Posted by : Minimoo Friday 4 December 2015

With Facebook’s release of Carousel Advertising, Decimal looks at how you can use this function to get the most from your ad-spend.


Have you noticed something funny about Facebook Ads lately? No, it’s not your imagination; it’s Facebook getting clever by optimising space and making most of advertising opportunities.

In June 2015, the folks at Facebook announced the launch of new multi-product ads, especially for direct response advertisers. These “Carousel Ads”, as Facebook calls it, enables advertisers to feature 3-5 images within a single ad unit. Each image has its own description and click-through URL.

Native to mobile advertising, the mobile view allow users to swipe from left to right to their hearts’ content, while Facebook has also introduced a desktop version that encourages users to move between images by clicking on the left or right arrows.

But what are the benefits of investing in Facebook’s Carousel Ads for advertisers? Carousel Ads allow advertisers to offer more products, giving the viewer more options and information, and driving 10 times more traffic to their websites. The ads also generate 20-30% lower CPC (Cost per Click), compared to the standard link ads with a single image. The average 5.75% CTR (Click Through Rate) from a Carousel Ad is also a great incentive. The increase in placement cost is easily justified by scale and cost efficiencies.

“Carousels are a major push for Facebook,” said Don Mathis, CEO of Kinetic Social, a Social Marketing Tech Firm. “The pricing is competitive and the performances are stellar.” 

Facebook lists the benefits as follows:

-Increased web traffic
-Improved conversion rates
-Stronger marketing results
-Cost per acquisition efficiencies

But, like any other Social Media strategy, to get these benefits you need a detailed plan. Carousel Ads are best used when you want to showcase multiple items/topics in a single post. Your grouped images should motivate a single action from your target market. Chad Martin from VML, a problem-solving organisation with expertise in marketing communications, interactive advertising, and design, notes that a lot of clients find success by placing a single ad on Instagram and then a Carousel Ad on Facebook. This ensures that the consumers clicking through on Facebook have already shown an interest in your product, and are now looking for more information before making their purchasing decision online.

Carousel Ads can be used in the following ways:

Showcasing Multiple Tools:


Displaying Different Features of a Service:


Displaying Multiple Offers:


Showcasing Multiple Images/Parts of a Product:


Communicating Several Benefits of a Product or Service:


Gabi Barbosa, writer for www.driftrock.com, notes: “Everyone has been talking a lot about multi-product ads being great for ecommerce, but most other types of businesses can also get fantastic results from them.”

As a new Advertising function, this might all seem a little overwhelming. Also, the feature is only available through Facebook API application. So, if you want to get into the new trend, contact Decimal’s Social Media experts, and we can get you a VIP ticket into the fair, for a blood-pumping ride on the Carousel.





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