Swipe ideas from some of the best Facebook ads
Advertiser: My Web Audit
Another clever little ad from My Web Audit, this one goes straight in with a big benefit - "just got easier". Any way you can tell the reader that their lives are just about to get easier is a good tactic. After all, we are ALL busy.
Note how the ad provides a screenshot of the actual product itself, along with a cleverly-placed call-to-action ("preview template"). It doesn't look like a standard call-to-action button; it appears more like a subtle and non-intrusive action. This method is so good that I'm going to trial it on my ads too.
Advertiser: Pilot Magazine
This ad from Pilot Magazine (no surprises why this popped up on my timeline) isn't really an official ad, but I wanted to include it in this list because it demonstrates perfectly how a lifestyle-type ad can generate more interest and interaction.
The theme is very seasonal (we're all getting in a summer spirit here in the UK as I write this), so it's very topical right now. Us pilots are beginning to think of the long, warm summer days and where we can fly to.
A cracking offer and free delivery is a real puller on this well-designed ad, and they've cleverly chosen three historic (and much loved by pilots) aircraft on the front cover.
It's a great example of understanding your target market and delivering an ad that hits home. BAM!
Advertiser: Royal Mail
When traditional marketing and advertising campaigns are being threatened with modern digital techniques, then you've got to do everything you can to compete.
And Royal Mail are doing just that with their ad campaign, which is encouraging businesses to consider direct mail (door drops) as an effective alternative.
The visual graphic is very well designed, and manages your expectations by showing you what you're about to get. Sure, it's obviously a lead magnet (and the lead form on the landing page isn't quite GDPR-compliant), but the combination of a powerful image and well-produced copy has resulted in an excellent ad.
Advertiser: Royal Mail
Just as I've previously mentioned with the word 'Discover', Royal Mail have avoided using the word 'learn', and replaced it with 'Find out how...', because it suggests that effort is involved (hey, no one likes to put in 'effort', do they?)
The copy is a bit 'buzz-wordy' for me (Maximise your audience reach), but considering it's target audience are marketers then I'll give them a pass on that one.
However, there's a lesson to be learned here. Not every person who may be interested in the Royal Mail's product is going to be a marketer. Some might be small business owners who are unfamiliar with marketing phrases.
To avoid this, I'd suggest that the words Reach more potential customers for less... are used.
The graphic is just an extension of the ad copy (which it should be anyway), but it is rather text-heavy. I'm not sure how they managed to get past the 20% text rule on graphics on this one. I normally get my ads disapproved by using so much text. Oh well.
Advertiser: WDA Automotive Marketing
Considering I love performance cars, I don't really get many automotive-related ads on my Facebook timeline, but when I do I'm always impressed with the work that's gone into them.
Step forward, WDA Automotive Marketing. This ad is clearly designed for marketers who are in the car industry, and its approach is to convey benefits in a transparent, no-fuss manner.
The colour scheme is perfect. Red is associated with energy, action and passion, which is an ideal colour for the automotive sector, and it certainly grabs your attention as you're scrolling through your timeline.
I'm also a great fan of using transparency when it comes to pricing, and WDA aren't shy to tell people how much it's going to cost. That's a great strategy, because people are more open to marketing when they know what something is likely to cost.