Facebook is about more than just likes and comments. In fact, it offers ample opportunity for increasing website traffic and conversions. If you are a retailer and you would like to increase visits to your website, we recommend putting some marketing dollars toward Facebook Carousel Ads. If done right, Facebook ads can be very cost-effective.
To help convince you, we’re going to break down a case study of a successful Facebook carousel ad we did for a client at the beginning of 2017.
About Carousel Ads
First, we want to give you some more background information on Facebook advertising and carousel ads. Within Facebook there are a slew of advertising opportunities ranging from boosted posts and videos to promoted pages and carousel ads. Today we are specifically talking about carousel ads.
A carousel ad in Facebook Advertising allows you to “showcase up to 10 images and links within a single ad unit to direct people to specific locations on your website” (Facebook). The goal is to increase website traffic and conversions. The ad will appear in mobile and desktop news feeds.
Carousel Ad Case Study
The Objective
At the beginning of 2017, a retail client approached us about promoting a specific sale on Facebook. They wanted to increase their online conversions for top brand home improvement products as well as promote their free shipping offer.
This particular client had $300 to put toward a Facebook ad. Since they had multiple products they wanted to promote, we recommended utilizing Facebook’s carousel ad feature. We also recommended a time frame of 3 days so that they would spend $100 per day.
The Ad
We selected four of our client’s best deals and created a separate slide for each product within the one carousel ad. Within each slide, we were able to include a small image of the product, a headline (the product name), a description (the product deal) and a call to action, which read “Shop Now”. When users clicked on the Shop Now button they were taken to the product page on the client’s website where they could begin the checkout process. To catch our audience’s attention, we also added the monetary deal on the image itself (i.e. $70 Off). The final slide featured the client’s logo and a call to action to visit their website and shop around.
The Details
We wanted to target an audience that we knew would convert so we set up a Facebook pixel on our client’s website to track visitors. A Facebook pixel is a piece of code for your website that measures, optimizes and creates specific audiences for your ad campaigns. Using it we were able to create a custom audience on Facebook based on people who visited the website in the past few weeks. In addition, we targeted some of our client’s competitors.
The Results
The ad produced a 43:1 Return on Ad Spend. For just $300, this carousel ad was able to generate over $13,000 in sales.
- Total Reach: 17,674
- Total Clicks: 456
- Total Sales: $13,187
If you are interested in having Informatics help set up a Facebook ad for your company, contact us today! And check out our Paid Advertising Case Study on Increasing Facebook Likes.
