The ad format “Ring Gallery” or “Carousel” on social networks is often used in dynamic remarketing campaigns to show the user several products from the catalog at once. But a carousel ad can be designed in a more creative and unusual way. We have collected interesting ads with a carousel that you can adapt to your business and use in advertising campaigns.
Briefly about the carousel
“Carousel” or “Ring Gallery” is an interactive advertising format on social networks that allows you to display from 2 to 10 cards in one ad. He works for VKontakte, Facebook, Instagram and myTarget. Only pictures can be added to the carousel on VKontakte and myTarget, and images and videos on Facebook and Instagram.
Each card can lead to a separate landing page, but if the carousel advertises one product from different angles, then all cards lead to one page. The user scrolls through the gallery, if he sees goods or services of interest, clicks on them and goes to the landing page.
Here’s an example of a typical ad layout:
It is worth testing the format for all advertisers, since if properly configured, it can work more efficiently than advertising posts with one photo or video. For example, Facebook did a study of 9,000 ad groups and found that the Carpet Gallery reduced key metrics:
- CPO 30-50% less
- CPC less by 20-30%
Let’s take a look at some interesting examples of ad design with a carousel gallery.
Dr Pepper: Building Brand Awareness
This ad perfectly conveys the message the advertiser wanted to convey to potential customers – a mix of classic and innovative. The hero of the videos is a respectable man in a classic suit, but he behaves somewhat expressively, which looks unusual and attracts attention.
This example proves that carousel is the right format for telling a story with a few short videos. She can be serious or humorous, as in this example. A story of several videos 10-15 seconds long is much livelier and more dynamic than one long video. In addition, each video carries a separate message – and all this within the framework of one ad.
Red Lobster restaurant: customer acquisition
Very interesting design of the Facebook carousel at the Red Lobster restaurant. The ad invites prospective customers to a sumptuous dinner at a restaurant and shows them the food to try in the usual sequence: first course, salad, main course, and dessert. This is how the restaurant demonstrates the user’s path, the actions that he can take if he comes to dinner.
If you’re using a carousel to drive customer engagement, consider real-world user interactions with the advertised product, break the user’s journey into stages, and illustrate each stage with a card in the carousel. You can also list a few problems that your target audience is facing, and in your ad demonstrate how they can be solved with the help of your product or service.
Lead Generation Carousel
On Facebook and on VKontakte, you can set up ads with the following form: Lead Ads on Facebook and “Collecting applications” on VKontakte. They allow you to collect applications directly from the post on the social network, without redirecting the user to the site. Combine the power of the Lead Ads format and the carousel by adding a shape to the cards in the carousel.
Unfortunately, you won’t be able to attach a separate form to each card, but you can specify different landing pages. However, this is not necessary, because the purpose of using Lead Ads in a carousel is to show the connection between cards and build a single big picture.
Take a look at an example from Connectio:
It uses three different images with unique headings to represent the three benefits to the prospect. But despite the fact that the cards are different, they have the same goal – to collect user contacts.
Hawkers Co: sales increase
It is believed that the carousel was created specifically for online stores and getting conversions. Indeed, this is a great format for showcasing multiple products from a catalog. Here’s an example of a Carousel from Hawkers Co.
With the help of several cards Hawkers Co combined the models of glasses for different types of appearance: light or dark skin, blondes or brunettes. This increases the number of users who can potentially be interested in this advertisement. Plus, it looks more impressive than just a few different products from the catalog.
Tieks: focus on one product
Tieks used panoramic shots in the ballet flats ad to show the advertised product in detail.
The text of each card describes one product advantage: genuine leather, stylish design, etc.
Tyme Hair: a step-by-step guide to use
Tyme Hair used a Facebook ad carousel to promote hair tongs. To get their target audience interested, they showed how to style them in style with tongs in ten minutes.
On the last card, the user is prompted to go to the main page of the site to find out more fashion secrets. Such ads do not sell directly, but allow you to share experiences with users and increase their loyalty.
In this example, an advertisement for the Deezer music app.
By flipping through the cards, the user can take a virtual tour of the application – learn about its capabilities and options. Thanks to this, he will be able to assess in advance whether he should download the application or not.
Useful article for target audience
Another way to build trust with your target audience, build trust and increase brand interest is by sharing useful content.
Precision Nutrition ran ads using flashcards to promote healthy eating habits. The purpose of the ads was to build a subscriber base for email newsletters. The advertiser managed to increase the number of 6,000 new subscriptions. You can read the Precision Nutrition case study in more detail in English on the Facebook blog.
Learn from the experience of foreign advertisers, adapt to your product and create attractive bright ads.
Based on materials from Wordstream and Buffer