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Clicks, Conversions, Clients Course > Module 4: Ad Creatives

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LESSON OVERVIEW


Video 05: Carousels vs. Collections

  • We're talking about Carousel ads versus Collection ads
  • Carousels have been around for quite some time and they're actually quite easy to put together. It's really a bunch of ads built into one where you can have multiple headlines, multiple imagery, and even multiple places to link to so that if someone sees what they like in the ad itself, they can just click and go straight to that product or straight to that page. 
  • With a Collection, it's a great way to basically showcase a variety of products at once. Maybe like a collection of clothes or a collection of tech, and then they can go see that entire category. 
  • When you click on carousel, what it does is it gives you the opportunity to put in three or more images or videos.  You have a headline, a description, and a site URL for every single option that you utilize. 
  • As you start to run your carousel ad, Facebook will automatically move one card to the front of the line based on the one that's getting the most clicks or even the one that's getting the best click percentage. 
  • And then at the end of your carousel cards, you can add your profile image or your fan page image, your primary texts, and you have your primary URL.
  • When viewers get to the very end of that carousel, if they click on that last card, it'll just send them to wherever you want them to go - I recommend for Ecom stores you NOT send them to your main domain but rather to your full catalog page - whereas with each card you can have different URLs for each, and I believe you can add up to about 10.
  • So the great thing is you can have a mixture of videos and images, which work really well. 
  • Let's say selling a course, you can have 10 testimonials, whether they're video or images.
  • If you're doing something such as getting calls booked, you can have 10 videos or 10 different images of people who've had those calls with you talking about their experience in working with you.
  • There's all sorts of ways that you can make carousels work, even outside of ecommerce stores
  • Let's say you want to do a collection which is very different than carousels.  You still have your primary text and your headline, but what you're doing now is you're deciding on a template. Are you looking to create a storefront? Do you want to do customer acquisition, a look book, etc.? 
  • Let's say you click you click on storefront. It'll showcase each of the different products, the pricing, the headline, etc. and you can add a header. These do really well for e-commerce stores but not much else because it's more focused on generating that physical product sale. 
  • With another template, we can do what's called the "look book."  Imagine it's almost like scrolling through an Instagram feed. It's image after image after image with the option to basically showcase different pricing or different models. And it's great for e-commerce stores, but you can also use it for a customer acquisition type. 
  • Collections just give you more options to showcase your product
  • It takes a lot more time to create a collection than a carousel, but both of these ads, should be used just to factor in the time it takes to put this all together, you got to have multiple images and videos. You have to have text for every single item, possibly even URLs for each one, or at least the, the core place that you want to be sending people to. 
  • From here you should be able to test and see how people respond. If your text that is above the fold, meaning above the image, does not grab people's attention to at least scroll through your images, they're probably not going to look at your ad. So you have to be very careful with whatever you put above these images.
  • Even if you do 10 videos, they're not going to watch all 10 most likely so your copy has to be able to grab their attention so that they start to scroll through those images or videos or look at your collection and then possibly can lead to a sale. 
  • Both of carousels and collections are amazing and do great on Facebook.  Instagram carousels do very well but collections don't often show on Instagram as I don't see many people using them there. 
  • Just imagine it's like putting together a long sales page
  • If you're going to use either one, start with carousel first, in my opinion, then if you want to take it a step further, you can use collections, but I highly suggest you test them out because they work really, really well especially if you have an e-commerce store.
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LESSON TRANSCRIPT


David (00:01):

Hey there. Welcome back in this video, we're talking about carousel ads versus collection ads. Now keep this in mind. Carousels have been around for quite some time. They're actually quite easy to put together. It's really, if you think about it, a bunch of ads built into one where you can have multiple headlines, multiple imagery, and even multiple places to link to so that if someone sees what they like in the ad itself, they can just click and go straight to that product or straight to that page. And they don't have to look at anything else. Whereas, a collection is a great way to basically showcase a variety of product at once. Maybe like a collection of clothes or a collection of tech, and then they can go see that entire category. So as you can see on your screen here, when you click on carousel, what it does is it gives you the opportunity to put in three or more images or video.

