Top 5 Highest converting Facebook Ads - Sacred Fire Creative › wp-content › uploads › 2018 ›...

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Top 5 Highest converting Facebook Ads


4 Components of Successful Facebook Ads

1) It's visual.2) It's relevant.3) It includes an enticing value proposition.4) It has a clear call-to-action.


1) It's visual.

- Visual content is not only treated more favorably in the Facebook algorithm, but it's also more likely to be shared and remembered than written content.

- The lesson for Facebook marketers? No matter what type of ad you create, your image needs to be visually appealing.


2) It's relevant.

- If you're showing ads that aren’t relevant to your target audience, you're wasting your time and money and will likely not see success with any kind of advertising.

- Back in February 2015, Facebook launched a feature in the Facebook advertising platform that rates your ads and gives you a relevance score, similar to Ad Rank in Google AdWords.


3) It includes an enticing value proposition.

- A value proposition tells the reader why they should click on your ad to learn more about your product. How is your product or service different from any other? Why should the viewer click on your ad to see your website?


4) It has a clear call-to-action.

- Add a CTA like “Buy now and save X%,” or “Offer ends soon” and add a sense of urgency to your viewer. Your CTA should encourage people to click on your ad now.


Here’s what an image ad looks like:❖ Optimized for Placement: Takes advantage of larger

image and longer copy on Desktop News Feed.❖ Strong Value Prop Angle: Answers the nagging

question ‘why’ someone should click.❖ Short & Sweet Headline: Direct and to-the-point in

under five words or less.❖ Visceral, Communicative Image: Bright colors jump

out, with realistic view of what this ad is selling.❖ Evidence of Social Proof: If your peers like it, so will you.

Action-Oriented CTA: Uses a verb to hint at what you’re going to get when you click.


The 3 Primary Formats for Facebook Ads (With Examples)

❖ Format 1: The Right Column Ad❖ Format 2: The Desktop News Feed Ad❖ Format 3: The Mobile News Feed Ad


Format 1: The Right Column Ad❖ This type of ad is the most

traditional on Facebook, it appears on the right side of a user’s Facebook News Feed.

❖ We often see less expensive clicks and conversions when using these ads.


Format 1: The Right Column Ad❖ In order for a right column ad to

be successful, it needs to be relevant, have a value proposition, a good visual, and have a call-to-action. Let’s look at an example below from Winc (formerly known as Club W):


Here's what makes this ad great:❖ It's visual. The visual is clear, simple, and appealing

to all types of wine-lovers.❖ It's relevant. This came up in my wine-obsessed

colleague's News Feed. Need I say more? Two thumbs up on relevance.

❖ It includes an enticing value prop. Three bottles for $19? What a steal. They also pull the viewer in with an additional value: a discount on their first order of wine.

❖ It has a strong call-to-action. The word "get" is strong call-to-action language, and it's used twice here. A time limit on this offer would have made it even stronger.


Format 2: The Desktop News Feed Ad❖ This type of ad appears directly

in a user's News Feed when they access Facebook on a desktop computer, and it looks more like native advertising.

❖ In our experience, these ads have a higher engagement rate than right column ads, but they can also be more expensive.


Format 2: The Desktop News Feed Ad❖ These ads must follow organic

Facebook posts best practices and be both engaging and visual.

This is how an ad from Amazon looks in the News Feed on a desktop:


Here's what makes this ad great:❖ It's visual. Not only is this image larger than the right

column ad display, but it also uses warm colors, white space, and directional lines, which drew my eye towards the featured product.

❖ It's relevant. As a cat mom, this offer is clearly tailored to my consumer needs.

❖ It includes an enticing value prop. Amazon has advertised a self-cleaning litter box here, which is of tremendous value for any cat owner. Additionally, it shared the strong customer ratings below an image of the product. (Social proof, anyone?)

❖ It has a strong call-to-action. Amazon instructs me to click on its ad today, after which point the deal for the litter box will presumably disappear. "Now" is strong CTA language that compels clicks.


Format 3: The Mobile News Feed Ad❖ Like the desktop News Feed ad,

this type of ad appears in the user's mobile News Feed and displays like an organic posts from people and Pages that they follow.


