Facebook Ads have shown to drive sales faster than any other source in 2019. We recently researched Facebook advertising campaigns so we could show you how Facebook ad examples can teach us everything we need to know.
Facebook Ad Example Strategy
The goal of this article is to help you develop a winning Facebook advertising strategy by examining high-converting ads. It is essential to understand how to optimize your Facebook ads so you can increase your conversions. To get as much value from your Facebook ads, you’ll need to take the time to optimize your ads.
Use Stunning Visuals
The average Facebook user’s news feed is filled with all sorts of images, videos, and text posts. To gain their attention, you’ll need to find or create stunning visuals to use in your ads. Take a look at the Facebook Ad example below. See how the image used draws you in as you scroll?
Apart from using eye-catching visuals, you’ll also need to make sure that your images match Facebook’s size guidelines. Additionally, try to refrain from using text in your images. This is crucial for both getting your ad approved as well as increasing the chances that it will perform well with Facebook audiences.
Facebook states that images that contain less than 20% text perform better than those with more text. You can use Facebook’s Image Text Check tool to find out the proportion of text to image in your visuals.
Keep Copy Short & Error-Free
The second most crucial element of your ad (the first one being your ad’s image) is the copy. Try to keep your text short and say everything you need to say within one or two sentences. If you make your copy too long, most users will skip over it, and you’ll lose the opportunity to persuade them into clicking on your ad or purchasing your product. Look at the following Facebook Ad example, Ahrefs keeps it short and straightforward.
Address your audience directly and use simple language that everyone will be able to understand. Avoid using jargon or technical terms. Your copy should sound natural and be easy to read. It should also be completely free of spelling and grammar errors.
Finally, after reading your ad’s copy, users should know what exactly you’re offering and how they can benefit from using it, as well as what they should do next.
Add a Call-To-Action
A strong call-to-action (CTA) is essential to improving your ads’ clickthrough and conversion rates. You should include a CTA in your copy as well as your ad’s button text. For the CTA, focus on using short, relevant phrases, such as “Buy Now” or “Sign Up”, that clearly state what action you want users to take. Look at the Facebook Ad example below and notice the clear “Reserve your spot today!” call-to-action.
Include Special Offers
An excellent way to entice users into clicking on your ad and converting on your landing page is to offer them a special deal or discount. Studies have shown that shoppers are 57% more likely to buy from an unknown website if they get a discount or coupon code. I like how LAUNCH made it clear in this Facebook Ad example that they are offering 20% off with the “LAUNCHFB20” code.
For the best results, use a limited time offer to provoke fear of missing out (FOMO) and get users clicking and converting as soon as possible.
Adding a discount code to your ad can help you:
- Attract new customers – Shoppers who are being introduced to your brand for the first time might be more motivated to purchase from you if they know that they’re getting a good deal.
- Convert price-sensitive customers – If your average customer is price-sensitive, offering them a discount might be just the thing to convince them to purchase from you rather than from your competitor.
- Sell less popular items – If you’re having a hard time selling certain products from your inventory, offering a discount might help you sell them.
Another thing you can experiment with is including details about your refund or return policy in your ad copy to ease people’s fears about spending money on an unfamiliar website or product.
Convince With Social Proof
One thing that can dramatically increase your Facebook ad conversions is including social proof in your Facebook ad copy. Are thousands of people using your products? Mention that in your Ad’s copy. If you have positive reviews of your products on your website, include one full review or use snippets of different reviews in your copy.
You can also use a customer testimonial video as your ad’s creative. Seeing an actual customer and hearing how they’re satisfied with your products will make users feel more comfortable about purchasing from you.
Having a lot of likes and positive comments on your Facebook ad can also make a massive difference in both CTR and conversion rate. Try optimizing your ad for engagement first, and then switch to optimizing for conversions once your ad gathers enough likes and comments.
Understanding Ad Rotation
Seeing the same ad over and over again will make users start to ignore it. This is what’s known as ad fatigue.
Apart from ignoring your ad, users might even get annoyed with it and develop a negative view of your brand or company.
Ad fatigue doesn’t just affect your conversions. It can decrease your ad’s relevance score and increase your CPM and cost-per-action as well, which in return results in a decreased return on ad spend.
It’s important to remember that, given enough time, every ad campaign will experience ad fatigue. However, if you take the time to monitor your Facebook ad campaign carefully, you’ll be able to quickly spot ad fatigue and reduce its effects before it does too much damage.
To identify ad fatigue, you’ll want to look for changes in your relevance score, frequency, CPM, and cost-per-result.
If your ad is currently suffering from ad fatigue, try switching up different parts of your ad. This includes changing your ad’s creative, copy, or headline. Other ways of dealing with ad fatigue include changing your ad’s targeting, your ad campaign’s objective, or your offer.
Make Great Landing Pages
You should always make sure you have a reliable landing page. Landing pages will have a significant impact on how your ads perform. To ensure that you’ll be getting the best ROI on your Facebook advertisments, work on improving your landing page before anything else.
First and foremost, your landing page needs to deliver on the promise you made in your ad. If you mentioned having a limited time offer in your ad, you need to clearly state the offer on your landing page as well. Similarly, if your ad copy states that you have thousands of satisfied customers, you better have reviews on your landing page to back this up.
You should also strive to match the tone and voice used in your ad copy with the one that you use on your landing page. In general, aim to provide a consistent experience across all your content and a smooth transition from your Facebook ads to your landing page.
Get More Conversions From Your Facebook Ads
If you’re looking to get more conversions from your Facebook ads, you should start with optimizing your landing page. Make sure that your landing page has a similar look and feel as your ad, and that it gives users precisely what you promised them in your ad copy.
Next, start analyzing Facebook ad examples to find out what works and reverse engineer it. Look at the visuals, the copy and call-to-actions to understand why that Facebook ad is performing well. Let other people pay for advertising to find winning ads so you can simply model your ads after the winners.
To make your ads stand out among all the other content on Facebook, use eye-catching visuals such as stunning images or amazing videos. Follow Facebook’s advice on image sizing and try not to use too much text in your ad creatives.
When it comes to ad copy, you should try to keep it as short as possible. People’s attention spans are very short, and most users won’t be willing to spend a lot of time reading your ad copy. Try to get your message across in one or two error-free and straightforward sentences. Make sure to include a call-to-action that clearly states what you want users to do.
Introduce an exclusive limited time offer or discount in your ad copy to incentivize users to click on your ad and convert as quickly as possible. Using discounts in your ad can help you attract new customers, convert price-sensitive customers, and sell your less popular products more efficiently.
If you have a lot of satisfied customers or plenty of positive product reviews on your website, use these to your advantage by including them in your ad copy. Seeing that a large number of people are already satisfied with your products will help shoppers decide to buy from you more easily.
Finally, be careful of running into ad fatigue by showing your ad to the same audience too many times and boring or annoying users to the point that they start to ignore your ads. To avoid ad fatigue, keep changing up different elements of your ad to keep things fresh. Try out different ad creatives, ad copy, and call-to-action buttons.
That’s it! If you take the time to incorporate all these tips into your Facebook advertising strategy, you’ll start seeing increased conversions from your ads very soon.
If you’re looking for 500+ Facebook ad examples, go check out AdEspresso’s Facebook ad examples page.