15 of the Best Facebook Ad Examples That Actually Work ...

Find out how Facebook ads work, the types and formats available to you, and take a look at 15 Facebook Ad examples that show how best to use ... 15oftheBestFacebookAdExamplesThatActuallyWork(AndWhy) Wealsorecommendthislookbookof50moreFacebookadexamples. GettheLookbook SophiaBernazzani Published: July14,2022 Onaverage,Facebookishometo3billiondailyactiveusers—fromCEOstostudentstocompanies.Andwhilethecommunityisclearlythere,connectingwiththemfromamarketingstandpointisn'talwayseasy. Forbrands,postingonFacebookaloneisn'tenoughanymore,especiallyforonesjuststartingout.Sure,youcaninvestinpromotionalcontenttodriveuserstoyourFacebookPageandwebsite,butthisrequiresmorethananadbudget:itrequiresstrategy. OnewaytogetthemostoutofyourFacebookadstrategyistocreateoptimizedFacebookAdstargetedattherightaudience.Byleveragingoptimizedads,youcanbetterallocateyourPPCbudgetandbetterpromoteyourbrand. We’llshowyouhowtomakeagreatadtoachievethesegoalsthroughthebestFacebookadexamplesandpracticeswe’veseenyet. DoFacebookAdsWork? BestFacebookAdExamples HowdoFacebookAdswork? FacebookAdPlacements FacebookAdFormats FacebookAdsBestPractices FeaturedResource 50FacebookAdExamplesWeActuallyClicked Tellusabitaboutyourselftoaccessthelookbook. DoFacebookAdsWork? Yes,Facebookadsworkbecauseoftheirhighlevelofaudiencetargeting,thenumberofusersontheplatform,andanalyticalinsights.Throughsuccessfuliterationandexperimentation—combinedwithagoodstrategy—brandscanseeapositivereturnoninvestmentfromFacebookads. So,whatdoesoptimizedFacebookadvertisingactuallylooklike?TogainsomeinspirationforyournextFacebookadcampaign,takealookatourlistofthebestFacebookadexamplesfromacrossindustries. FeaturedResource:50AmazingFacebookAdExamples Seethesebestpracticesinactionwithourcollectionof50FacebookAdExamplesfromrealbusinessesthatweadmire. BestFacebookAdExamples SofaLush LumeDeodorant KayJewelers Monday.com Amazon NatureBox Winc Shutterfly MUCampusDining BostonSportsClubs Allbirds TheNewYorkTimes TortugaMusicFestival AdriannaPapell Bustle 1.SofaLush VideoAd WhyThisAdWorks It'svisual:Thevideointheadclearlydemonstrateshowtheproductworks.Also,thevideoopenswithapressurecookerthatseemingly"disappears"duringthecourseofthevideo.ThisEastereggpromptedalotofengagementinthecomments,whichfurtherimprovedthead'sperformance. It'srelevant:It'srelevanttomebecauseIwasrecentlylookingfornewcouches.Thisproductshowsanalternativetoreplacingmycouch,ontheoff-chancethatImightwanttogetmoremileageoutofmyexistingcouchbeforemakinganewpurchase. It'svaluable:The"how-to"styleofthevideoismeanttounderscorethevalueproposition:makingyourexistingfurnituremorestylish...withoutalotofhassle. Ithasasolidcalltoaction:Theadstatesthatthereareover150designstochoosefromandhasabuttonthatpromptsmeto"shopnow"andseeifoneofthemwouldfitmystyle. 2.LumeDeodorant PhotoAd WhyThisAdWorks It'svisual:Thevibrant,purplehuesofthetext,packaging,andbackgroundguidetheusertothemostimportantinformationontheadlikehowLumedeodorant“StopsOdorBEFOREitstarts.”Thesmilingmodelmayshowcasewhereyoumostcommonlyapplydeodorant—yourunderarms—butthetextmakesaboldvaluestatementthatyoucanactuallyuseitalloveryourbody.Thisadmakesyoufeelbetteraboutatopicthatdoesn’talwaysfeelsogood—sweating—bymakingyoufeelconfidentinyourantiperspirantprotection. It'srelevant:Ihavebeenrecentlyresearchingskincareproductstobeginanewregime.Withthisbehaviorcue,Lumeknowsthatorganicdeodorantisbetterforskinbutmanybrandsfallshortofbeingabletoblockodor,andsomeevencauserashes.Thisisalsoaluminum-freedeodorant,anincreasinglydesirableoptionamongstconsumersliketheirtargetaudience. It'svaluable:Knowingwhereotherorganicdeodorantsfallshort,Lumepositionstheirbrandwithoutthosedrawbacks,andtheydoitinacleverandengagingway(thesong). Ithasaclearcalltoaction:Theendofthephotoadpromptstheusertoclick“GetOffer”sotheyclaimtheirstarterpack—ahassle-freepropositionforconsumersnewtotheirproductsandunsureofwheretostart. 