Swipe ideas from some of the best Facebook ads
Advertiser: Awards Intelligence
Back in the earlier years of the internet, freebies were what it was all about. And with this ad by Awards Intelligence, they understand that this is as relevant today as it was 20 years ago.
I don't think anyone will be under no illusions as to what's going on here... it's a classic magnet so that they can capture your details as a lead. As much as we know that, it's still a great tactic for getting people engaged with a brand.
Great use of visuals, although I would be tempted to include a photograph of a real person holding an award or a medal.
Notice the call-to-action button too ('Download Now'). Although it's not really a button (the whole ad is the button), it acts as a motivational trigger to get people to act now.
Advertiser: Cooper Parry Wealth
Once again, the ad copy relies on an opening question to get the reader thinking about their own situation.
This ad by Cooper Parry Wealth also reinforces social proof by aligning themselves with Nobel Prize winning research. Of course, that statement doesn't mean that they've won a Nobel Prize themselves, but at first glance it suggests that there is a connection between the two.
Tagsquestionnobel prizeguidesdownloadslead magnet
Advertiser: Digital Agency Network
Putting aside the obvious stock photography to one side for a moment, this is a good ad simply because it follows the convention of asking a question and following it up with an answer.
Perhaps the use of a not-so-obvious stock photo would help a great deal with this ad.
Tagsstock photographyquestionbenefitsdownloadslead magnet
Advertiser: Digital Marketing by Udacity
Copy is scarce (actually it's pretty much non existent) on this ad, but I've included it because it pretty much does what it says on the tin.
You know exactly what you're getting, even if you are aware that it's a lead magnet.
Sometimes it's worth going for absolute simplicity.
I like this ad a lot, because it's so straightforward. It tells you exactly what you're getting, without having to rely on tactics such as scarcity, FOMO (fear of missing out) etc.
Notice the use of the number 14, too. It uses the tactic of avoiding rounded numbers (ie 15) simply because they work better at getting your attention.
The inclusion of a list rather than a paragraph helps comprehension and readability. Social media users scroll quickly, so the easier it is to read a message the more effective it's going to be.
Chances are that as a business owner you'll be using one of the services advertised by their logos in this ad for your marketing actuvities, whether it's Mailchimp, WordPress, Amazon, Facebook etc.
These instantly-recognisable icons have been used in order to create familiarity right out of the blocks, which automatically reduce friction. When you already use something, it's far easier to sell a related product if some familiarity already exists.
The advert's premise is simple and straight-to-the-point, giving users the opportunity to download a comprehensive guide to the most popular marketing channels.
Note the use of the word Super in the title. This simple but highly effective word has the ability to turn bland into bling.
If I'd have created this ad, I would have made the words SUPER BUNDLE stand out more using a contrasting colour such as red or yellow to give it more emphasis.
There's that lucky number again - 7!
This ad taps right into the core motivation of the reader (assuming they've targeted their audience) by using that little word need. This changes the reader's preconceptions from a 'want' into a 'need', which is a clever idea.
Note also the inclusion of the phrase written by email experts at Mailchimp. Including this phrase gives credibility and reassurance that it's going to be an authorative download by people with first hand expertise and knowledge of the subject.
A short, but highly effective ad that addresses the reader's primary concerns, whilst also getting the message across what the benefits are, ie selling out your next event.
Tagssevenlead magnetlistssimplewant vs needdownloads
Eventbrite have used the classic technique of using an odd number (51 Social Media Ad Copy Templates) to disrupt the patterns of normal behaviour. This subtle technique is well-known to get attention.
Once again, they've also used 'material design' in their visual, to produce a modern, clean advertisement.
Tagsmaterial designodd numberlead magnetdownloads
Advertiser: Gardiner Dental
Smiles. They work well in ads because whenever we see someone smile we feel the same. We can't help but see smiles in a positive light.
The copy in this ad by Gardiner Dental is also effective, if a little busy. I'd have broken it up slightly into two paragraphs to make comprehension a little easier.
The wording is a little fragmented (e.g. Our promise to you: over 15 years experience). That's not a promise, that's a statement of how long they've been operating. A better idea would have been to say, Our promise to you: full satisfaction or your money back.
I notice from this ad that the landing page ([xxx].lpages) is from LeadPages. Originally they used xxx.leadpages.net which was a dead giveaway that this was a lead magnet and sales funnel.
Tagssmilescomprehensionlead magnetsales funnel
Advertiser: Max Lonsdale
There it is again - the copy opens up with a direct question to the reader which challenges them to think about their own situation. That's a great technique.
