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How to get the most out of Facebook Carousel Ads

Facebook is now rolling out carousel ads widely across all ad types and I get a lot of questions about the best way to use this new ad type. Initially this ad type was meant to show multiple products in one ad.

2 min read

How to get the most out of Facebook Carousel Ads

Facebook is now rolling out carousel ads widely across all ad types and I get a lot of questions about the best way to use this new ad type. Initially this ad type was meant to show multiple products in one ad. Essentially a strategy Facebook used to tease e-commerce clients to buy more ads on Facebook. However, there are some really interesting cases I’ve seen and would like to share with you in this article.

Why should you use Facebook Carousel Ads?

If you’ve ever created a Facebook ad you’ll know the feeling when you run into the limits of how much you can tell in only one ad. Typically you have less then 90 characters to leave a message and it even differs on both mobile and desktop versions of your ad. Facebook Carousel ads allow you to go into more detail, tell a story or show up to 5 different items.

Which use cases have been highly successful?

  • Showcase your best products: Carousel ads are a great way to show multiple products in one ad. Essentially giving you a better chance to trigger a customer to click on your ad.
  • Highlight product details: If you have product which has different USPs you want to highlight, or literally different angles you want to show, carousel ads are the way to go.
  • Tell your story: this one I’m most excited about. Let’s say you’re running a men clothing service like thecloakroom.com, you’ll want to explain how this exactly works to your future customers. With carousel ads you use every ad as a step in your explanation process.

These are the first results we found with carousel ads:

  • Lower cost per acquisition by 30-50%
  • Lower cost per click by 20-30%

Best practice targeting for Facebook Carousel ads

Besides basic targeting carousel ads work especially well using website custom audiences to retarget your website visitors. This allows you to show a certain set of products to visitors of specific webpages making your ads even more relevant to your audience.

How do you optimise a carousel campaign?

A Facebook Carousel ad is just like any other link ad. Using oCPM as your bidding strategy you can optimise you ad’s delivery to those who are most likely to convert. But if for some reason your ad is not running well, don’t hesitate to test out a CPC or CPM strategy as well. You can out our bidding guide to learn more about advanced  bidding strategies.

Another great optimisation strategy is that Facebook will automatically optimise the delivery with those images most likely to lead to a conversion. This basically means the order in which your images appear. You can also choose to turn this off in your ad’s settings.

How about your experience with Facebook’s carousel ads? Let us know in the comments!

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