Home / Internet Marketing News / Facebook Ad Examples That Convert

Facebook Ad Examples That Convert

More than 1.65 billion people visit Facebook on a monthly basis, making it the third most visited website globally—falling behind only Google and YouTube. With an audience that spans the globe, you can be sure that members of your target audience are counted among them.

Marketing on Facebook requires a well-executed content strategy, but you don’t have to rely on organic reach alone. Next to publishing quality and engaging content, the next best way to reach your audience on the social network is through Facebook Ads.

It can be overwhelming if you’re creating your first ad, but here are some tips and Facebook Ad examples to guide you through the process.

Choose the Right Advertising Objective

You need to go into this with a plan. Think about what you want people to do when they see your ads, and keep this goal in mind throughout the ad creation process. When you choose an advertising objective in Ads Manager, Facebook will help you create ads that work toward that specific goal.

The advertising objectives you can currently choose from include:

  • Boost your Post: This Page post engagement objective gives your content an edge by helping it appear higher in the News Feed so there’s a better chance you’re audience will see it.
  • Promote your Page: Instead of an individual post, this Page Likes objective helps promote your entire Facebook Page.
  • Send people to your website: Use the clicks to website objective if you want to send people off of Facebook to your website or landing page.
  • Increase conversions on your website: The website conversions objective will prompt people to take specific actions on your website, such as buying a product.
  • Get installs of your app: Use this objective to drive up installs for your mobile app.
  • Increase engagement in your app: The app engagement objective is designed to increase engagement with your mobile app.
  • Reach people near your business: The local awareness objective helps you reach individuals in close proximity to your business.
  • Raise attendance at your event: This objective gets more people to see and respond to your event.
  • Get people to claim your offer: The offer claims objective can be used to create offers for people to redeem in your store or on your website.
  • Get video views: This ad objective helps get more people to watch your video.
  • Collect leads for your business: This objective can be used to create a form that collects information from people for newsletter sign-ups, price estimates or follow-up calls.

Once you’ve selected your objective, we recommend that you visit the Facebook Ads Guide to learn more about that objective and the specs for each ad.

The Anatomy of a Great Facebook Ad

Anatomy Facebook Ad

Although the motivation behind each ad is different, they feature many of the same structural elements. These include:

  • Headline: A summary of what you’re offering.
  • Post text: A 90-character piece of copy that’s placed directly above or below your image. Often the first text a viewer will see.
  • Description: Available in only a couple of ad types, this 200-character piece of copy allows you to go into more depth about your product or offer.
  • Media: This is your image or video. It’s the largest part and encourages viewers to look more closely at your ad.
  • Call-to-action: This button appears near the bottom of your ad and instructs viewers on what to do after viewing your ad.

That said, the content of each ad is entirely unique to your business. But before you enter just any information into these fields, take a look at some of the data AdEspresso found in its analysis of more than 37,000 Facebook Ad examples.

Keep Text Tight & Concise

The success of your ad lies in its concise wording and delivery. Your headline should immediately capture a viewer’s attention. It must be compelling, and according to AdEspresso, it must also be concise. The median length for a headline in its study was just five words long. Anything longer risks losing focus and overwhelming viewers.

Look at this example from Southwest Airlines. Its headline, “As low as $49 one-way!” immediately captures the attention of budget-friendly travelers. While it’s not particularly witty, it’s short, direct and wastes no time getting to the purpose of the ad: the savings.

Facebook Ad AT&T

The headline in this right column ad from AT&T is a perfect example of what you should do. It’s concise, but it also demonstrates that AT&T can solve a problem experience by a very specific audience.

  • Note: Depending on the placement of your ad (desktop News Feed, desktop right column, mobile) your headline text might appear differently.

The same advice holds true for your description. The median length for an ad’s text is just 14 words, while the median length for a link description is 18 words.

This ad from ThinkGeek has just the right amount of information. It does a great job of sparking interest and describing a product without overwhelming users with too much detail or marketing lingo.

Choose Your Words Carefully

Facebook Ad Psychology

It’s not enough to only practice brevity when crafting your ad’s copy, but you must also take careful note of the words you choose to include. There’s an interesting psychology behind Facebook Ads, and advertisers tend to see better results when these five words are included:

  1. You
  2. Free
  3. Because
  4. Instantly or now
  5. New

That said, you should only insert these five words where it actually make sense. They’re common enough to be easily worked in organically, but don’t force it if it’s not a good fit. Viewers will see right through you and could become turned off by your delivery.

