Facebook carousel ads are probably one of the greatest Facebook advertising formats you can find on the platform.
It is engaging and only a few companies have mastered it.
On top of that, a carousel ad is a highly customizable format.
You can be very creative with it and offer an interactive/immersive experience to your audience.
So, if most of your ads are static images, and you are not well-versed in the art of the carousel ad yet - I suggest you keep reading!
[I have nothing against static ads but... You can do better! ] 😊
A carousel ad allows up to 10 images or videos (called "cards") to be shown in a single ad.
When you think about it, it increases the chances of your ad being clicked with every card.
In fact, it is proven that carousel ads achieve a much higher click rate than static ads.
According to Kinetic Social, the click rate on carousel ads is 10 times higher than on static ads.
I bet you want to learn more.
So let's dig into it!
What are Facebook Carousel Ads?
A carousel ad is an interactive format in which you can show up to 10 images or videos, each with its own record: a unique title, description, and link.
As I said earlier, the advantage of this format is that it encourages the user to interact with your ad.
The user is offered a live experience.
On a computer screen, the user can scroll through the cards by clicking on the small arrows. On mobile, the user scrolls through the cards by swiping.
With the carousel, the user has options and it is a golden opportunity for you to tell a story.
Actually, we have listed 12 different ways you can use carousel ads below.
And this format is effective.
According to an internal study conducted by Facebook, a carousel ad can provide:
A 30-50% decrease in cost per conversion (CPA)
A 20 to 30% reduction in the cost per click (CPC)
This is significant.
Characteristics of Facebook Carousel Ads: Ad Sizing and Specs
This format is more elaborate than others, so it is interesting to keep in mind the creative characteristics and technical requirements recommended by Facebook to create this type of ads:
Minimum number of cards: 2
Maximum number of records: 10
Recommended format: square (1:1)
Recommended resolution: 1080 x 1080 pixels
Title length: 40 characters
Length of the link description: 20 characters
Video length: up to 240 minutes (source)
Most Facebook ads are seen by mobile users so you should write very short titles and descriptions.
Otherwise, you run the risk of having your text cut off after a few lines.
You can also upload rectangular images and crop them directly on Facebook.
However, I would still recommend that you crop the images yourself.
For the videos, avoid using videos that are too long (more than 15 seconds) as this can make your carousel too heavy for the user.
For multi-product carousels, unless you already have a product catalog that you use for dynamic ads, aim for 5 or 6 cards presenting some of your best products. By giving the user too much choice, there is always a risk that they will get "lost" in your carousel and not perform any action.
Finally, carousel ads are compatible with all campaign objectives, except for the "interaction" and "video views" campaign objectives.
We'll see later in this guide how to make the most of carousel ads depending on the goal you've set for the campaign.
12 Different ways you can use Facebook Carousel Ads
1. Highlight a unique product
At first, you would think this format to be more dedicated to the promotion of a multitude of products.
You are right but think again.
You can actually use it to highlight a single product in detail.
For example, you could create a panoramic image of a single product or highlight its specific features with each card.
You could also show all the key benefits of the product and all its different use cases.
Here is another example:
2. Show users how to use your product
There is no better way to show the value of a product than by showing how it works.
You can use Facebook Carousel Ads as a short instruction manual on how to use your product.
You should do this especially if people are not aware of your product and do not already own something similar.
How to use your product is often logical to you and your team but it probably isn't for your audience.
3. Prompt a download
You can showcase a piece of content or a mobile application to be downloaded. It's effective. Take advantage of the different images to make people want to download your content or app.
4. Tell a story
Storytelling is a core element of a great marketing campaign.
Every card of your carousel ad can be like a chapter in the story you want to tell.
Here is a great example of how to use short videos as chapters of that story:
5. Show reviews
Social proof is one of the most powerful sales pitch you can make about your product.
Prospects trust more what other people have to say about your product than what you have to say about your product.
Show all the reviews about your product with Facebook Carousel Ads.
In this example below, Ubisoft (promoting Far Cry 5) uses a beautiful panoramic image of their game, and each card shows a stellar rating from a gaming website.
You could do this with customer reviews, and insert customer quotes as well.
6. Highlight your product catalog
The most obvious purpose of this format is to allow advertisers to present several products in a single ad.
You can select products from similar or complementary categories to maximize impact.
You can also set up each card to point to a different product landing page.
The goal is to bring the user directly to the product landing page in question.
You can choose to show your top-selling products, the month's special, a new collection, products that go well together ...
