the landing page.
The carousel is effective when advertising a group of products, or if the product needs to be shown from different angles. The carousel can be used not only for the direct advertising of products but also for creating stories. Next, we will analyze the features of using the carousel on Facebook.
1. Cost per conversion is lower than other ad formats
Facebook data, this ad format can reduce CPA by 30-50%, and CPC by 20-30%. Such results were shown by testing 9,000 ads.
2. Support video format
Video ads generate 48% more sales than static ads. This says AdMob study. In that case, why not use this format in the Facebook carousel? Moreover, this ad format allows you to upload several videos as creatives at once. You can find the technical requirements in the Facebook Help Center. This will allow the business to give customers more information about the company and its product.
Important ! Although video is supported, carousel ads cannot target Video View or Engagement .
3. Storytelling Tool
The Facebook carousel provides as many as 10 slides for the advertiser to communicate with his target audience. Use this opportunity for storytelling! This can be a step-by-step instruction, a comic, a description of the processes of interaction with the product, stages of company development, etc.
If the material is of informational or entertainment value to users, they will be more likely to scroll through the carousel slides and go to the landing page.
4. Adjustable placement order and unique card stats
In the carousel, customizable order of cards. Ads have automatic performance detection enabled by default. The algorithm analyzes the clickability of each card and moves the most popular among the target audience to the top at the next display. If you want to disable this feature, in the Promotional creatives section, scroll down the page and uncheck the box next to Automatically show top performing cards first. Then the cards will again be displayed in the order in which you loaded them.
Important! Ordering cards by performance is active only in three placements – FB news feed, Instagram feed and Instagram Stories.
We would recommend that you do not immediately refuse this feature, as it can be very useful. For example, to carry out A/B testing. After seeing which products are the most popular among your target audience, you can always run other ad formats on them.
5. Advertising of a group of goods
The carousel eliminates competition in the search results among several products of the same brand. You can further increase the effectiveness of advertising by placing compatible, complementary products on the carousel. For example a guitar, a set of strings, a guitar case, a set of picks, a guitar polish, a stand, and a strap. Or: contact lenses, lens fluid, lens case, travel kit, and eye drops. By offering the right combinations to your customers, you encourage them to buy in bulk.
Findings
The Facebook carousel is an effective social media promotion tool if you use all its features to the maximum. Such advertising can suit completely different companies: real estate agencies, event agencies, retailers, jewelry and accessories brands, restaurants, and delivery services. Try, experiment, and get even more conversions from your ads.
Editorial Team