Format 3: The Mobile News Feed Ad❖ This is what a mobile News

Feed ad for The New York Times looks like:


Here's what makes this ad great:❖ It's visual. The quirky cartoon drew my eye as I scrolled on

my mobile News Feed through lots of text and photography. The nontraditional illustration pulled me in for a closer look at the content.

❖ It's relevant. This is an article I would definitely be interested in reading, and it helps that the ad appears like a native post promoting an article in my New Feed.

❖ It includes an enticing value prop. The ad shows me which of my Facebook friends also like, and presumably read, The New York Times. This social proof makes me more likely to click and read the article.

❖ It has a strong call-to-action. This ad is dedicated to increasing the page's Likes, and by asking a question in the ad, the call-to-action makes me want to click the article to learn more.


5 of the Best Facebook Ad Examples by Type

❖ 1) The Facebook Video Ad❖ 2) The Photo Ad (includes Multi-Product Ad)❖ 3) The Local Ad❖ 4) The Offer Ad❖ 5) The Retargeting Ad


1) The Facebook Video Ad.

❖ How can you create your own video ad? First, understand Facebook video ad requirements including length and video size. We suggest keeping your video as short as possible, even though Facebook allows you to upload a much larger video. Create a video that displays your product or service, and upload directly to the Facebook ads manager by following these instructions.


2) The Photo Ad

❖ Another type of rich media advertising on Facebook is a post of an image. This is one of the most popular types of ads ever since Facebook began favoring visual content. The optimal size for News Feed photo ads is 1200x628 pixels, otherwise your image will get cropped. Adjust your image based on the target audience’s needs and by what will appeal to them the most.


2) a. The Multi-Product Ad

❖ Multi-product ads allow advertisers to showcase multiple products within one ad. Viewers can scroll through the images and click on individual links to each product. You can promote multiple of anything, not just products -- like different blog posts, ebooks, or webinars. These ads can be created in the Facebook Power Editor.


2) a. The Multi-Product Ad

❖ Here's an example of a multi-product ad from Shutterfly, along with the additional images that are used in the ad. Each image has a different offer, to appeal to many different demographics in one ad.


3) The Local Ad

❖ Local ads on Facebook only work if your business has a physical location that you are trying to drive real foot traffic to. If you fall into this category, then locally targeted Facebook ads may be a great fit for you, as you can hyper-target on Facebook down to the mile.

❖ If your business has an offer or event going on at your store, set up a few Facebook ads that appear only to people within a short distance of your store. Have these ads appear a few days prior to the event and on mobile devices while the event is happening.


4) The Offer Ad

❖ The offer ad has many benefits. First, it drives the user directly to the offer. The user claims it directly on Facebook, removing any added friction of needing to go to your website for the offer. You also can reach any type of audience that you want, as all the Facebook targeting options are possible.

❖ Finally, you can include all the information needed for the user to decide if they want it or not, including the time period it is usable, the number of people who has already claimed it, and the exact amount the offer is. This will eliminate any unqualified clicks, which cost you money.


4) The Offer Ad

❖ Here's an example of an offer ad Boston Sports Club:


5) The Retargeting Ad

❖ A retargeting ad promotes an ad to a specific list of previously identified people. Have you ever seen ads follow you across the internet after visiting a certain website? Then you've seen a retargeting ad


5) The Retargeting Ad Sample

❖ Last week, I started shopping around for a bridesmaid dress for an upcoming wedding. Today, this ad appeared in my News Feed:


Top 5 Highest converting Facebook Ads by Industry Type❖ Realtor❖ For a school or consultant❖ For a healthcare business❖ For a service based business, and❖ For a restaurant


3 Core Pillars Of Success For Real Estate Ads On Facebook

❖ Targeting❖ Campaign Objectives❖ Your Ad


Targeting

❖ The targeting you choose for your ads is the single most important determining factor to your Facebook ad campaign success and your ability to generate seller listing leads and buyer leads.

❖ Below are the three broad areas of Facebook ad targeting.➢ Interests➢ Behaviors➢ Demographics


Targeting

❖ Location Targeting: Target by Zip Code

The first thing you will want to do is set some location targeting based on the region where you’re selling properties.

❖ Age Targeting: Target the Age Ranges Most Likely to Buy


Targeting

❖ Demographic Targeting: Target by Income

By navigating to Detailed Targeting > Demographics > Financial > Income you can target your audience based on how much they’re making.