3.KayJewelers VideoAd ThisFacebookvideoadfromKayJewelerstellsaquickbutmovingstory—somethingKayJewelersiswell-knownfor—usingjustafewsecondsofyourtime.Youdon'tevenneedthesoundoninthevideoabovetoknowwhat'shappeningandthemessageKayissending. Ifyou'readvertisingaproductwithsentimentalvalue,likeKayJewelers,videoadsarethewaytogo.Justbesureyourvideohasaclear(andhappy)ending—peopleviewvideosmorepassivelyonFacebookthantheywouldonYouTubeanddon'thavetimetointerpretyouradifit'stoolongorcomplex. WhyThisAdWorks It'svisual:Eventhoughthisisavideo,IhaveageneralideaofwhatIwillbewatching,thankstothescreencaptureitstartedwith.Additionally,Icanunderstandthegistofthisadwithoutplayingwiththesoundon,whichisimportantgiventhat85%ofvideosonFacebookarenowviewedwithoutsound. It'srelevant:It'srelevanttomebecauseIwasrecentlyscouringjewelrywebsites,specificallyfornecklacesliketheoneinthead. It'svaluable:Kayshowspotentialcustomersthevalueofpurchasingwiththehelpofthehappyreactionfromthewomanreceivingthegiftinthead.Plus,whodoesn'tlovedogs? Ithasasolidcalltoaction:ThisadissetuptodrivePageLikes,whichisaneasy,one-clickwayformetogetmorerelevantcontentserveduptome. 4.Monday.com PhotoAd Monday.comisatask-managementtoolthatcaterstomultipleoperatingsystems,bothdesktop,andmobile.Butinthephotoadabove,thecompanyuseditscompatibilitywithMaccomputerstoremixitsownlogointheoriginalrainbowcolorsoftheApplebrand. ForgrowingbusinesseslikeMonday.com,it'sasmartideatopivotoffthebrandawarenessofhouseholdnames.ByfillingtheMondaylogowithApple'sfamousrainbowcolor-way,theadabovecapturestheattentionofMacuserswho'drecognizethosevintagerainbowstripesanywhere(andcoulduseanewtask-managementtoolthatworksontheircomputer). WhyThisAdWorks It'svisual:TherainbowcolorsfillingtheMondaylogoarebotheye-catchingagainsttheblackbackgroundandfamiliartoanyMacuser. It'srelevant:ForMacusers,andthosewhoneedtoorganizetheirtasksonaregularbasis,thisadisrelevanttotheirlifestyleinmorewaysthanone. It'svaluable:TheadcallsattentiontoMonday'scompatibilitywithMaccomputers,makingtheproduct'suserexperiencemorevaluabletoMacusersasaresult. Ithasaclearcalltoaction:The"LearnMore"CTAonthebottom-rightoftheadisaclearinvitationtofindoutmoreaboutthisproduct'susageonApplehardware. 5.Amazon EventAd ThisishowaneventadfromAmazonlooksintheNewsFeedonadesktop.Thisadworkswellonafewdifferentlevels:Asampleproductisclearlydisplayed,theadshowsanimpressive(buthonest)ratingofthatproduct,andyouknowwhicheventAmazonispromotingrightaway—BlackFriday. EcommercecompanieslikeAmazonuseeventadstoboostsalesatspecificpointsduringtheyear,andFacebookeventadsmakethiseasy.Wheninvestingineventadvertising,buildalistoftheholidays,shows,conferences,andawarenessmonthsyourbusinesscaresabout.Thatway,youknowexactlywhichmarketcampaignslineupwiththeseoccurrencesandwhentopromotethemonyourFacebookBusinessPage. WhyThisAdWorks It'svisual:Notonlyisthisimagelargerthantherightcolumnaddisplay,butitalsouseswarmcolors,whitespace,anddirectionallines,whichdrewmyeyetowardthefeaturedproduct. It'srelevant:Asacatmom,thisofferisclearlytailoredtomyconsumerneeds. Itincludesanenticingvalueprop:Amazonhasadvertisedaself-cleaninglitterboxhere,whichisoftremendousvalueforanycatowner.Additionally,itsharedthestrongcustomerratingsbelowanimageoftheproduct.(Socialproof,anyone?) Ithasaclearcalltoaction:Amazoninstructsmetoclickonitsadtoday,afterwhichpointthedealforthelitterboxwillpresumablydisappear."Now"isstrongCTAlanguagethatcompelsclicks. 