Facebook Multi-Product

Ads for Ecommercea mini case study

2

One of our biggest ecommerce

clients has historically had great

overall performance and ROAS

using traditional link ads in

Facebook’s News Feed.

3

These:

4

In June, we wanted to see if we

could extend that success further by

testing Facebook’s multi-product

ads.

5

These:

6

Over 10 days, we spent $11k on

each ad type.

7

Over 10 days, we spent $11k on

each ad type.

Our results?

8

40%Cheaper Cost Per Click (CPC)

9

75%Increase in Click Through Rate (CTR)

10

26%Decrease in Cost Per Acquisition (CPA)

11

26%Decrease in Cost Per Acquisition (CPA)

12

45%Higher Return on Ad Spend (ROAS)

13

45%Higher Return on Ad Spend (ROAS)

14

There are a few best practices we

suggest based on our test:

15

1. Use the

Facebook

Creative

Rotating Tool

16

Facebook’s auto-optimize

feature rotates each ad within the

multi-product ad so that the creative

that is getting the most conversions

will be the first in the ad’s series.

17

TIP: For some

campaigns, this

would be the wrong

way to go if you’re

using MPAs to tell a

story with creative that

requires a specific

sequence.

18

2. Shorten the Funnel

Send users directly to the product

you’re showing in your ad.

We’ve had success sending people

to a broader category page in order

to let them shop around, but with

this test, the MPAs really killed it

when the destination was the exact

product we showed in the ad’s

image.

19

3. Mobile, mobile, mobile.

Desktop didn’t work well (for

shopping, who woulda thought!), so

don’t forget to split your tests by

device type – test mobile phones vs.

tablets at the mobile level as well.

info@orionckb.com

www.orionckb.com

20

Want to see if multi-product ads can make

a world of difference to your campaigns?

Get in touch:

info@orionckb.com

www.orionckb.com