Theory is fine, but practice usually shows how hard it is to do something. When it comes to creating effective Facebook™ ads, it is no different. As a pet store owner, you’ve probably gone by the book in designing ads, and yet you don’t see the ROI you were expecting.
If your targeting is on point (see our past article on lead generation for pet businesses using Facebook™ ads) then you need to hone your skills in copywriting and creating effective visuals. The anatomy of a Facebook™ ad, as you must know by now, consists mainly of the visual part: photo or video.
Pet Owners Need the Wow Factor
To make your ad stand out, you need to consider what makes a pet owner click on such an ad. A pet is like a family member: they receive love, care, and only the best products, from food to toys and other accessories.
Your ad must be persuasive to a pet owner and inspire them with confidence. They need to feel that what you have on offer is good enough for their precious furry friend. As you get more experienced in running these ads, you will get a feel for what your potential clients like.
Until then, these examples of top-performing Facebook™ ads for pet products will offer you the inspiration you need:
1. Be Inclusive and Have a Personal Touch
This company sells products for all sorts of pets. To illustrate this, the photo is as inclusive as it can get: it features two dogs, a cat, a rabbit, a parrot, and even a mouse. To fight off the lack of colour of the photo, the other half of the ad image is bright red and the call to action stands out right in the middle: Shop Now! This is as clear as it gets and, as such, a great example of simple, actionable CTA.
As for the description above the image, it reaches out to pet owners. By using the pronoun “we” the company acknowledges that they know how important pets are for their owners and, thus, their products can be trusted.
2. State Your Offer Clearly (and Add Some Fancy Visuals)
This ad leaves no room for wondering what it is about. It offers something for free (in All Caps to stop Facebook™ users from scrolling away). A free lead magnet is a great way to build a relationship with a future client. What this company has to offer is a free solution for a true pain point for any dog owner: the issue of dog breath.
To make sure that the ad will not pass unnoticed, the visual features a dog getting the royal treatment and very bright blue colour. Any dog owner will surely stop to read the ad and, most likely, click on it.
3. Be Authentic in Your Copy and Visuals
This ad wins by authenticity. Let’s start with the photo: it is obviously not a professional advertising photo. It is not properly framed, it does not feature a purebred cat and it looks taken on the spur of the moment – just like any cat owner does with their mobile phone.
The ad copy also has an authentic touch: it features emoticons and the kind of everyday language you can read in a regular Facebook™ post. This ad looks extremely real and not staged and it does more to persuade a cat owner to buy the toy than any professionally filmed video.
4. Put User Generated Content to Work
This type of ad has a high conversion rate for one simple reason: it is not really an ad. It is a genuine customer review for a dog bed and features the customer’s own dog enjoying it. Word of mouth, as you know, is the best form of advertising. People believe what other people say about the products they bought and tried.
Since it is accompanied by a photo, this ad hits both marks for high conversion: word of mouth and actual proof.
5. Leverage Social Proof
For this monthly pet supply service, the company bet on its strongest point: a large number of satisfied customers. The photo of the happy and surprised dog looking at its latest box of treats helps, as well. So does the special offer (10% off and free shipping) and sharing the actual price of the service – an affordable $18 per month.
However, what really stands out is the number of subscribers, social proof to the fact that this is a quality service that a new customer can trust.