adHub Showcase|Carousel Format Ads Performance Introduction and a Case Study

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*This is a schematic diagram.

More Complete Content X More Fantastic Visual Experience

Carousel Format has been providing since last year. It lets marketers put more than one creatives and links into a single ad. With this feature, marketers can use carousel format to tell stories. Also, Facebook Ads provide us a function to optimize the order of cards, and it will let the card with better performance show on the screen of user first. Additionally, the design of format amplifies the visual experience of users.

This quarter, with the release of Instagram Ads, carousel format, which has well performance on Facebook, also was supported in this new placement. Furthermore, now marketers can use video as the creatives of carousel format and deliver more message to users. Take car brand as an example. Before the update of creative format, marketers could only use images to show the appearances of cars. After the update was rollout, marketers can use videos to tell the concept, position of cars, and provide more complete information to attract users to buy their products. Also, the video put at the first card of the carousel ads will be played by system automatically, and the button of call to action will be placed at the end of video and the place under the video in order to attract users to do certain actions.

According to the data provided by Facebook, link ads with carousel format have lower CPC than non-carousel ads. Furthermore, Dynamic Product Ads, a kind of ads always uses carousel format, have best performance.  Facebook gives us an average number of performance, but adHub will give you a case study which sets bidding type, creatives, audiences, and schedule as controlled variables, and tell you whether the carousel format ad will perform better than non-carousel one, and tell you why does it happen.

adHub Case Study

導外站的連結廣告

*This is a schematic diagram.

This case is a series of Facebook ads which is delivered for graduation season. The creatives use similar color to construct the background and theme of the pictures, and show different products, A, B, and C, on each of the cards to emphasize the brand is able to provide users from main products to accessories. It also can attract users to click the cards. After users click them, users will be guided to the offsite page of certain products, so that the users can find more details of the products. In short, this carousel ad was transformed to the product catalog of the brand, and it deliver lots of information that non-carousel cannot reach.

Apart from this carousel ad, this brand also use product A and B to create two separate link ads which are non-carousel ads. Under the condition that creatives, bidding types, audiences and schedules are same, it is easy for us to compare the performance of carousel ads and non-carousel ads. We found that carousel ads have better CTR and cheaper CPC, and let me explain it below.

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Take the upper figure as an example. If we analyze the ad A and ad B, we will find that actually the performance of ad A is only a little bit worse than the carousel one, but the ad B is much worse than the others. Observing the data, we speculate that maybe the text and creative of ad B is not as attractive as ad A, so even if these two products share same brand value, customer loyalty, ad B still get a worse performance. However, when we checked the text and image of ad A and B, we found that there was no big different between the design of image and the content of text, so maybe to the audiences targeted, A was the more popular products. Simultaneously, we found that the card of A product was put in better position than B by the auto optimization function of Facebook carousel format ads.

From this, we can know that carousel format ads can let users see the more attractive ad, and more usefully one is that carousel format ads help products share risks with each other.  If one of the product the company want to promote in the campaign is not that attractive to users, there will have some other products balance the performance of ads. Thus, the carousel format ads can reduce the waste of cost.

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If we count the average data of non-carousel ads, we will find that the performance of non-carousel ads will much worse than carousel ads. At the part of CTR, carousel ads got 77% higher than non-carousel ads. And at the part of CPC, we find that carousel ads’ CPC is 55% lower than non-carousel ones. The result of our case is even better than the data provided by Facebook. That is, with the carousel ads, marketers can let brands use lower cost to get more clicks. Higher CTR means that there were more users were brought to brand’s website, and higher sales.

The strengths of the carousel ads are just below:

  • Optimize the order of cards automatically
  • Deliver more complete message in a single ad
  • Decline the risk of a single ads may generate, and increase the ROI of advertising

Of course, both the performance of carousel ads and non-carousel ads will need the help of system’s optimization, and the content is also important as well. Non-carousel ads is like a single piece of paper tapped on PC, but the carousel ads is like a sketch book. But how to transform the production on the sketch book to an art to sale in an auction? Just check here to get the best practice that we have summarized for you!

After reading this article, we hope that you have understood the advantages brought by Carousel Format. We accumulate quite large amount of experiences of marketers, and create an easier and more accurate advertising tool that can maximize the effectiveness of ads. If you are interested in our products, please get in contact with us !

Zoe Huang

Zoe Huang

Product Marketing Manager at adHub Inc.
adHub產品行銷經理 / 日本語対応可能
從學生時期就踏入社群經營的世界,擁有Facebook廣告優化經驗,也取得了Google AdWords證照。
除了用心做好產品管理、行銷、偶爾擔任課程講師之外,也致力於分享廣告優化經驗、新產品資訊給部落格讀者,希望可以獲得更多讀者的反饋。
Zoe Huang