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How Multi-Product Ads Can Work for One Product

Published: March 30, 2015

Author: Molly McCarty

Have you tried Facebook’s multi-product ad unit? It allows you to showcase 3-5 images and links within a single ad unit. The uses for this unit are pretty obvious for some brands; I have seen on my personal News Feed that Target is taking advantage of these ad units.
Even if you’re not a brand that sells multiple products, is this still a strong ad unit for you? It definitely is!
I was recently working on an account that only has one product to sell. I was skeptical about using the multi-product ad, but I wanted to give it a shot. I used 3 different links, each directing to a different use-case. For example, if you have a product, you may want to have a link that takes people to the “learn more” page, the “purchase now” page, and the “testimonials” page.
Running the multi-product ad resulted in a CPA that was 62% lower than what we saw with the same targeting on a standard link post against our top-performing landing page. Since this has only been tested for once account, it is very possible results will not always look like this, but it is enough to prove the importance of at least testing multi-product ads.
Have you tried running multi-product ads in Facebook yet? What were your thoughts?

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