Demographic Targeting: Target by Home Ownership Status❖ Detailed Targeting >

Demographics > Home > Home Ownership will lead to three options: first-time homebuyer, homeowners, and renters. Depending on the types of properties you’re selling this will be extremely helpful in finding the right individuals. For instance, if you’re selling affordable condos in a hip urban area then you should likely target the “first time homebuyer.”


Target First-Time Home Buyers (Buyer leads)

❖ While it’s nice to target people who are “Likely to move,” you can get even closer to a buyer lead by targeting people that are First Time Home Buyers. Yes, Facebook has this as a targeting option.


First Time Home Buyer Targeting With Prequalification Of Income – Facebook Ad Targeting


Behavioral Targeting: Target those “Likely to Move”❖ This is probably one of the

coolest options, the fact that Facebook allows you to target people who are likely to move! By navigating to Detailed Targeting > Behaviors > Residential profilesyou’ll find the option for individuals who are “Likely to Move.”


Target People That Are Browsing Realtor.com, Zillow and Trulia❖ People browsing these sites are actively searching for

homes. You can layer this targeting on as well with other interests, behaviors, and demographic targets.


Targeting

❖ As a summary here are some targeting ideas to ensure you’re spending your money where it counts:

➢ Target by zip code➢ Target by age ranges➢ Target by income➢ Target by home ownership➢ Target a lookalike audience➢ Target people “likely to move”➢ Target First-Time Home Buyers (Buyer leads)➢ Target People That Are Browsing Realtor.com, Zillow and

Trulia


Campaign Objectives

❖ Facebook has more than 10 campaign objectives (Lead generation, Brand Awareness, Engagement, Reach, Conversions, and more)

❖ Many real estate professionals start with the infamous Boost Post which is part of the Engagement objective – you should stop that now as most of that ad spend is wasted (related post here on why)


Your Ad

❖ what type of ad (single image, carousel ad, lead ad, video ad, etc.), and then what is the imagery and copy written into the ad


Realtor Industry❖ Use Carousel Ads to Show

Multiple Properties (or multiple rooms in one property)

❖ Check out the example from the UK company Draft.ie below. They use this ad format to display multiple listings to their audience just in case one of these places captures a buyer’s eye. This is like catching several birds with one stone because this single ad has multiple pathways to convert.


Be Transparent in Your Ad Copy

❖ When crafting your Facebook ads for real estate, show realistic imagery, and be direct in your ad copy. Tell the consumer exactly what it is they are getting before they even have to click by including information like price, square footage, location, number of bedrooms, etc. in your Facebook ad.

Boston Proper Real Estate does a wonderful job at this by giving a very detailed description with all of their properties. Take the example below where they inform their audience of the rental price, dates, location, as well as what’s included with their listing (heat, water, etc.).


Realtor Industry

❖ Not misleading, very direct and straight to the point. Always go for clarity and avoid click bait with your Facebook ads.


Sources:

❖ Facebook Ads For Real Estate: 10 Killer Ad Strategies

❖ 7 Killer Tips for More Effective Real Estate Facebook Ads

❖ Steal These 4 Facebook Ads That Are Getting Real Estate Leads Right Now

https://www.39celsius.com/facebook-ads-for-real-estate-agents-3-tips/

https://www.39celsius.com/facebook-ads-for-real-estate-agents-3-tips/

https://www.wordstream.com/blog/ws/2018/02/06/real-estate-facebook-ads

https://www.wordstream.com/blog/ws/2018/02/06/real-estate-facebook-ads

https://www.easyagentpro.com/blog/facebook-ads-for-real-estate/

https://www.easyagentpro.com/blog/facebook-ads-for-real-estate/


More...

❖ 43 Great Examples Of Real Estate Advertising On Facebook

https://adespresso.com/blog/real-estate-advertising-facebook/

https://adespresso.com/blog/real-estate-advertising-facebook/


For a school or consultant


22 best Ad Examples for Coaches images on Pinterest


For a school or consultant

❖ Michael Hyatt is a consultant, blogger, and author who does a great job of filling every space in this ad with relevant information. He does a nice job of demonstrating social proof—he has 500,000 readers, he’s a New York Times bestselling author, and seating is limited. The call-to-action caps off this super-actionable ad.


