Swipe ideas from some of the best Facebook ads
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.
There's a growing trend for using strong and simple illustrations (material design) in adverts, and this is no exception.
It uses classic principles of good design that don't detract from the message, but rather they reinforce it.
It's a shame that the copy reads more like a marketing manual than an advert. My advice is to steer well clear of any buzzwords that some of your audience won't understand - even if it's a small percentage.
I'm not a great fan of using marketing buzzwords in ads, simply because they have the ability to alienate people. Many business owners are so busy running their business that they're too busy to go looking for what a "content discovery platform" means.
But that's a minor observation in this ad by Taboola. Otherwise, the copy does a great job in selling the benefits of the product, and uses a great visual to reinforce the message.
The only thing I'd do is to make the revenue amount a little more realistic. I'm sure that there are a handful of websites that make this sort of money from Taboola ads, but for the majority of us (i.e. their core market), we'll get nowhere near this type of revenue. Managing expectations is oh-so-important in advertising, so be realistic with your claims or face disappointment from your users.
If you're scrolling through your Facebook feed then this is an image that's likely to halt your busy fingers, just to find out what's going on.
But unfortunately, that's where the interest stops. The copy reads like a first attempt by an intern from marketing college.
It's marketing mumbo jumbo, I'm afraid. Sure, it's targeted to people like me (ie. marketers) who are familiar with these buzzwords, but not every potential customer is going to be familiar with them.
Avoid marketing-speak like the plague.