When you create a Facebook ad campaign in Mailchimp, you’ll have different ad options: to create a carousel or single image ad. While both options can be effective, Facebook reports that carousel ads can drive a 30-50 percent lower cost per conversion and 20-30 percent lower cost per click than single-image ads. Each option does, however, have a slightly different use case.
Use carousel ads when you want to tell a story or showcase multiple items from a collection. If you’d rather call attention to or drive sales of a specific product, a single-image ad is the best option.
Use compelling images that reflect your message—and your brand. Your images should complement the text elements of your ad and be consistent with the imagery from your other channels. Select images that help people see your business—the people, the environment, and the benefits of the products themselves.
Keep the context of the News Feed in mind. A highly stylized image that feels right at home in a glossy magazine might not fit as well among the slice-of-life posts and puppy photos in the News Feed.
Use high-resolution images. Your image size matters A beautiful, high-quality image—taken from your phone, for example—will grab the attention of your audience as they scroll through their Facebook feeds. For single-image ads, images with dimensions close to 1200×628 will work best. If you’re creating carousel ads, use square images that are 1080×1080.
Keep text to a minimum. Facebook ads that contain images with little-to-no text tend to cost less and perform better than ads that have text within the images.