There’s been a lot of talk lately about carousel ads on Facebook and Instagram. You might have seen them on your news feed. We've been using them since couple of months so we thought we'd share some of the things we've seen and learned along the way!

1. The Ultimate Guide to
Carousel Ads (with Case Studies)
Facebook & Instagram

2. What are Carousel Ads?

3. “In the English dictionary the word ‘carousel’ means
‘A conveyor system at an airport from which arriving
passengers collect their luggage.’

4. Similarly, the images in a carousel ad also keep sliding one after
another for one to click and choose.

5. The images used in Carousel Ads are also known as Carousel Cards. Each
Carousel Card is made up of an image, a headline and a link or a call-to-
action.

6. What can you do with
Carousel Ads?
Carousel ads help businesses catch their potential customers' attention on
Facebook and Instagram.

7. 1. Increase your “Click-through rate” by showing
your products

8. 2. Inform your customers about a product by
focusing on its features

9. 3. Use “smaller image” frames in order to create one
“large image”

10. 4. Master the “art of storytelling” with the frames of
images:

11. 5. Narrate the “benefits” that your business provides

12. 6. Set the “tone of the season”

13. Design Specifications for
Carousel Ads

14. 600 x 600 pixels
Suggested Image Size
40 characters
Headline limit
90 characters
Ad copy limit
Facebook Instagram
600 x 600 pixels
Suggested Image Size
20% text
Text on image limit

15. How To Achieve Your Business
Goals with Carousel Ads?

16. Encourage customers to install apps
Foodpanda improved click-through
rates by
180%
and decreased its cost per install by
39%.

17. Showcase specific features of a newly
launched product
Customers were shown the
specific features of the
MINI with Carousel Ads

18. Introduce season or theme-specific collections
With Carousel ads, The Coffee
Bean & Tea Leaf got about
3X higher click-through rates vs
normal ads
92% decrease in cost per
acquisition as compared to
normal ads
2.3X increase in the result rate
compared to normal ads on
Facebook.

19. Lead Generation
MVMT Watches increased
click-through rates by 75% by
channelizing its Carousel Ads
to people who had visited its
website before.

20. Create the Panogram
GMC revealed a
widescreen panoramic
experience, called the
Panogram, for its viewers
on Instagram.

21. Engage viewers beyond the screens
Showtime gave an exclusive
opportunity to the viewers of
the TV show ‘Penny Dreadful’
to watch its complete
catalogue of video clips
including behind-the-scene
videos.

22. From the time Carousel Ads have been made available for
use, businesses have seen:
30-50%
Reduction in cost per
conversion
20-30%
Lower cost per click
compared to the single-
image link ads on Facebook

23. How To Tell A Story With
Carousel Ads?

24. Begin With a Bang!
Progressive's #ActYourAge Carousel Ad is an excellent example showing how the first
imagery intrigues the minds of consumers, acting as a stopping power in-feed.

25. Engage your Viewers
By using Carousel Ad images in an innovative way Tesco Foods has increased its brand
exposure and its recall value.

26. Fit your Brand in the Lives of the
Consumers
The 2001 American satirical romantic comedy film Wet Hot American Summer created
great engagement on its social media pages through Carousel Ads by making people
relive their summer camp days through the pictures.

27. Order your Cards Logically
One of the Carousel Adverts of Penny Dreadful, season 2 has edited its images
exceptionally well such that it has been able to tell the story in only four images.

28. Allow your Audience to Learn More
Sour Patch Slurpee generated a lot of buzz
through its four images of a Sour Patch Kid
tale. Its users were so excited that they
wanted to see beyond those four pictures.

29. Thanks!I am Kanchan Lad
Head – Projects Delivery at Happy Marketer
You can find me at @socialpaparazzi
Our Paid Media Consultants can help you create such campaigns.
Contact us at hello@happymarketer.com | @hmarketer

30. CREDITS
Special thanks to all the people who made and released these awesome resources for free:
○ Presentation template by SlidesCarnival
○ Resources by Facebook for Business, Instagram Business, Sprinklr, AdWeek, Social Media
Examiner, Digiday and Web Marketing Today.