One of Facebook's newest ad units is also one of its most versatile. With Carousel Ads, direct response advertisers are given extra space to get creative -- and brands are taking full advantage of the opportunity. When marketers invest time in building compelling interactive ads, cost savings follows - according to Facebook, Carousel Link Ads drive 30-50% lower cost-per-conversion and 20-30% lower cost-per-click than single-image link ads.
Whether you're marketing one product from multiple angles or unifying a collection, Carousel Ads are an effective way to increase your bottom line. Let's take a look at how it's done:
1. Continuous Canvas
Carousel Ads display to Facebook users as panes that they can scroll through if they swipe on mobile or click an arrow on desktop. One clever way to entice users to scroll through to the last image is to show them only a piece of a bigger picture; that way they will be more likely to follow through to the end. This approach lends itself well to repurposing banner ads.
2. Time Lapse
Carousel Ads are a great way to illustrate incremental progress or note the passing of time. In the example below, a mobile app developer lures gamers with bigger and better armor if they progress through many levels of gameplay. Ecommerce brands could use Carousel Ads to showcase how their mobile app enables a product purchase, delivery, and positive outcome, step by step. The sequence of using an app or service to achieve a desired result is a great way to put customers in a receptive mindset.
Native advertising on Facebook is meant to blend in with its surroundings, so it's your job to make ads pop! One easy way to call attention to your message is to use bursts of color that stand out in a sea of engagement, baby and pet posts. In the DPA below, Experian picks a brilliant blue to get some eyeballs on its Credit Tracker tool.
4. Trusted Source
Of course you have nothing but glowing things to say about what you're advertising. But what is everyone else saying? Featuring customer testimonials or recognition from an outside party is a great way to build credibility with a target audience that is not familiar with your brand and boost conversions. Below, a styling tools company calls attention to a "Best of Beauty" award their hair dryer has received from Allure Magazine.
5. International Flair
If you're marketing globally, you're likely dealing with a whole new set of languages and customs. Advertisers who take the time to adapt their creative accordingly will see dividends down the line. To boost Carousel Ad CTRs, installs and purchase rates, make sure your images are relatable to your target audience, do some research to determine whether translation is necessary, and keep in mind that currency may also factor into your copy strategy.
I've said it before, and I'll say it again - a creative refresh is one of the best ways to keep ads performing at the height of their potential. With Carousel Ads, the possibilities for iteration are endless - so it's up to advertisers to keep feeding the funnel with compelling creative.