Carousel Link Ad FAQs

Transcription

1 Carousel Link Ad FAQs Q: What is the roll-out schedule for Power Editor? A: Carousel link ad creation is currently rolled out to 100% of ad accounts. Q: When will carousel link ads be available via Ads Create Tool (Create Flow)? A: Carousel link ad creation is currently rolled out to 100% of ad accounts. Q: Do we have any examples of carousel link ad campaigns that I can share with my client? A: The following pitch deck includes blind case studies with specific creative tactics used for carousel link ads: Q: Are there best practices associated with carousel link ads? A: Yes, in our extensive testing, we were able to derive best practices for setting up carousel link ad campaigns. For a detailed view of these best practices, go here: Q: How are carousel link ads different from dynamic product ads? A: Carousel link ads give advertisers full creative control over their product ad. See the matrix below of how dynamic product ads and carousel link ads (formerly known as multiproduct ads) are different. Carousel link ads are best for advertisers that don't have a product feed and want some element of creative control over their ads. It is also currently our only product ad solution for targeting new customers. [Image: Q: How are FB carousel link ads different from Instagram carousel ads? A: FB carousel link ads have multiple potential offsite link click targets, and Instagram carousel ads have one offsite link click target. Instagram carousel ads are more designed for brand/mid-funnel use cases, while FB carousel link ads are more designed for DR. For FAQs on Instagram carousel ads, click here: Q: Can people post organic carousel posts to their page? A: Yes, users can create a carousel post by entering a URL under the 'Status' tab of the page post composer. They can then finish the carousel by uploading their own images or selecting images that have been scraped from the URL that was entered.

2 Sales FYI: Carousel Page Post Composer Carousel via Page Post Composer MPD Users can also make a carousel post through the API or by using FMP. Q: Can you change an carousel link ad once it's been created or is it always necessary to start a new ad? A: In power editor, you can copy paste or duplicate and then edit the new copy. Q: What are the off-site click targets in the carousel link ad? A: The image, product description, and see more at will all drive a user off-site. There are four to six total click targets, three to five associated with the product image and description and one associated with the see more at Q: How many images can be displayed in a carousel link ad? A: If an advertiser is using Facebook Marketing Partner, has direct API access, or Power Editor, they can create carousel link ads with up to ten images with creative optimization enabled but we would show 5 best performing ones. Only 5 total images can be displayed (including the optional end card). Q: What is creative optimization? Enabling creative optimization allows Facebook to reorder the cards in a carousel to optimize for performance. This is suitable for cases when order of card is not important for the advertiser. Enabling the feature allows us to display the carousel in varying order and measure performance to deliver it in an optimal order. This feature will not mix and match image with text/links, it would only move the order of cards. When the option in enabled, different people may see different order of cards. It is supported for video carousel as well. Q: Is app deep linking enabled for carousel link ads? A: Yes, through API Q: Can I use carousel link ads for my app install campaigns? A: Yes, through all interfaces Q: Are CTA buttons available for carousel link ads? A: Yes, CTA buttons are available for all interfaces. CTA buttons are optional. Q: Will we be charging for clicks that keep the user onsite?

3 A: Similar to the charging methodology for the existing link page post ad, if the advertiser buys on a CPC basis, we will charge for offsite clicks only. Alternatively, if an advertiser choose to be charged ocpm, the campaign would be optimized for the designated off-site action. Q: How are the products selected for the carousel link ad? A: Product selection for the ad is done by the advertiser, unless they have the "Optimize my creative" feature checked. If they have opted to let Facebook optimize their creative, we will re-order the images based on early signals we are getting from the target audience. Q: Are advertisers charged when a person scrolls or clicks on the arrow to scroll? A: No, advertisers are not charged for scroll behavior. Q: How will view tags work with this ad? A: View tags will only be triggered up to one time for one carousel link ads. Q: What special reporting is available for this unit? A: View report will automatically set the right metrics and breakdown. In addition to existing ads reporting, we will display the number of clicks of each separate link in the carousel link ad in the ads reporting tool. Also, we report conversions tied to each child card view/click. In order to access the link report, go to Ads Manager and choose relevant ad campaign/ad set. Select "Columns" and pick Carousel Engagement ; select "Breakdown" and pick Carousel Card under By Action. The final output will have website clicks and other relevant conversions by each of the different creatives for your carousel link ad. [Image: Q: How is click-through rate (CTR) counted? [Image: A: CTR is counted for the overall unit itself, with each of the links eligible to be counted as part of CTR. If a person clicks on more than one link in less than a 30-second window, that is only counted as one click in the click-through rate. If a person clicks on one link and then another link more than 30 seconds later, that is counted as two clicks in the click-through rate. The swipe on the mobile and desktop versions of the carousel link ad are not considered a click. Q: Which Facebook Marketing Partners currently offer carousel link ads? A: The following list shows which Facebook Marketing Partners have carousel link ad functionality built out: We will be updating this list as more Facebook Marketing Partners offer this functionality. If

