For the next month, we’re hoping to engage with as many arts marketers as possible about advanced digital marketing trends and best practices.
A few months ago in the Stage Door marketing blog we talked about what Facebook Carousel ads are and 4 ways that arts marketers might use them. If you missed that article, you can read the full version here. This time, we’ll dive a little deeper.
What are Carousel Ads?
Formerly called “multi-product” ads, these ad units allow you to showcase more than one promotion, product, or event in the same ad space. They are more dynamic than standard image/text ads because they support the idea of “scrollability” – you know, that thing you do with your thumb on your phone. With mobile overtaking desktop, this is a critical feature of user experience for your arts patrons.
When would I use carousel ads?
Carousel ads are ideal for promoting subscriptions, multiple performances, varying numbers or styles of calls to action, and more. Our arts marketing partners at the San Francisco Ballet (@sfballet) used Facebook Carousel today to promote their participation in World Ballet Live, a website dedicated to World Ballet Day. On World Ballet Day, World Ballet Live featuers over twenty hours of behind-the-scenes, live footage from five of the world’s leading ballet companies.
So… Do They Work?
Well, now we’re on to the good stuff.
It would appear that yes, Facebook Carousel ads are in fact doing their due diligence when it comes to aiding in campaign conversion rate and cost per click, among other things. According to Facebook, these ads can drive down cost per conversion and cost per click by up to 50%.
Facebook has also stated that “compared to other advertising efforts, the carousel format drove 3x more conversions and 85% better click-through rates than standard, static ad units. Another plus to carousel ads is seeing many of the same benefits as video ads (higher engagement than static ads, etc.) but at a lower CPM than video ads,
The best part of Facebook Carousel Ads (and it’s pretty difficult to pick a “best part”) is the optional optimization feature. This feature will alert advertisers to which links in the carousel are performing best. It will also allow Facebook to re-order the images in the carousel for the format that drives the most engagement and conversions.
According to Facebook, an early analysis of this feature has increased click through rates by a staggering 12%, on average.
Arts marketers – how have you used Facebook’s carousel ad units? Tell us in the comments section below.