Facebook advertising – and pretty much any paid online advertising – can seem like a bit of a dark art if you’re just starting out.
How do you make sure that you’re putting your hard earned cash to good use, and attracting both clicks and conversions? Don’t worry, we’re here to help. We’ve picked out some great examples of Facebook ads to inspire you to create your own high-converting content.
Cancer Research UK
This one from charity Cancer Research UK is a great one to kick us off. Here’s what’s good about it:
- It’s concise and to the point – it has a clear next step for the user and links right through to the fundraising pack sign up page.
- They’ve used emotive language – “help beat cancer” and “life-saving”.
- The link headline encourages the user to take action “get your…” and also emphasises the word “free”.
- It asks a question of the user: “how will you help/support us?”
- The imagery is fun and eye-catching – although if we were being super-critical we might suggest using something even brighter to really grab attention!
Amazon
Next up is online retail giants Amazon. This one is simple but effective:
- Retargeting – Amazon have used the retargeting tactic to record what products I’ve been looking at on their site, and is displaying them back to me, to try and nudge me into a purchase. Because I’ve already looked at these products once, it’s clear I’m considering purchasing them, so I’m much more likely to click “buy”.
- Sparse, but all the key information is there – the “Shop Now” button links right through to the product page, so there’s a minimal amount of clicks involved for me to buy the product straight from my Facebook feed. They’ve also included the star rating from the reviews, which gives me some validation that the product is worth buying. They’ve very cleverly not included the price of each product, so I’m not thinking about that until I’m already on the product page and ready to buy.
Patak’s
This one from the producer of delicious Indian food products is different again, because they’re looking for engagement rather than a sale or a signup. Here’s why it works:
- The power of video – video is massive online, particularly on Facebook. As you scroll past a video on your feed it auto plays, so it’s going to get your attention, particularly if you’ve got your sound on. Patak’s have also made note of the fact that 85% of Facebook users watch video without sound, so have included subtitles.
- Engaging content – getting engagement from users means creating content that’s useful and interesting to them. This video is trying to solve a customer problem – they want a meal that’s quick and easy to cook. They’ve created this and other recipes to answer that problem. And don’t worry – you don’t have to have Jamie Oliver on board to sell your brand – as long as you’re content’s useful and engaging for your audience, you’ll get the engagement you deserve.
HubSpot
Again, HubSpot are looking for engagement here, and they’re doing it right. Here’s why:
- Eye-catching imagery – they’ve used some bright colours which are very attention-grabbing even when scrolling through your feed. And they’re also Instagram’s brand colours, so the user instantly has an idea of what this is about.
- Useful content – much like the Patak’s video, this sort of content is useful and relevant to their target audience, and has been produced in response to a need or challenge, which instantly increases the chance of a click.
- Use of language – they’ve used the word “free”, which always gets attention. They’ve also used pretty simple language to explain what people can get out of the eBook – get follows, build audience, set goals, and measure success.
- Clear next steps – it’s very clear what HubSpot are asking the user to do here. It links straight through to the download page, on which the user can find more information about the value that the eBook will offer them.
Key takeaways
Get to the point
Be clear and concise with the message – what do you want the user to do? What are they getting out of clicking on your ad? Tell them is a few a words as possible, but make sure you use the right language.
Motivate the user to take action
Where appropriate, use emotive language to invoke a response from the user. Make them feel enthusiastic about engaging with your brand. And tell them clearly what you want them to do. “Download your free ebook”, “Shop now” and “Get your fundraising pack” are more compelling than “click here”.
Use retargeting
This a great way to nudge a user along the sales cycle. If they’ve already looked at your content, then chances are they’re at least engaged with your brand and want to know more. Utilising retargeting can seem like a vast and complex tactic to start with, but it’s worth figuring it out to offer the user a personalised experience that’ll get them clicking.
Use engaging imagery (or better yet, video)
In a busy Facebook feed, you’ve got to catch your user’s eye. Vibrant, eye-catching imagery is great, video is even better. Just remember – lots of Facebook users watch video without sound, so include subtitles where appropriate.
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