This ad from Max Lonsdale then heads off into a story (another classic technique) which aims to reinforce his expertise and experience.
Max obviously knows how effective How To... features are in copywriting, and although this ad is a little 'wordy', it's clear he (or his team) know how to put together a winning strategy for his ad campaign.
Tagsquestionstorytellinghow tolead magnet
Advertiser: Melonie Dodaro
Stories sell. Any marketer or copywriter will tell you this.
And Melonie Dodaro obviously knows this. As well as telling her story, she's also cleverly weaving in her expertise and knowledge in this ad.
I'm not sure why she went with the black and white visuals. Perhaps she found because it was different, it got a higher clickthrough rate than the colour version. That's a split test waiting to be tried out!
Tagsblack and whitestoryemotionlead magnet
Advertiser: My Web Audit
The more I pull apart this ad, the more impressed I am with it.
It begins by giving you a snippet of knowledge (To close a sale... etc), which really gets you thinking about your own situation. This has the effect of drawing you further into the message to find out more.
That already makes a great advert. It then draws you in further by telling you that this is the opportunity you need to discover how it applies to your own business.
It follows on by saying that there are free templates ready and waiting for you to download at your leisure.
Sure, it's a blatent lead magnet, but when the value is as apparent as it is in this ad, it's a worthwhile compromise.
The visuals are very well done too. By including teaser screenshots of the product you already know what it is you're signing up for.
Advertiser: Rob Moore
I'm busy. You're busy. We are all busy.
That's the tactic with Rob Moore's ad in this example. By telling us that Rob has one minute to explain about the Business Breakthrough Summit, it's showing that he cares about your time.
We are often reluctant to watch (or read) adverts simply because there is a time commitment involved. By reinforcing the 60-second rule friction is reduced, and viewers will be more inclined to watch it, because they know it won't take much time.
I'd have added a benefit at the end of the second, just to give it a little boost, such as:
Click 'Learn More' to register your ticket today and discover the breakthrough your business needs
But hey ho.
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: Sabri Suby
If I'm honest, this superlative-laden ad is a little bit too heavy on the 'power words', to the point that it feels a bit hype-y to me.
But regardless of how you feel about using hyperbole to sell products, Sabri Suby uses some good techniques.
He starts off with lots of social proof (90,000 books on the first day of release and "best-seller within 10 minutes flat". This technique is good - as long as you're willing to prove that they're verifiable facts, because there's always someone out there who is skeptical enough to go looking for that proof.
Once again, we see a picture of the actual book itself, which gives a visual representation of what you're getting for your money.
Personally, I'd have opened up the copy highlighting the target market, as it's not immediately clear who the book is aimed at.
Tagspower wordssuperlativeshyperbolesocial prooflead magnet
How many times can someone squeeze in the words Template Management?
Turns out it's quite a lot, as you can see in this ad from Templafy. To be honest, the ad copy feels a little confrontational (Get with the program) for me, but that may just be my own sensitivity coming out.
On the flip-side, this approach may indeed work very well. It's pretty instructional, which is a good call-to-action method because it's telling you what you need in order to stay ahead.
Advertiser: Vanilla Forums
The busy, vibrant colours of this ad from Vanilla Forums is designed to get you stop scrolling through your newsfeed just to find out what it's all about.
It's a great advert, but they've missed one trick - and that is to explain what gamification is. It's a minor point, because their target audience should already be familiar with this word. However, that won't apply to everyone, so in order to maximise the potential for this ad I'd have just explained briefly about gamification in the ad copy.
The ad itself is a lead magnet that's designed to capture prospective customer's details, but that's OK. As long as the (perceived) value outweighs the friction of providing a few personal details, then that's a perfectly fine technique.
Value is everything.
Advertiser: WP Engine
This Facebook ad from WP Engine understands that managing a WordPress website can be difficult. Things go wrong.
By opening their copy with "Everyone makes mistakes" they're immediately saying that they understand the major concerns of WordPress users.
They then encourage you to read a list of common mistakes that people normally make, so that you can avoid them. Forewarned = forearmed.
There's a small discrepancy in this ad in that the logo in the graphic doesn't match the logo on the top left, but there's no doubt that this lead magnet ad is effective.
Clearly designed for business people who are familiar with GMV (that's 'gross merchandise volume' to you and I), this effective Facebook ad from Zaius uses visuals to get the message across.
The strong call-to-action button is persuasive, and whilst the landing page will be a lead-magnet, you can't help but feel intrigued at what you might be missing out on if you don't download the guide.