Did you know that “carousel ads have a 72% higher CTR, or click-through rate, than single image ads?”
And, they “drive 30-50% lower cost-per-conversion and 20-30% lower cost-per-click than domain ads?”
If you’re looking for a way to up your Facebook advertising game and start driving more results at a lower cost,
Facebook carousel ads could be just the thing your campaign needs.
So stick around because today we’re showing you how to create Facebook carousel ads with setup best practices.
And at the end of this post, we’re sharing carousel ideas for your business to use, because they’re not just for eCommerce.
Let’s start by defining what Facebook carousel ads are.
What Are Facebook Carousel Ads?
“The carousel format lets you show 2 or more images and/or videos in a single ad, each with its own headline, description, link, and call to action.
To scroll through a carousel, people swipe on their mobile device or click the arrows on their computer screen.”
So essentially, it lets you use multiple creatives all in 1 ad.
And you can use the cards to show different pictures or videos…
…or the cards can make up one big image.
We think part of what makes them so effective is how interactive and immersive they are for the user.
How To Set Up Facebook Carousel Ads
Step 1: Head to business.facebook.com/adsmanager and hit the green Create button and choose the campaign that best fits your goal.
The only campaigns that you can’t run carousel ads on are engagement and video views, but all other objectives are fair game to choose from.
Step 2: From there, you’ll want to set up your campaign settings, your budget, schedule, and target audience the way you normally would.
If you need more instructions on these sections, read our how to create Facebook ads post next.
And we would highly suggest you read our Facebook ads targeting post too.
This is so that you can get the campaign and ad set levels of your ad campaign set up for success with really smart targeting.
But for this post, we’re going to keep moving so we can get to the carousel-specific parts.
For placements, the only placements not compatible with Facebook carousel ads are:
- Instagram shop,
- Instagram Reels,
- Audience Network Rewarded Videos,
- Audience Network In-Stream Videos,
- Messenger Stories and
- Messenger Sponsored Messages.
Also note that the Messenger Inbox placement is currently unavailable for carousel ads in the United States, Canada, France, and Australia.
So pick from the remaining compatible placements as to where you want to display your carousel ads.
Step 3: After that, click the blue Next button to get to the ad level.
On this screen, make sure you have the correct Facebook business page and/or Instagram account that you want selected.
Step 4: And then, scroll down to the ad setup.
Now you can see on this screen that Facebook automatically selects dynamic formats and creatives.
This isn’t really something we would select as a service-based B2B company.
But if you sell products or own an eCommerce store, you’ll want to utilize this tool.
Basically, you provide a product set, ad text, and description options.
And then, Facebook creates multiple versions of your ad with different formats and destinations…
…and delivers a different version to different people based on what Facebook thinks they’re most likely to respond to.
If that sounds like something you could benefit from and you want to learn how to do that, check out our post on how to set up your Facebook product catalog.
Step 5: But for this post, we’re going to go back and turn that off, and then under Format is where you’ll want to make sure carousel is selected.
You can manually choose the images, videos, and links for your Facebook carousel ads, which is the route we’re going to take in a second.
But if you want to do the basic dynamic ads, you can select that option here.
And just to quickly explain, this will automatically create ads from a catalog and product set of your choice.
The difference between this dynamic option and the one we showed earlier is that…
…this option sends people who click on a product in your ad directly to that product’s specific web page.
It doesn’t change up which pictures go with which descriptions on their own like the previous option did.
It just pulls from your product catalog the way that it is.
Step 6: But as we said, we’re gonna go with the manual option, and we’re going to click Select image.
We’re just uploading random pictures for the sake of showing you how.
But after this, we’ll talk more about carousel ideas and what kind of pictures to actually use.
Step 7: You can add a headline and description, and you’ll need to enter the URL that you want that picture to direct traffic to.
Depending on how many cards you want, you can click add media to add another one.
And you can just click the editing pencil on each one to fill in the image or video, the headline, description, and URL for each one.
And to be clear, when you choose the manual option like this, these are the same exact cards that will be shown to everyone in your target audience.
If you want different products or different cards to be shown to different people, you need to go with one of the dynamic options.
Step 8: You can also select a CTA button from the list of options.
Or, you can choose no button if you want more character space for your headline, particularly on mobile viewing.
You can see how your ads look to the right in the preview window which will update in real-time as you make changes.
Step 9: Once you’ve got everything looking the way you want it, you can hit the green Publish button.
So that’s how you set up Facebook carousel ads.
If you want to see the full tutorial of these steps, then simply watch the video at the top of this post.
But before we get into some carousel ideas for your business…
…just a reminder to check out our new social media ads training course if you want to level up your skills in social advertising.
Now let’s go over some Facebook carousel ad ideas for your business including some of the best practices for image selection and copywriting.
5 Ideas For Your Facebook Carousel Ads
- Display your products
- Use each product to display a service
- Paint a story from your consumer’s perspective
- Use all of the cards to make one big picture
- Take one of your how-to blog posts and use each card as a step
Facebook carousel ads are most commonly used for eCommerce stores, so the first idea is…
Doing so provides a shopping experience where users can swipe through your products right within Facebook.
And building engagement like that is not only good for building brand-consumer trust and brand recall, but it’s also retargetable.
Just their swipes through are retargetable even if they don’t click.
But if they do actually click to your site, you can do really specific retargeting.
This can be done by showing people individual product carousel ads of the exact product they viewed on your website to remind them to make a purchase.
If you don’t sell products, you can still use each card to describe the services you provide.
Maybe you have different packages, or maybe you have 1 service that can be used in different ways.
Use the photos, headlines, and descriptions to make your services digestible and easy to understand at a glance to viewers.
This idea for your Facebook carousel ads could work for any business or industry.
Whether you’re B2B or B2C, either way, your target audience has a problem that your product or service solves.
So you can use each card to depict how a consumer’s needs get met as a result of utilizing your company.
You can do this literally by using the cards as like a storyboard, or you could do this by using testimonials, before and afters, or user-generated content.
This will stand out in users’ feeds when they’re scrolling through, catching their attention to hopefully, stop them mid-scroll.
You’ll just want to make sure the image is obviously tied to your product or service.
You don’t want people to see a huge image and then be like… what is this for?
If people are confused, they will not stick around to figure out what your ad is about. They’ll just keep on scrolling.
Sometimes we see small business owners make the mistake of trying to be cute or cool with their image selections…
…at the expense of being practical or explanatory because they see huge name brands like Nike using simplistic, minimal creatives.
But unfortunately, small businesses don’t have the same luxury of using creatives that way because most people have never heard of your brand before.
You have more legwork to do than someone like Nike.
So if your ad has successfully gotten someone’s attention, don’t lose it by making them work to figure out what it is you can offer them.
For instance, a grocery store could post a how-to on how to make bread, with each card being a step with a photo that depicts the step.
And the implication, of course, is that they have all the ingredients you need to make this bread.
So that about wraps up everything on how to create successful Facebook carousel ads!
If you need more help with your FB ad campaigns, don’t hesitate to work with our Facebook advertising agency today.
We would love to hear from you!