Entrepreneurs & Coaches


For Schools & Education Institutions


For a Healthcare Business


For a Healthcare BusinessSource: The 10 Best Facebook Ad Campaigns That Killed It In 2017

Worldwide Breast Cancer Campaign Builds Awareness of…Lemons?

https://adespresso.com/blog/best-facebook-ad-campaigns/



One might say that people feel more inclined to support a good cause than a business, especially if the request is only for a like or comment on a Facebook ad–but that’s not always the case. Some people may not even know your organization exists, or may not know how to start engaging with it in a way that’s most beneficial.

That being said, the organization decided to make lemonade out of lemons with its #KnowYourLemons campaign throughout 2017. With colorful imagery and positive messaging, they took a risk by making light of what may be seen as a serious topic of discussion.


The fun and engaging mentality doesn’t just stop at the ad. The microsite provides a quiz for women to check if they’re at risk.


RESULT

By February, the campaign has reached 7.3 million people in just three Facebook posts alone. If you thought having “lemons” was a bad thing, think again.

Due to its success, the campaign continues to run even into late 2017 bringing in donations for the charity.


For a Healthcare Business❖ Healthcare.gov – Create

urgency with a ticking clock

❖ Using time-bound offers is one of the best ways to create urgency in your Facebook ads, which can drive your click-through rates through the roof.


Online Quizzes for Health - Lumosity❖ People love online quizzes

and tests that help them learn more about themselves.

❖ And there’s no reason you can’t bring these kinds of assets to your Facebook ads either, like Lumosity does to introduce people to their brain-game product:


Backed by Scientifically-valid Claims❖ People trust science.

Whenever possible, your Facebook health ads should point out the fact that the products they’re advertising are backed by and driven by real scientifically-valid claims.


Tell the story you want to tell❖ Health and wellness is a growing marketing category

as more and more consumers want to know how to live healthy lives through food, exercise, and personalized care.

This presents a unique opportunity to brands to truly embrace their inner storytellers. By incorporating your product into a narrative about bettering lives and making a difference, you can reach the people who turned to the internet to find those answers in the first place.


Let’s summarize what we’ve learned about the best health ads on Facebook so you can go out there and make your own:

1. Leverage a good review to assert your credibility2. Gamify the system with a test that satisfies a thirst for self-knowledge3. Create trust with design that evokes scientific roots4. Add just the right amount of fear to motivate people without intimidating them5. Turn coupon claims into leads by picking the right price6. Create genuine customer conversations through comments7. Let your vertical find you with choices in a carousel8. Build identities around your product with several highly-specific personas9. Raise the stakes with data to appeal to elites and aspiring elites

10. Give instant value with content by sharing an article that actually helps people11. Create urgency with time-bound offers12. Use a #TBT to show longevity in an ever-changing industry13. Spur people to action with emotion through a hero narrative14. Assert your authority with status markers and design gravitas

As Facebook finds new ways to present ads, whether through live video or VR, the stories you tell can become more interactive and personalized.


Sources:

❖ The 13 (+1) Best Health Ads on Facebook To Inspire Your Campaign

https://adespresso.com/blog/best-health-ads/

https://adespresso.com/blog/best-health-ads/


For a Service Based Business


Sample: Printing Service BusinessSource: The 10 Best Facebook Ad Campaigns That Killed It In 2017

OvernightPrints Gets a Boost from KlientBoost Seemingly Overnight

● GOAL

When KlientBoost, an Orange County, CA PPC/CRO agency, took on Overnightprints.com as a client in early November 2017, their goal was to help increase conversions.




● IMPLEMENTATION

Overnightprints.com had been running retargeting efforts to sell postcards on the official website, but it seemed like they might be limiting their focus a bit too much.

The question arose: why are they only utilizing right rail ads?




● KlientBoost used the same creative from previous campaigns, but set out to increase reach with new placements. The agency started utilizing both desktop and mobile news feed ads, expanding placements beyond just the right rail ads.

RESULT

As a result, the client saw the number of conversions increase from 208 to 641 purchases (that’s a 200% increase!). Not only that, but cost per purchase decreased from 42 cents per purchase to 12 cents per purchase — all this in less than a month (see results below for 11/12 – 11/30).




TAKEAWAYS & TIPS

● In this case, it wasn’t so much that the right rail ads weren’t performing well, but that the client was missing opportunities to reach an audience who engaged differently on Facebook — many users were engaging on mobile devices or were more focused on native content in the news feed rather than looking at the ads on the side

● If you have a limited budget, it’s more about focusing on the right components rather than less components. It becomes more about long-term return on investment than short-term savings.