If you have imported your product catalog into Facebook, you can easily create a carousel ad campaign with the objective "catalog sales".
This way you can automate your ad retargeting without having to manually create product carousels (more about this below in the guide👇).
7. Mix videos and images
Consider using a combination of video and images in your carousel to tell your story.
Videos can be great to get people's attention.
However, I would recommend using a mix because a video-only carousel can be heavy on the user.
8. Show your brand's uniqueness
Take advantage of the carousel to highlight your brand.
Use your colors.
Don't forget to put your logo somewhere.
Favor your own content over generic stock photos!
9. Launching a new product
Samsung used Facebook Carousel ads to launch a new oven.
I know I could have found a sexier example, but the world needs better ovens! 😊
With this particular model, you can cook 2 separate dishes at the same time on top of each other. It's called "dual cook".
They used the carousel to showcase the different recipes you could cook at the same time.
10. Share multiple pieces of content
Facebook is a great way to promote your content as a brand. However, with the drop in organic reach, nowadays you usually need to pay to promote your content on Facebook.
The carousel is great to promote multiple pieces of content.
You can re-engage the readers of your blog for example, by showcasing your latest articles.
It becomes even more interesting when you can retarget readers of your blog (who have been absent for a while) with the latest articles.
You just put the corresponding blog article URL for each card and you are good to go!
With the option "Automatically show top-performing cards first", Facebook will be able to optimize for you the order of the cards in your carousel.
In this example below, a cooking blog retargets readers with their latest articles.
11. Show your manufacturing process and your know-how
People love hearing the story of how you make your product.
In my experience, I have noticed that it is surprisingly one of the most engaging types of content.
Maybe because it's authentic. You are showing what is happening behind the scenes with a certain depth.
12. Use a single large image cut panorama style
Instead of the single image ad, try to go panorama style, like these examples below!
How do I create Facebook carousel ads?
You can first go to your ad manager and click on "ad with multiple images or videos in a carousel".
You can choose your images and videos manually or fill your carousel with a product catalog (if you have imported one into Facebook).
Then write a short and catchy description that will be displayed above the creatives.
You may have noticed this option at the top of the image called "Automatically show the best performing cards first...".
This option will determine which image is clicked the most and which order of cards has generated the most clicks.
Facebook will then use "the most-clicked" configuration for your ad package.
You can (should) check this box unless the order of your cards is important!
Then, customize each card on your carousel as you see fit with: an image or video, a title and description for each creative, a unique link...
Note: check on the mobile version to see if the text is truncated.
Choose the call to action, most relevant to your campaign objective.
You can also create a carousel ad simply by 1) creating a photo carousel post from your Facebook page 2) promoting the post with the "Boost publication" feature.
Creating Facebook carousel ads in the Ad Manager
1. Go to the Facebook Ad Manager
2. Create a "Clicks to a website" or "Conversions to a website" campaign.
3. Once you have chosen your audience and budget, you will be directed to the interface for creating your ad.
4. Select "Multiple images in ad" to create a carousel ad.
You can use this format with traditional targeting and with Custom Audiences.
Facebook carousel ads work really well with retargeting.
Carousels and dynamic product ads
The "Dynamic Product Ads" allow you to create ads in an automated way according to your product catalog.
Facebook retrieves the visuals, article title, stock, price, to compose ads that will be shown to prospects who visited your website without buying.
You can use this retargeting technique with Facebook carousel ads.
To use this feature, you have to :
1. Create your "product catalog" on your Facebook Business manager
2. Create "Sales on the product catalog" campaigns
How to measure the efficiency of a Facebook Carousel Ads campaign
Like any other Facebook campaign idea, just test it!
And test it against something else!
For example, if you have a video ad that is already performing well. Create a separate ad set with that same video but in a carousel format.
Of course, you will have to add a few images, or maybe other videos.
And of course, you should have the same campaign configuration for both ad sets (budget, bidding, targeting, landing pages...).
This is how you will see if the "carousel version" of your video ad performs better!
You should also create multiple versions of that "carousel version" and see which performs best!
As you have seen in this article Facebook carousel ads can be used at every stage of the funnel.
In my experience, this format usually outperforms single video or image ads.
But again, it's up to you to test it.
Have you tested them yourself? If so, what were the results? I would love to know.
If you have never tested them and you have read this article, well... you are on the right path to becoming a master of the carousel ad!
You can go create your first carousel ad campaign and tell us if you need any help! 😉