‘Learn More’ Is the Most Popular Call-To-Action

An excellent way to ensure your audience clearly understands that action you want them to take after viewing your Facebook Ad is by using a call-to-action button. If you’ve chosen either the Clicks to Website or Website Conversions objective, you can choose from the following CTAs:

  • Shop Now
  • Book Now
  • Learn More
  • Sign Up
  • Download

“Learn More,” “Shop Now,” and “Sign Up” are being use significantly more than any other CTA. In 2014, “Shop Now” was favored by 74% of marketers, while “Learn Now” reigned as top performer. AdEspresso’s data showed that “Learn Now” (making up 34% of the ads in the study) was used more than “Shop Now” (used in only 30% of ads).

Facebook CTA Buttons

That doesn’t mean the other CTAs should be ignored. Obviously if they’re relevant to your business or product, you should be using them. The study also found that only 56% of ads included a CTA, so there’s a lot of opportunity here for Facebook advertisers to step up their game.

This Facebook ad example from Casper is perfect. Everything from the ad’s description and post text to its headline and image. It’s clean, concise, compelling and features a prominently-displayed “Shop Now” button. You couldn’t ask for a better setup.

Send Audiences to a Landing Page

If you’re sending people off of Facebook, as in the case of a Clicks to Website or Website Conversions objective, your best bet is to direct viewers to a landing page. In fact, 69% of the ads studied linked to a landing page, while only 11% point to a home page.

Directing your audience to a specific landing page ensures that your viewers are instantly provided with the most relevant information related to your ad. If sent to your home page instead, it’s up to them to correctly navigate your site and find the details related to the product or service advertised.

This ad promoting the Adler Planetarium’s ‘Scopes in the City event, although a bit on the wordy side, includes a link directly to the event’s page on the Adler’s website. Anyone interested in the event is now less likely to drop off due to navigational errors or laziness.

PlayStation Facebook Ad

Another ad from PlayStation promotes one of its upcoming games with a new trailer. Not only does it contain a solid (albeit a slightly long) description and compelling piece of media, it features a shortened URL leading viewers to a game-specific landing page.

Deliver Relevant Ads

Facebook Ad Targeting

In addition to its massive user base, one of the biggest advantages to advertising on Facebook is your ability to target specific segments of your audience. The social network boasts 89% accuracy when it comes to narrowly targeting campaigns, compared to the average online reach of only 38%.

Currently you can target your ads by location, demographics, interests and behaviors. Advanced targeting options, such as custom or lookalike audiences, let you target Facebook Ads to existing customers or prospects using information you already collected.

By targeting your Facebook Ads, you’ll ensure that the most relevant message is delivered to the right customers across devices. As a result, you’ll get the most bang for your buck since you’re reaching only the people that matter to your brand.

Spread Your Message

There’s no magic behind launching a successful Facebook Ad campaign. Ads that perform well likely went through a lot of trial and error and numerous iterations. The Facebook Ad examples above are meant to inspire and guide you, but that’s not the only tool in your box.

From your ad’s creation all the way to its completion, there are tools designed to help you be successful.

  1. Audience Insights: In the early stages of your ad creation, use Facebook Audience Insights to learn more about your target audience to create more relevant ads.
  2. Grid Tool: Brevity is best, but it’s also enforced. Use the grid tool to ensure the images featured in your ad meets Facebook’s 20% text policy.
  3. Relevance Score: Your Facebook Ad relevance score provides you with a more transparent view on the back end of your ad’s performance.

Once your ad campaign is in full swing, make sure you’re prepared to handle the spike in engagement coming your way with a Facebook management tool like Sprout Social.

facebook-integrations monitor engage

Do you want to see how easy it is to manage comments, posts and an all-in-one single-stream inbox for all of your social channels? Sign up for your free 30 trial today!

This post Facebook Ad Examples That Convert originally appeared on Sprout Social.

