Seeing is believing – and this is exactly what we will do in this article. We will show you some of the best performing Facebook™ ads. But we will not do just that: we will tell you why these ads were so successful.
So far, we have tried to give you the theoretical background you need to create effective ads. And we hope that we’ve done a great job. But, just in case some things are unclear to you, we decided to pick five great ads from five different niches and analyse them.
Hopefully, this analysis will inspire you to pick one element from here, one from there, and create the anatomy of the perfect Facebook™ ad for this holiday season. Without further ado, let us get started:
- Moo Business Card Design
This ad literally pops out of the screen and keeps your eyes riveted on it. You have to admit, this is not the kind of ad you could just scroll by without doing a double take. You would probably say that it’s the bright red colour which drew your attention, but this is just one of several clever tricks behind this memorable ad.
The contrast between the red background and the white business card puts the card into focus in the negative field of sight. And look at the elements of the photo: peppers and business cards. That’s an unusual combination. It makes you wonder: what’s the connection? And that is quite enough to get you to click on the ad.
Key takeaway: Use contrasting colours, do not be afraid to use unusual combinations of elements and be original.
- Asana Work Tracking Software
The ad for Asana work tracking software makes a strong promise in words and reinforces it with the graphics. The promise is of great interest for the target customers: business managers who need a clear, simple and effective way to manage their team and projects.
The company obviously knows their target customers very well and offers a solution to one of their biggest pain points. The simple design, devoid of anything which may distract the attention from the message, makes the words pop out.
Key takeaway: Know your audience very well, promote the key benefit of your product, make the design reinforce the written message.
- Blue Apron Meal Kits
The photo alone makes you a little hungry, doesn’t it? It features a clever mix of the primary colours with psychological triggers used in the food industry: red, yellow, and green. Once the prospect’s appetite was opened, the copy continues to stir the desire to learn more.
It starts with a very obvious question for anyone who has never heard of this company. And it continues with an invitation to try for yourself AND do it for free. At the bottom of the ad, a personal testimony from a customer brings the social proof anyone needs to trust the company.
Key takeaway: Invest in high quality photography, offer social proof and offer an incentive, like a free trial, to attract new customers.
- Soylent Soy Drink
Is it wise to include question marks in a Facebook™ ad? Soylent thought so and they were right. Their ad stirs curiosity and even a little controversy. The copy matches the tone set by the image.
The ad does not promise anything specific – it simply does its best to unsettle the prospects with the question related to the taste of the product. It simply makes people curious enough to try the product.
Key takeaway: Do not be afraid to create a little controversy and get people wondering about your product.
- IKEA Furniture
When you have a sale… just say you have a sale. This is what IKEA does and it worked splendidly for them. The ad is just giving the basic information people need to click on it. The contrasting colours are meant to draw attention. And the copy gives the extra incentive people need to invite their family to join in the shopping spree.
Key takeaway: Simplicity always pays off, especially for sales campaigns. People are familiar with how the sales season works and they are only looking for the opportunity to find great deals. So do not overcomplicate your ad with unnecessary copy or design elements.