Facebook announced that it is extending its carousel ad format to mobile app ads. The format enables advertisers to showcase multiple images and links in one ad.
"Since its introduction last year, the carousel format has been successful for advertisers, driving 30 to 50 percent lower cost-per-conversion and 20 to 30 percent lower cost-per-click than single-image link ads," a Facebook spokesperson tells us in an email. "The carousel format can support up to five images with links and helps advertisers meet objectives across direct response and brand awareness marketing. Mobile app install and engagement ads in the carousel format are available now through the ads API. The carousel format continues to be available for link ads in the ads API, Power Editor and Ads Create Tool."
Facebook shares a few success stories advertisers who have used the format. Neiman Marcus saw 3x higher conversion rates than previous Facebook campaigns. Foodpanda increased CTR by 180 percent and reduced their cost-per-impression by 39 percent. MVMT Watches saw CTR jump by 75 percent and a 3x lower cost-per-acquisition compared to other advertising platforms.
"Facebook can optimize the order of the links based on engagement and expected performance," the spokesperson notes. "This optional feature has helped increase click-through rates by an average of 12 percent."
The format is currently available through the ads API for mobile app install ads and engagement ads. It also continues to be available for link ads in the ads API, Power Editor, and Ads Create tool.
Image via Facebook