Click Here For Original Source Of The Article

Ads by WOW TRK

About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

Check Also

Digital Marketing News: Coronavirus’ Impact on Marketing Budgets & Social Media Usage, LinkedIn’s New Conversation Ads, & Instagram Story Changes

2020 March 27 MarketingCharts Chart

2020 March 27 MarketingCharts Chart

LinkedIn rolls out Conversation Ads, aimed at improving personalization in messaging
LinkedIn has begun launching its new Conversation Ads, with real-time engagement ad options that include multiple calls-to-action. Conversation Ads are rolling out to all LinkedIn (client) advertisers over the next several weeks, the firm recently announced. Marketing Land

Social Media Consumption Grows Amid Coronavirus
Social media usage has sharply increased in the midst of the COVID-19 pandemic. Certain Instagram #ad campaign post likes have seen an increase of up to 76 percent during the past two weeks, as the majority of workers have shifted to temporary remote work. AList

CX in B2B Marketing: Top-of-Mind Strategy in 2020
54 percent of B2B marketers say their organizations are focusing most on customer experience and loyalty in their marketing efforts, according to newly-released report data examining global B2B customer experience priorities. MarketingProfs

Coronavirus: Emarketer lowers global ad spend projections for 2020
Worldwide ad spending will decrease due to the COVID-19 pandemic, with a previously expected $712 billion total being revised to $691 billion for 2020, a 3 percent decrease, according to newly-released forecast data, with many expecting even sharper forthcoming ad spend decreases. Marketing Land

B2B Senior Marketer Survey: The Most Effective Approaches for 2020 [Infographic]
LinkedIn (client) is tops among senior B2B marketers for nurturing leads, with some 84 percent saying the Microsoft-owned platform is the most effective social media channel, followed by Facebook at 43 percent and YouTube at 25 percent, according to recently-released survey data of interest to B2B marketers. MarketingProfs

Facebook Warns of Ad Approval Delays Amid Staff Changes Due to COVID-19 Impacts
Facebook was among the first social media platform to announce that the COVID-19 pandemic would affect how it reviews and approves certain content including ads, with a full slate of Facebook monetized content options being impacted. Social Media Today

2020 March 27 Statistics Image

Sales And Marketing Are Misaligned As Email Lags In B2B Nurture Mix: Study
While some 64 percent of marketing teams said that their organizations use account based marketing (ABM) for at least half of their marketing, 90 percent consider it challenging to successfully use it across multiple channels including sales — two of several findings of interest to digital marketers in recently-released survey data. MediaPost

Instagram's Testing the Capability to Add Hashtags and Location to Stories Highlights
Marketers may soon be able to add location information and up to four hashtags to the Highlights option of Instagram Stories, which stay active beyond the usual 24-hour active period, according to recent test observations — changes that could eventually bring an array of new targeting options to digital marketers' toolkits. Social Media Today

Amazon could win big in the post-coronavirus retail economy
Marketers may swivel more ad dollars to Amazon, which has seen sizable demand increases in response to the COVID-19 pandemic. The firm announced that it was hiring more than 100,000 new workers, and a jump in ad revenue also appeared likely as some marketers have shifted more spend to the e-commerce giant. Marketing Land

Data Hub: Coronavirus and Marketing
28 percent of industrial marketers plan to shift marketing budgets from trade shows cancelled due to COVID-19 to digital advertising instead, while 14 percent will allot that spending to content marketing — one of several statistics of interest to digital marketers contained in newly-released report data from MarketingCharts. MarketingCharts


2020 March 27 Marketoonist Comic

A lighthearted look at how not to communicate right now by Marketoonist Tom Fishburne — Marketoonist

Diabolical Mailing List Admin Twirling Mustache and Cackling at Dead “Unsubscribe” Link — The Hard Times


  • SAP, Dell Technologies — 3 Tips For B2B Marketers When Your Big Trade Show Is Cancelled Due To Coronavirus — Forbes
  • SAP — Event industry and COVID-19: An insider’s point of view — The Future of Commerce
  • Lee Odden — Marketing During a Pandemic – Resources for Small Businesses in the Coronavirus Crisis [Roundup] — Simple Machines

Do you have your own top B2B content marketing or digital advertising stories from the past week? Please let us know in the comments below.

Thank you for taking the time to join us, and please return again next Friday for a new selection of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. Also, don't miss the full video summary on our TopRank Marketing TV YouTube Channel.

The post Digital Marketing News: Coronavirus’ Impact on Marketing Budgets & Social Media Usage, LinkedIn’s New Conversation Ads, & Instagram Story Changes appeared first on Online Marketing Blog - TopRank®.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.