Carousel format creative examples April 2015
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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.
Carousel format creative examples April 2015
- 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.