4 your advertiser s Facebook Marketing Partner is not on this list, they should contact their Facebook Marketing Partner to express interest and discuss timing availability. Q: Are carousel link ads FBX eligible? A: No. Carousel link ads cannot be used in conjunction with FBX. They can, however, be used with Custom Audiences from your website, mobile app ads, and dynamic product ads. Q: Can we disable end-card? A: End-card does not appear for app install and engagement and is optional for rest. You can turn off the checkbox that says 'Add a card at the end with your Page profile picture' in create flow and power editor. Q: Do we have any swipe through data for Facebook Carousel? A: Scroll rate isn't that meaningful in a vacuum - there's no meaningful point of comparison to convince people to try carousel - so we're opting to provide a baseline with a stat this is measurable across formats. No plans to include scroll rate in Insights right now, but this may change! == VIDEO IN CAROUSEL FAQs== Q: When will video in carousel be available? A: Video in carousel has launched to 100% of advertisers globally in the clicks to website and website conversion objectives. Q: Can a video be placed in any carousel card or only the first one? A: Advertisers will be able to use any combination of video and static images in the carousel format all images, all video, or a combination of image and video in the ten cards. Q: Will the creative auto-optimize like a regular carousel link ad? A: Facebook will not optimize the order of video in the carousel format by default, however you can select to optimize the order of the cards that appear by selecting the option. Q: How many videos/images can I upload? A: Advertisers can upload up to 10 videos and/or images for their ad in the carousel format. Q: Will the videos loop? A: Not at this time. Q: Will the videos auto-play? A:

5 Q: What CTA Buttons will be available? A: Same as a carousel ad with images. If a CTA is chosen, each card will have to have the CTA. Q: What objectives is video in carousel available in? A: At launch, video in carousel can be used for website click and website conversion objectives. Stay tuned on bringing this feature to other objectives, including mobile app installs, brand awareness, and page post engagement. Q: How do you choose to select a video when creating a carousel ad? Interface screenshot: [Image: Q: What interface is this available in? A: At launch, this will be available in Power Editor and API only. Q: Will video in carousel be available on Instagram? A: Instagram will be adding photo carousel to self serve in Q4, we will be beta testing video in carousel starting 4/5. Please reach out to your BDL for more information. Q: Will videos autoplay with sound on/off? A: Sound off. Q: How is video carousel different from regular carousel? Do I get charged on CPC, CPA? A: The only difference is the use of a video asset instead of or along side an image asset. You will be charged based on the bid you select when creating the ad. Q: For a carousel with multiple videos, will video views be an aggregate of all videos or reported separately?

6 A: Yes, we offer a per-card stat breakdown for video views. Q: What is the experience when clicking on one of the videos? A: At launch, it will be with our current video experience (clicking on the video expands it to full screen), but eventually it will be the new player that drives offsite when clicked (currently still testing this) + includes a smaller "Fullscreen" CTA in the top right corner. Q: What is the max video length allowed for video in carousel? A: See Ads Product Guide Q: What are the specs for video in carousel? A: See the updated Ads Guide (Clicks to Website & Website Conversions objective): Q: Can we use CPV bidding for the video in the carousel unit? A: No. CPV bidding is only available for video views campaigns and video carousel is only available in website click and website conversion objectives. We're building a carousel unit for video views expected to launch by end of July 2016 and may build support for CPV as well