Create Facebook Carousel Ads That Run Circles Around the Competition
Since Facebook launched carousels in 2016, brands have used the function to showcase multiple products and offers. Two years later, this shiny, cool new toy has become commonplace in newsfeeds, meaning businesses that use it are no longer unique. But marketers can channel the competition into smart Facebook carousel ads that will run circles around rival brands. Persado Global Solutions Consultant for Paid Media Kirill Gil shared four insights to supercharge results.
Are Facebook Carousels More Effective Than Other Ad Types?
Facebook reps frequently push carousels, spilled Kirill Gil. They’re good for increasing engagement — users can click through on the post to see the other images and copy. This is great for Facebook, particularly if the goal of the campaign is engagement, since it increases the perceived value of the ad. But Gil warned that engagement doesn’t equal conversions. “Before doing this, a/b test different ad types with multiple assets to see if carousels move the needle,” he said. “Otherwise, you are sacrificing a lot of copy and imagery, potentially decreasing your most important KPI.” Try comparing the performance of ads using only one image with carousel ads. If the results are the same, it may be best to go with the single image to avoid the complexity associated with setting up carousels. But if a brand wants to showcase multiple products and has an ever-flowing fountain of creative juices, then there’s no harm in doing a carousel instead. PS: Make sure to set up the campaign goal to reflect your actual goal. See more tips on creating Facebook ads that actually work here.
What About Facebook Carousel Animation?
Video, video, video! In case you’ve been living under a rock for the last decade, you know video is the golden child of marketers and Facebook reps. Businesses can put animated images within carousels, too. “But before using any kind of animation within a carousel, test it against static images to make sure the richer format contributes to the KPI,” Gil advised, adding that in his experience, there is significant number of instances where static images perform best. “Animated images are a pain develop and to set up, anyway! Why do something that probably won’t increase conversions?”
Facebook carousels have room for 10 tiles. Using all of them won’t necessarily earn you a gold star. “Marketers like to think users are heavily engaged, and agencies like stories so they load up on carousel tiles” Gil said. “Not everyone has the patience to scroll through 10 tiles.” The key is to make sure the first frame is as appealing and full of information as possible so users don’t have to put in all that effort. When order is not vital, Gil recommended testing different ways to reshuffle the cards and see which best accomplishes the campaign goal. You can even play with headline order (even if you are using dynamic ads), such as testing putting prices before and after product titles, to see which performs better.
A Word About Character Counts
When it comes to email subject line length, size doesn’t matter, according to Persado research. But when it comes to Facebook carousels, only 40 characters will show per tile. Keep it short. If you have a bunch to say, try adding some text on the images (just be sure it doesn’t take up more than 20% of the image — Facebook doesn’t like that), putting some in copy and just plain self-editing allow the most important aspects of the ad to shine.