 

David (00:51):

You have a headline and description, a site URL for every single option that you have. As you can see here, once you punch in more, you can scroll through them and then it'll automatically place the one card as they call it to the front of the line. Based on the one that's getting the most clicks or even the one that's getting the best click percentage. And then at the end, you can add your profile image or your fan page image at the very end, but you put your primary texts. That's, what's above that image that'll show. And then you have your primary URL. So, you know, in some cases, when they get to the very end of that carousel, if they click on that last card, it'll just send them to wherever you want them to go. Whereas with each card you can individually have different URLs, and I believe you can add up to about 10.

 

David (01:35):

So the great thing is you can have a mixture of videos and images. These work really well. If you're, let's say selling a course, you can have 10 testimonials, whether they're video or image, uh, if you're doing something such as getting calls booked, you can have 10 videos or 10 minute images of people. Who've had those calls with you talking about their experience in working with you, right? So there's all sorts of ways that you can make it work. Now, if you take it a step further, right? Let's say you want to do a collection. You would go to collection here. And the collection is very, very different, right? You still have your primary text. You still have your headline. But what you're doing now is you're deciding on a template, right? Are you looking to create a storefront? Do you want to do customer acquisition, a lookbook, something along those lines.

 

David (02:17):

And then what ends up happening is let's say you click you click on storefront. It'll showcase each of the different product, the pricing, the headline, so on and so forth, right? You can add a header. If you want to a big video preview. These do really well for e-commerce stores. Not necessarily much else because it's more focused on generating that sale. Now let's say we want to take it a step further. Maybe we want to do a different template. Maybe when we do, what's called the lookbook lookbook. Imagine it's almost like scrolling through an Instagram feed, right? It's image after image, after image with the option to basically showcase different pricing or different models. And it's great once again for e-commerce stores, but let's go one step further again, maybe you want to do a customer acquisition type. This is something where, for example, we use this for an e-commerce client that sells basically pre uh, prepackaged meals.

 

David (03:13):

We would showcase those meals in each of these different slides. We'd write something about them. And we do this with imagery or video, and then it has its own text, its own headline, its own URL. And that's it. And you can do this multiple times. You can even make it a carousel style. So for example, as you can see here, the arrow shows you put a second image. You could put a third image and it just scrolls through very Instagram. Like again, it just gives you more options to showcase your product. Now, I will say this, it'll take a lot more time to create a collection than a carousel, but both of these ads though, should be used just to factor in the time it takes to put this all together, you got to have multiple images and videos. You have to have text for every single item, possibly even URLs for each one, or at least the, the core place that you want to be sending people to.

 

David (03:58):

And then from there you should be able to test and see how people respond. Now, if your text above the fold, meaning above the image does not grab people's attention to at least scroll through your images. They're probably not going to look at your ad. So you have to be very careful with whatever you put above these images, because people do read that, right? Even if you do 10 videos, they're not going to watch all 10. So your copy has to be able to grab their attention so that they start to scroll through those images or videos or look at your collection and then possibly can lead to a sale. But both of these are amazing. They're great. They do show up on Facebook, Instagram carousels do very well. Collections. Don't often show on Instagram. If anything, I don't see many people using them there.

 

David (04:41):

So maybe there's an opportunity, maybe not, but I see them do well on Facebook. So if it's something that you're looking to test to make sure you have all your imagery and video ready ahead of time and prepare to write some copy for every single image or video you select, because it's a lot more information. Just imagine it's like putting together a long sales page. And so if you're going to use either one, start with carousel first, in my opinion, then if you want to take it a step further, you can use collections, but I highly suggest you test them out because they work really, really well. Especially if you have an e-commerce store.

MY NOTES


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