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Facebook Marketing Partners
Improving Ad Performance with the Carousel Format
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Last year, we introduced the carousel format for Facebook ads (referred to as Multi product ads), which lets advertisers showcase multiple images in one ad. Since then, advertisers have seen carousel link ads drive 30 to 50 percent lower cost per conversion and 20 to 30 percent lower cost per click than single-image link ads.*
Given the overwhelming success of carousel link ads, we’re extending the format to mobile app ads and showing how advertisers are using the carousel format in creative ways across ad objectives.
*Analysis spanned nearly 9,000 ad sets testing carousel link ad units against single-image link ad units.
Mobile app ads in the carousel format
The carousel format gives advertisers an interactive canvas for showcasing their brand and products, and now mobile app developers have access to the same ad format for app install and engagement ads.
Drive better engagement
Supporting up to five images with links that people see by swiping left, the interactive format grabs people’s attention. And, carousel format insights tell advertisers which links in the ad are performing best and give the option to let Facebook optimize the order of the links based on engagement and expected performance. Early analysis shows that this optional feature has helped increase click-through rates by an average of 12 percent. Additionally, Call To Action buttons are also now available to be used with carousel format in the API.
Use carousel link ads across ad objectives
Advertisers are using the carousel format at every stage of the sales funnel. As a reminder, the carousel link ad allows you to showcase multiple images. You can carefully select the order and selection of the images, or allow Facebook to optimize this selection.
Availability:
- Link ads in the carousel format: available to 100% of advertisers globally in API, Power Editor, and Ads Create Tool
- Dynamic product ads in the carousel format: available to 100% of advertisers in the API and gradually rolling out in Power Editor
- Mobile app ads in the carousel format: available to 100% of advertisers globally in API, available in Power Editor later in the quarter
API Documentation: https://developers.facebook.com/docs/marketing-api/mobile-app-ads/v2.3#create_carousel
Developer Blog Post: https://developers.facebook.com/ads/blog/post/2015/05/11/carousel-app-ads /
