Improve ad performance with Facebook’s carousel format

Even though Facebook has made it increasingly difficult to achieve impressive levels of organic reach, a lot can be said for choosing the highly targeted nature of paid-for promotion anyway.

However, you can improve your ad performance to a greater extent by introducing Facebook’s carousel format. This feature was introduced last year and allows marketers to showcase multiple images and links all in one ad. This is therefore their attempt at coming up with a ‘one size fits all paid advertising solution’ that may well be the perfect fit for your own marketing campaigns requirements.

In May 2015, Facebook extended this format to mobile app ads as a result of its success among adopters and the fact smartphones are the device of choice among countless users. But what are the benefits of adopting Facebook’s carousel ads and how do you go about its implementation within your marketing campaigns?


Why choose the carousel format for Facebook ads in the first place?

With Facebook’s carousel link ads, you can:

  • Lower your cost per conversion or cost per click
  • Automatically optimise for your best creative units
  • Drive results across campaign objectives

In fact, when comparing this format to standard link ads, marketers have witnessed a 30-50 per cent decrease in cost per acquisition and a 20-30 per cent decrease in cost per click.


Examples of Facebook’s carousel ads

On a blog about the subject, Facebook gave numerous examples of how certain brands have taken advantage of carousel ads to boost their social media activity.

  • foodpanda – Through the use of the carousel format to promote its app, this mobile and online food ordering marketplace managed to increase click-through rates by 180 per cent and reduce its cost per install by 39 per cent. Very tasty indeed!
  • Neiman Marcus – When showcasing its Spring Shoe & Handbag Collection with the carousel format, Neiman Marcus achieved 3x more conversions and 85 per cent better click-through rates compared to other advertising efforts. Perhaps these boots were made for walking!
  • MVMT Watches – By retargeting people that had previously visited its website, MVMT Watches managed to increase click-through rates by 75 per cent thanks to Facebook’s carousel format. What’s more, this step also saw one of the lowest prices per acquisition the company has ever experienced. Tick Tock, this is not a wind up!


How to use the carousel format for Facebook ads

As seen from Facebook’s examples, carousel ads can be used to promote new products or retarget consumers that have previously shown an interest in the brand. However, they can also grab your audience’s attention, tell interesting stories and encourage users to take action.

Thankfully, Facebook is on hand to help you get the most out of this format. Select “Automatically show the best performing images and links first” and Facebook will then help as it will optimise the order according to what is getting the most clicks.

Also, when you provide Facebook with multiple images, it will create multiple ads under one set. This means your budget will get used on the best performing ad, making paid-for promotion an even more financially viable option. This should help boost conversion overall.


Need help?

However, if you want more help with Facebook’s carousel format, get in touch with the team at MintCandy. Our team of social media specialists can provide expert assistance on how to boost your paid-for promotion on sites like Facebook and Twitter but also offer up organic reach recommendations too.

Whatever you are looking to do online or socially, there are many different answers to your requirements that all require skill and experience to evaluate systematically.

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