Aside from their granular targeting, one of the reasons Facebook ads work so well is their visual experience. You can’t escape the cookie-cutter search ad format, and try as they might, display ads just can’t quite match the clean and smooth nature of Facebook ads. But in being the least disruptive, this also means they need to be strong enough to compete with the cute babies and viral videos alongside them in users’ Feeds…
Hmm. Car buying tips? Or a dad attempting gymnastics…
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These examples come with plenty of inspiration and takeaways for anyone, whether you’re a seasoned expert or just now learning how to advertise on Facebook.
True to its creative business name, Grin provides us with a light and fun Facebook ad example on an otherwise boring topic: ROI. It says Need to track that elusive influencer ROI? Time for the secret SaaS.
The text in this cute Facebook ad design is brilliantly positioned. The funny part (secret SaaS) speaks loudest with the big font, but the pain point grabs your attention first with the contrasting yellow highlighting. And then in line with the ad’s theme, the headline reads “Uncover the secrets of Influencer Marketing ROI.”
In the testimonial ad below, Nom Nom exceeds the recommended character count for primary text. But for those who don’t want to read all those words, there’s a big old TLDR right in the ad creative: MY DOG LOVES THIS STUFF.
In most cases, the more specific the review or testimonial, the better. But the short and general, but relatable, ones have a place too…like in a Facebook ad where a person is not actively searching for reviews.
All too often with holiday marketing, businesses bore their audience with the same creative and messaging everyone else is using. Enter this dark yet Mother’s Day-themed Facebook ad example by A&E. No pinks or purples. Just a picture of a handwritten card from Norm to his mom with a P.S. at the end that reads: (P.S. For the love of Mother, don’t miss Monday’s episode.)
A&E’s “Bates Motel” Facebook ad
Of course, this is A&E and the longest-running original scripted drama series in the channel’s history, so there are obvious advantages. Even still, we can drum up some solid takeaways from this ad.
Slack’s Facebook ad example below has a picture of a woman with a rainbow and unicorn that says “What it feels like to sit in 25% fewer meetings.” The headline says Slack: Make Work Better and the description is its value proposition: Slack brings all your communication together in one place.
Slack’s “Make Work Better” Facebook ad
This is a great example of relatable Facebook ad copy—between the rainbows and unicorns and the acknowledgment that no one likes pointless meetings. The CTA is also well-positioned for the ad, as asking users to sign up based on this information alone might not be the most effective strategy.
Overall, it’s a great example of how a work-focused communications tool can be advertised well in a predominantly personal social media environment, and how even the most practical product or app can be made to seem more “fun.”
Competitive ads can be effective if done tastefully. Here are some Facebook ad examples that show us how it’s done.
While Shopify is typically known for its aspirational tone, this Facebook ad shows us its competitive side. It reads, From no listing fees to less competition – Learn the 10 reasons why merchants prefer Shopify to Etsy.
In this Facebook ad, Tentsile’s offer isn’t its product, it’s the report of its findings after testing its product against competing wannabes. The primary text reads: We tested FAKE Tentsile products so you don’t have to! Followed by a compelling headline of See What We Discovered 😱
I’m not in the market for a tree hammock, but this Facebook ad copy is intriguing enough for me want to click and see what it found.
This Facebook Ad by 360Learning is a great example of creating demand and urgency. It reads: Netflix-style binge-learning won’t solve the current learning crisis. Then invites you to download an ebook on the topic.
This bold and concerning statement is also placed in the ad creative on a red background. But what do we see right below it? A blue button oasis saying GET THE EBOOK. If you’re running a full-funnel Facebook advertising strategy, guides are great offers for top-of-funnel audiences to generate awareness and interest.
This Facebook ad example comes from Athos, the creators of what is basically FitBit, clothing style. For some products that are harder to grasp, the visual is everything and Athos nails it in this ad. It overlays the metrics you’ll see in the app on top of a picture of a person weightlifting—which demonstrates a stronger concept than simply just juxtaposing the two pictures.
You’d’ be surprised at how small details can make a difference and ultimately lower your Facebook ad costs. Let’s take a look.
This Facebook ad example by online talk therapy service Talkspace is a great example of not just features and benefits in copywriting, but the “why.” The primary text reads: Mental health is essential to everyone. Add a little help to your every day with a personally matched Talkspace therapist. So yes, we see a feature (personally matched therapist) and a benefit (help to your every day)…
…but the why is the most prominent text in the ad: Restart important conversations, with a little help from a therapist.
The idea of getting help with your every day feeds into the common misconception that therapy means you’re weak. But the idea of being able to restart and master important conversations of life is much more appealing—and empowering. This is the ultimate “why” that is so important in writing copy that sells.
This Dollar Shave Club Facebook ad example comes from the archives, but its takeaways are even more relevant today than they were back in 2016. It shows two razors, one for him and one for her, but you can’t tell the difference between the two.
The ad reads: It’s 2016. Who says a lady’s razor has to be pink? Dollar Shave Club delivers amazing razors (to both genders) for just a few bucks a month. Try the Club today.
See what I mean?
Inclusivity and gender neutrality are in just about every 2022 digital marketing trends round-up, but that doesn’t mean they haven’t always been important or that brands haven’t been demonstrating it in their campaigns. Dollar Shave Club not only challenges gender norms with this campaign but opens up its product line to an entirely new market in the process.
Despite amazing technological advances in modern medicine, actually finding a doctor that takes your insurance and scheduling the appointment is a clunky process. This ad by Heal tells you to Discover a better way to see the doctor. On-demand and on-your-schedule.
Facebook video ads range from actual footage, to animation and slideshow style, to just a few seconds of movement. Here are some examples that cover all of the above.
The Cash App allows you to send, spend, deposit, and invest your money all in one place. But the ad below is for something different: a customizable debit card.
Apart from the ad itself being visually captivating, this is a great marketing strategy. Not only is personalization the name of the game today, but it supports the overarching concept of the app being flexible. Plus, what other money management apps offer a customizable debit card? Bonus points for a unique selling proposition.
This Facebook video ad by Bolden shares an excellent Facebook marketing idea with a short tutorial on how to wash your face in the form of FAQs.
Then the last question is What’s the best cleanser out there? with a picture of Bolden’s cleanser, a playful caption that reads Seriously??? Now you’re just looking for trouble! and a call to action to shop its website.
Who knew that salt and vinegar could be cute? In this Facebook video ad example, Blue Diamond animates a salt shaker and vinegar canister backing up, counting to three, and then running at each other to collide. The sound effects are adorable, but not necessary to capture the cuteness of the ad.
This ad type offers the added space to share more content, but gives the viewer a little more control than having to watch a video. Here are some awesome Facebook carousel ads to model after.
The visuals in this Chubbies’ carousel ad aren’t anything to write home about, but the copy, well that’s another story.
Here’s another fun carousel ad. It reads: Learn how to maintain creative control WITHOUT making marketing enemies. Then each card in the carousel has a different Creatives & Marketers need each other like…Tuesdays need tacos.T onic needs gin. Shaggy needs Scooby.
Hopefully, these examples of some of the best ads we’ve seen on Facebook have given you a few ideas of things you could try in your own campaigns, especially if your Facebook ads aren’t working, or at least give you some things to look for next time you’re sneaking a look at Facebook when you’re supposed to be working. Hey, what’s wrong with a little competitive analysis?
Kristen is the Senior Managing Editor at WordStream, where she helps businesses to make sense of their online marketing and advertising. She specializes in local SEO, copywriting, and conversion optimization, and she finds life to be exponentially more delightful on a bicycle.
See other posts by Kristen McCormick
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