A Crowded Marketplace
Facebook has become a battleground for mobile app advertisers; among many other things, the access to extensive people-oriented information combined with high-traffic placement has made Facebook a very desirable place for app developers to reach new and existing customers. However, with demand comes competition, and the bidding war is an all too familiar battle for many advertisers. With the average cost per impression now six times higher than in January 2013, it has become increasingly challenging for advertisers to reach the right audience, with the right message, at the right price.
The introduction of the carousel ad format in 2014 saw impressive results for link-based direct response and brand awareness campaigns, with Facebook boasting reductions of 30% to 50% in costs per conversion and 20% to 30% in costs per click compared with traditional link ads. Carousel ads, or multi-product ads, enable advertisers to showcase more content in a single ad unit.
The great news is, carousel ads have been extended to mobile app ads through the Facebook Marketing Partners program. As one of Facebook’s oldest API partners, the AdParlor team are excited to announce the ability to bulk create, A/B test, and optimise your carousel app ad campaigns within our platform.
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What are Carousel App Ads?
Carousel app ads are similar to carousel link ads or multi-product link ads. They both support a main message and up to five images paired with links that the user can scroll through and engage with. These pairings are often referred to as ‘cards’ or ‘scenes’. They differ in that carousel app ads use a call to action for each ‘scene’, and use deep links to direct users to specific places in the app following installation e.g. my_app_name://home_screen.
For more info, check out the Facebook Developer’s Guide to carousel ads.
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Getting Ahead of the Game
Facebook’s delivery algorithm favours ads that are driving conversions, are engaging, and are relevant. Carousel app ads have an advantage over traditional mobile app install ads as they are a fresh commodity in the marketplace and are naturally engaging by design. In addition, they enable advertisers to:
- Showcase more content in the same ad
- Use sequential ‘app scenes’ to tell a compelling story
- Optimise for not only individual creative assets (e.g. images) but combinations of them
These features mean that advertisers can get better results, for less. Check out what other advertisers have been doing with their carousel app ads!
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Carousel App Ads in the AdParlor Platform
Carousel app ads can be easily created in bulk in the AdParlor platform; this allows you to generate multiple unique variations of your creative aspects to ensure users are engaging with fresh content and enable you to perform a fair split test. Use our powerful reporting tools to analyse and optimise your spending.
1. Save time and effort by using creative assets stored in the AdParlor Library.
Pro tip: Re-use assets from existing posts using the Advanced Import feature.
2. Effortlessly create many variations at once; the system will automatically iterate over each creative asset value to generate unique carousel app posts for you. For example, if you select 3x messages and 3x carousel groups – the system will create 9x unique carousel posts.
3. Use our powerful Actionable Reporting tool to easily compare performance between link ads and carousel app ads, and make inline modifications to your bids and budgets to optimise your advertising spend.
4. Finally, use our Ad Intelligence Tags to label, classify, or categorise your ads however you want. This is a great way to keep track of what creative features you are using in your carousel app ads, as well as your grouping criteria.
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Get Started with AdParlor
Want to know more or get an account set up? Contact our support team at support@adparlor.com.