With 1.18 billion daily active users, Facebook advertising provides one of the best ways to get a message in front of an audience. However, with so much competition out there, you want to make sure you are creating ads that appeal to your followers.
The biggest focus right now is on creating optimized Facebook ads that stand out from the sea of content out there. Optimized ads are targeted for your audience, which is more likely to result in conversions and a positive ROI. However, you still need to make sure that you are coming up with great ad creatives in order to appeal to users and encourage them to engage with your posts. Here are six examples of awesome ad creatives and why they work.
CoSchedule is a master marketing machine. This ad has a clean, colorful graphic that catches the eye while highlighting the CoSchedule brand in the very center. The creative works perfectly with the copy, which announces: "20,000+ marketers and bloggers use the CoSchedule editorial calendar to plan ahead and save time." First of all, they are using compelling numbers and facts, which people like. Mentioning the size of your user base also helps to build trust. Second, the graphic helps make the benefit clear: plan ahead and save time. This is relevant to their target audience and entices them to learn more. The image depicts a marketing editorial calendar so that viewers can easily see how they can get organized and save time.
This Nike ad worked well for a number of reasons. First, the vivid colors and minimal design are immediately appealing. Numerous studies have shown that high contrast CTAs can significantly improve click-through rates on landing pages. Colors are one of the best tools for drawing people's eyes to your offer. Here, the red and pink backgrounds blend perfectly with the white font to create a harmonious color palette. Their copy doesn't detract from the graphic - it is simple, direct and to-the-point so there's no mistaking how users will benefit. And they use the carousel ad format, which allows viewers to scroll through up to 10 products/offers instead of just one. Carousel ads have up to 10 times higher click-through rates than static posts on Facebook because there is a higher chance one of the images will appeal to viewers.
Obviously, Shopify knows a thing or two about how to get noticed on the Internet. This ad was a particularly brilliant choice for a number of reasons. First of all, the ad creative is sharp and visually appealing, and it highlights the focus of the content: taking better pictures for your ads. The white background helps the image to pop out in a Facebook newsfeed. Second, they aren't directly pushing a sale. Instead, they are offering valuable and relevant content to their users on how they can increase brand awareness and boost sales on their site. According to Demand Metric's research, 82% of consumers feel more positive about a company after reading custom content and 90% of consumers find custom content useful.
Adding video into the mix, like Kay Jewelers does in this ad, is a great way to get more out of your marketing posts. Over 8 billion videos are watched on Facebook every day and it is content that viewers can easily digest and remember. Kay's starts with a screencap that hints at what the video is about, again relying on the power of visuals. It also doesn't require sound to figure out what is happening in the video, which is key for Facebook. And it is set up with a clear "Like Page" CTA in order to help grow their audience rather than push sales. Keep videos short and sweet, like this one, and they'll get the best reception.
Sometimes marketers create complex graphics and ad layouts to announce a sale, but this can just bury the exciting news. Take IKEA's lead and leverage the power of a blank, colorful background like they did in this Facebook ad. Again, they are using a high-contrast ad design that works well with the copy: If you want to save money on IKEA products, just click here! It's straightforward and efficient and certainly didn't cost them a ton of money to create.
Square made really smart use of the carousel format in this ad. Instead of displaying unrelated photos, they use the carousel cards to explain how the product works. The photos use crisp, vibrant, contrasting colors, and they explicitly walk you through the process of accepting chip cards on your phone. It's appealing to viewers because it is aesthetically pleasing and highlights the value of the product. The creatives still allow viewers to easily read and understand the copy and the value of the product.