Swipe ideas from some of the best Facebook ads
A no-nonsense ad which gets straight to the point. I like the words 'developed in the UK', because for some people, that really matters. It shows that they understand what their customers are looking for, and where their priorities lie.
Although this ad could do with a little more in terms of the benefits of using the product, it's clean (sorry) and simple, which is quite possibly the exact message they're trying to portray.
Advertiser: Currys PC World
Currys use of the pun don't lose your cool to advertise a fridge may only be mildly amusing (and perhaps a little predictable), but it's the video which really captures your attention in this ad.
I'm afraid that I couldn't show you the video itself, but it shows a close-up of the main features of the fridge. I'd have liked to have seen the use of real people involved in the video, though.
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.
There it is again - a testimonial that demonstrates social proof, rather than having to rely solely on marketing copy to sell a product (or in this case, a service).
Dropbox have given the testimonial a lot of surrounding space, which creates a lot of emphasis on it. Chances are you read the testimonial before the rest of the copy, which is just what they were trying to do.
The straight-to-the-point ad copy reinforces the testimonial. A simple but highly effective ad, even if I can't for the life of me work out what the fancy bag is trying to say.
Tagstestimonialsocial proofwhite spacesimpleeffective
For this ad, Engadget teamed up with StockUnlimited (that's a great idea) to promote their stock graphics service.
Whilst vector illustrations aren't the most exciting things in the world, this ad does a great job of highlighting the main benefits - zero hidden fees, red tape or complex licences - something that's a big selling point for many graphic designers.
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
Advertiser: Jade Yoga
Here's Jade again, with her yoga mats.
Once again, the company use a strong photograph that captures a serene, peaceful moment.
The inclusion of free shipping in the ad helps to persuade the reader to take action.
This ad is also another example of using emojis, but not overdoing it.
Sometimes, the most effective ads are the ones that just come out and say what it is you're offering your customers.
And this ad from Join Papa does just that.
There's no messing around. No deals, incentives or lead magnets. Just a list of things that you can use Papa for (groceries, airport trips etc.). That's all is needed to put ideas into your head.
Book your safe, affordable ride today is a good call-to-action, not just because it's strong, but also because they've included the word 'safe' in the sentence. They obviously know that safety is a motivating factor for those wanting to book a taxi.
Having studied more than a hundred ads in this guide at this point, one thing is becoming clear: the big companies tend to go for very short, simple but powerful sentences in their copy.
Smaller businesses tend to use two or more paragraphs, making their copy much longer, and using several different techniques.
I believe there's a reason for this. The large brands have already established several things: trust, brand recall and social proof, so there's no need for them to use these techniques.
That allows them to create short, punchy statements, as LinkedIn have done with this excellent Facebook ad.
Advertiser: Microsoft Advertising
More proof that the bigger the business, the shorter the ad copy.
Microsoft Advertising have kept things deliberately short and punchy with their ad, focusing solely on the main benefits of signing up on their ad platform.
An offer or discount would have helped those who may be sitting on the fence deciding whether to choose Microsoft or Google Adwords.
Here's a Facebook ad that gets right down to the point in its single paragraph.
It steers clear of hype and superlatives unline many other ads in this list, but what it does do is go straight in with the benefits ("Let us help you" and "Take a load off").
I like this approach. People don't like hard sales. And they're becoming wise to copy-heavy techniques - consumers are beginning to get more savvy to the tricks of the trade.
Simple, effective, and on-target. Just like they're meant to be.
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.
Advertiser: Wiltshire Chilli Farm
My closest friends and family all know that I am a massive chilli fan. I can't get enough of the stuff. No Christmas (or birthday) has gone by where I haven't been bought a bottle of THE HOTTEST CHILLI SAUCE IN THE WORLD.
So it's no surprise that this ad ended up on my Facebook news feed.
The ad copy is simple but effective. If you've won an award for your product, then you must state that in your copy, because it's a technique that helps to increase your social proof.
The only thing I'd do differently in this ad is to add some kind of challenging statement, such as Is it too hot to handle?
Advertiser: Workplace by Facebook
Are Facebook the undisputed champions at writing Facebook ads?
Well, you would have thought so, but this ad from the social media giant has left me scratching my head.
I can't work out whether this is an effective ad - or not. It just feels a little bit bland. Sure, I understand they've gone for simplicity, but it doesn't exactly sizzle.
Personally, I'd have used a photo of their team collaborating on a product in a busy workplace environment to make it more human. But they've opted for a rather flat logo on a pink background.
They could have done so much more.