We often get asked what makes a ‘good Facebook ad.’ There’s many moving parts so it’s hard to nail it down to just one element. That’s why I’ve reviewed the Good, the Bad and the Retargeting to give you an idea of what works and what doesn’t when it comes to Facebook ads.
Amazing Metaphors – Sharny & Julius
This ad completely captured my attention. In only three lines of copy they were able to talk to their target market (mums), talk about a common problem (pelvic floor issues) and offer their solution. By using metaphors – a smashed egg to running a marathon, they’re exaggerating both the before & desired after state of their ideal customers.
The use of a smashed egg video also highlights this further. Absolutely love it – if you’re able to condense your text in a way that people can immediately relate, you’ve hit gold with your Facebook ads!
Free + Shipping Offer – Gothic Housewives Clothing
Offering something for free is an interesting way of generating awareness and trust with your customers. By giving them a low cost item for free – they only need to pay for shipping – you’ve built up their loyalty immediately.
While there may be a small outlay from the business, this particular offer is similar to a ‘lead magnet’. The business owner will get their email addresses from the sale and will be able to market to them ongoing and they’re going to be more responsive. It may not work for all businesses but it’s definitely something to try if you have digital or low cost products you could test.
Attention Grabbing – Face Yoga Method
This is almost old school ‘in your face’ advertising that’s similar to click bait – ‘millions of women are adding 5 to 10 years to their face without realising.’ However by also incorporating a video which explains the method, they’re already more trustworthy, they’re not expecting you to click out in order to ‘find out more’. Think about it, this company has taken you from not even knowing that you can use yoga to help your wrinkles, to all of a sudden hovering over the Learn more button, all in just one ad.
Things to note
- Copy starts with ‘You See..’ to make the tone more conversational.
- Headline (under video) – “People think I had work done, I just do Face Yoga”. The use of a testimonial legitimises this product and answers a question of ‘Does this really work?’
- They’ve definitely answered a lot of objections in just one ad.
Long Copy Ad – James Wedmore
One of the biggest things I’ve learnt about writing Facebook ads is the need to really take people on a transformative journey. When you run a Facebook ad, you’re appearing in people’s newsfeed – the space where they catch up on what their family and friends are doing. Often reason why a lot of Facebook ads don’t work is that they appear too much like ‘advertising.’ You expect people to make a lot of decisions based on just one ad.
On the other hand, this long copy ad works so well for me is that he takes you on a journey of “10 lessons I’ve learned in 10 years of online business”. It’s almost a blog post contained within just one ad. The use of emoji numbers makes it really easy to read, even though it goes for several screens. Love it!
Having Fun – Exotica Athletica
Some brands get to have all the fun because their products are playful. However many brands also miss the opportunity. Not Exotica Athletica, who go all out with the unicorn emoji in this ad copy. If you haven’t tried using emoji to spice up your ad copy yet, it’s definitely worth a try (remember a picture says a thousand words!). We use emoji when we communicate with our friends and loved ones so why wouldn’t we use it in our ads? Your goal should be to stick out in the Facebook newsfeed, and these guys have it sorted. 👏
Instagram Fail – ANZ
Seriously it’s Instagram, and it’s also 2017 so we know what a credit card looks like ANZ! Yes, a lot of people are definitely in the buying mindset when they’re on Instagram so it’s highly likely that this could be a good use of advertising. However with an image that boring and copy that bland, they’ve really missed the opportunity to capture the attention of their target market. Total fail.
WTF – JB Hi Fi
Did they get a Facebook ads robot to put together this competition ad? For such a big company this is a complete fail. Yes it captures peoples attention – how could you miss it with such a great big WIN! jumping out and all those CAPITALS. The headline under the image just says Learn More, which could have worked a lot more if it actually related to the competition. And the link didn’t actually take you anywhere. Definite fail.
Beyond Boring – Justuno
And the award for one of the most boring ads I’ve seen in a long time is… Justuno! Instead of trying to sound like a human, the copy is total marketing speak, who else cares about leveraging key sales dates? I don’t know how they’re going to show you how to increase engagement and drive conversions, they can’t even do it in their own ad! The image is boring, if you’re talking about holidays wouldn’t you actually incorporate one into your ad? And the headline under the image has no hook whatsoever. It’s beyond boring to me but I guess it also did stand out for how terrible it is!
Video required – Go Transit Media Group
In this ad, the copy actually mentions a ‘moving billboard’ so why show me only a picture of one? If part of the selling point of this product is that it’s seen by a lot of people in the city, then this image is a total missed opportunity. There’s not even any people in the image! So next time, show me an ad that actually moves. While their targeting was correct in that I’m a business owner & marketing manager, I think targeting the big cities would be a better use of their ad spend. There’s not much need for bus wraps in Byron Bay!
Hiding too much – The Source
The Source are a bulk foods franchise who don’t sell online. This ad was targeting me as I live in their catchment area. While it definitely grabbed my attention (win $500 pantry kit!), there really should have been more information about what was involved in the competition & what a $500 pantry kit actually is in the ad. I was aware of who they are as a business but without that extra information I wasn’t keen to click on the ad to find out more. A missed opportunity.
This ad makes the product look delicious, don’t get me wrong. But I’m still not sure why they would run an ad getting me to their website just to look at the menu. If it’s brand awareness that they’re after, surely a video ad going into detail about how the fruit is added to the yoghurt would work better?
As someone who’s not been into their store, the headline FroYo is everyone’s favourite treat is
A. Not true and
B. I thought the product was called YoFlo?
Finally as a physical store, a call to action or special offer to encourage me to head into our local store would work so much better to get a response out of Facebook ads. E.g half price Mango Yoflo Mondays!
Simple retargeting – Ezra Firestone
In this ad, Ezra Firestone is simply retargeting people who have been on his website with a Page Like ad. It’s a simple strategy but one that will most likely result in a lower cost per like than if he was targeting different audiences who didn’t know who he was and hadn’t been on his website. Best of all this is a simple strategy anyone can do, check out our short course Get Smart & Retarget for more information.
Short & Sweet – Nourished Life
This ad is retargeting me as I’d been on their website, looked around and not purchased. In Facebook ads terms, it’s called a Dynamic Product Ad. These can be set up either to show a person exactly what they put in their shopping cart or viewed and not purchased, or to show popular products on your website.
The copy is simple, it’s just a reminder. They don’t need to give me the hard sell as I’d already been on their website. The 1 million online orders lets me know that they’re legit and they’re inviting me to be part of the community while the pink image gets my attention. Overall it’s short and sweet and works well.
Slightly creepy retargeting – Jason Swenk
Another use of website retargeting, this time targeting people who hadn’t been on his website in the past 30 days. This carousel ad is to remind people of what they’re missing out on. I don’t love it but I don’t hate it and it’s probably working quite well in terms of re-igniting lost leads.
Nailed it – Frank Body Scrub
Frank Body Scrub has emerged as one of the best Australian beauty brands on social media in the past few years. Always tongue in cheek, always slightly risqué, this ad has it all. In just a few short words they’ve identified the problem (you put something in your shopping cart but didn’t purchase) and offered the solution (take our product somewhere hot & steamy). While the image isn’t that exciting, if you know the brand you know that their coffee scrubs come in simple brown packages.
Have you got an opinion on these ads? Let me know in the comments below!