For a Restaurant


From The 100 Most Engaging Restaurant Facebook Posts

❖ Rank: 1Taco Bell — May 2387,358 likes, 522 comments

"Did you know that 1 in 3 teens drop out of high school every year? For every 'like' on this post, Taco Bell will donate $5 to Graduate to Go to help more teens graduate high school. Up to $1 million!"

https://storify.com/Mark_from_NRN/the-100-most-engaging-restaurant-facebook-posts




❖ Rank: 2Pizza Hut — June 2562,661 likes, 6,725 comments

"Amazing has arrived! Garlic Bread Pizza — hot melted cheese and pizza toppings on thick buttery garlic bread. Why didn't we think of this before?!?





❖ Rank: 3Buffalo Wild Wings — June 2759,198 likes, 2,203 comments

"Who could use a drink right about now?"





❖ Rank: 4Starbucks Coffee — May 2659,862 likes, 813 comments

"Nothing like spending the weekend with the family!"





❖ Rank: 5Krispy Kreme — June 2239,358 likes, 1,585 comments

"Dreaming of doughnuts? So are we."




Sources:

❖ The 100 Most Engaging Restaurant Facebook Posts

❖ Social Media Marketing for Restaurants: 21 Tips❖ Facebook Ads For Restaurants: 5 Killer Ad

Strategies❖ How to Use Facebook Ads for Local Businesses

(And Why They Work)



https://blog.wishpond.com/post/57638303180/social-media-marketing-for-restaurants-21-tips

https://www.39celsius.com/facebook-ads-for-restaurants-5-killer-ad-strategies/

https://www.39celsius.com/facebook-ads-for-restaurants-5-killer-ad-strategies/

https://blog.wishpond.com/post/75702175163/how-to-use-facebook-ads-for-local-businesses-and

https://blog.wishpond.com/post/75702175163/how-to-use-facebook-ads-for-local-businesses-and


...to be continued…

You can visit this site to look for FACEBOOK ADS of ANY INDUSTRY!https://adespresso.com/ads-examples/

● The 10 Best Facebook Ad Campaigns That Killed It In 2017○ Actual samples with lengthy detailed discussion of each

● MORE ENUMERATED LIST EXAMPLES - ○ 142 BEST FACEBOOK AD EXAMPLES (2018 UPDATE○ 32 Facebook Ad Examples You Can’t Resist But Copy

https://adespresso.com/ads-examples/


https://aggregateblog.com/best-facebook-ad-examples/

https://klientboost.com/ppc/facebook-ad-examples/


Resources:❖ A Cheat Sheet to High-Converting Facebook Ad Creative

➢ https://blog.kissmetrics.com/high-converting-facebook-ad/❖ The 10 Best Facebook Ad Campaigns That Killed It In 2017

➢ https://adespresso.com/blog/best-facebook-ad-campaigns/❖ 142 BEST FACEBOOK AD EXAMPLES (2018 UPDATE)

➢ https://aggregateblog.com/best-facebook-ad-examples/❖ 32 Facebook Ad Examples You Can’t Resist But Cop

➢ https://klientboost.com/ppc/facebook-ad-examples/❖ 7 High-Converting Facebook Ad Targeting Strategies

➢ https://neilpatel.com/blog/7-high-converting-facebook-ad-targeting-strategies/❖ 3 Incredibly Effective Facebook Ad Examples

➢ https://instapage.com/blog/3-incredibly-effective-facebook-ad-examples❖ 11 awesome Facebook ad examples you need to see (and copy)

➢ https://charlielawrance.com/11-awesome-facebook-ad-examples-you-need-to-see-and-copy/

https://blog.kissmetrics.com/high-converting-facebook-ad/


https://aggregateblog.com/best-facebook-ad-examples/

https://klientboost.com/ppc/facebook-ad-examples/

https://neilpatel.com/blog/7-high-converting-facebook-ad-targeting-strategies/

https://instapage.com/blog/3-incredibly-effective-facebook-ad-examples

https://charlielawrance.com/11-awesome-facebook-ad-examples-you-need-to-see-and-copy/

https://charlielawrance.com/11-awesome-facebook-ad-examples-you-need-to-see-and-copy/

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