6.NatureBox PhotoAd ThisphotoadbyNatureBoxfeaturesacreativepoint-of-viewshotthatisperfectfortheangleatwhichyou'ddiveintothecompany'svarioushealthysnacks.Theadmakesyouimagineyournexthouseparty...Ithoughtthepeanutsspillingoutontothetablewasanicetouch. InyournextFacebookphotoad,playaroundwithlive-actionphotographyanddigitaldesigninthesameimage.Asyoucanseeintheadabove,NatureBoxwasabletodesignavibrant"freetrial"iconrightontopofanimagethatwould'veworkedjustaswellonitsown. WhyThisAdWorks It'svisual:Theimageshowsyouexactlywhatyou'regetting,anditcallsoutthe“freetrial”CTAwell. It'srelevant:Everyonelikestosnack.Inallseriousness,thepersonwhosawthisisafanofseverallifestylesubscriptioncompanies,whichiswhatNatureBoxis. It'svaluable:Thisadisfullofvalue.First,the“freetrial”calloutisthefirstthingyoureyesgotowhenlookingattheimage.Second,itclearlymentionsthehealthyaspectsofthegoodiesinitsproduct. Ithasaclearcalltoaction:NatureBoxisaskingyoutotryitsfreesample.Itcouldn'tbeeasiertoknowyournextstep. 7.Winc RetargetingAd Here'sanexampleofashortandsweet(literally)retargetingadfromWinc(formerlyknownasClubW).ThisadisdisplayedontherightcolumnofFacebookspecificallyforuserswhobrowsewine-relatedcontentonline.Whenyouradcaterstopeoplewhoyouknowwouldbeinterested,modelingtheproductthewayWincdoesabovecanbeahomerunforyourbrand. WhyThisAdWorks It'svisual:Thevisualisclear,simple,andappealingtoalltypesofwineloverswine-lovers. It'srelevant:Thiscameupinmywine-obsessedcolleague'sNewsFeed.NeedIsaymore?Twothumbsuponrelevance. Itincludesanenticingvalueprop:Threebottlesfor$19?Whatasteal.Theyalsopulltheviewerinwithanadditionalvalue:adiscountontheirfirstorderofwine. Ithasastrongcalltoaction:Theword"get"isstrongcall-to-actionlanguage,andit'susedtwicehere.Atimelimitonthisofferwouldhavemadeitevenstronger. 8.Shutterfly Multi-ProductAd Here'sanexampleofamulti-productadfromShutterfly,alongwiththeadditionalimagesthatareusedinthead.Eachimagehasadifferentoffer,toappealtomanydifferentdemographicsinonead. Ineachimage,theproductbeingpromotedisconsistentinthelookandfeeloftheShutterflybrand—thisisanimportantqualityofadsthatshowcasemorethanoneitemandpicture. WhyThisAdWorks It'svisual:Thisseriesofimagesleansonaconsistentcolorpalette,makingitfeelbothcohesiveandon-brand.(Includingdelicious-lookingcupcakesdoesn'thurteither.) It'srelevant:Thepersonwhosawthislovestakingphotosoflifeeventslikegraduationsandcreatingsentimentalgiftsfromthesemoments.Spoton,right? It'svaluable:Thereisaclearvaluefortheuser,50%offeachoftheproductsbeingadvertised.Thesaledetailsaren’tstatedanditonlyalludestoafastlyapproachingenddatebutthisalsoencouragesuserstoclickthroughtothewebsiteinordertofindthisinformation.Thisadalsohasanaddedlevelofvalue,itisshowingthemanydifferentwayspeoplecancreategradcardsandgiftsusingShutterfly,inwaysmanymaynotbeawareof. Ithasaclearcalltoaction:IknowIneedtousethisbeforeFebruary17thwhenthisdealexpires,soIwouldbeencouragedtotakeactionrightaway. 9.MUCampusDining ReachAd ThisFacebookReachadfromMizzouCampusDiningpromotesamenitiesattheUniversityofMissouri,usingtwofamiliarlogosandamarketplacethatanyoneoncampusmightrecognize. Theadcopybeneaththeimageinvitescustomersin"afterthegame"—areferencetocampuslifethathelpsFacebookusersimaginewhentheymightwanttostopinforasandwich. WhyThisAdWorks It'svisual:Thisimagehascollegepride,avarietyofsaltyandsweettreats,andawell-knownlogotoattracthungrycollegestudents. It'srelevant:Thisadislikelyonlybeingshowntostudentsoncampuswhoareinitstargetaudience.Italsomentionsthesportsgamethatwasgoingonatthetimeandplaystothestudent'scurrentneeds:snacksandSubwaysandwiches. It'svaluable:MizzouMarketistellinghungrycollegestudentsthatithaseverythingstudentsneedforthebiggame. Ithasaclearcalltoaction:Thisadhastheoptiontoshowdirections,makingitextremelyeasyforacollegestudentonthegotofollowthewalkingdirectionstothismarket. 10.BostonSportsClubs OfferAd AllconsumersreallyneedtoseeistheboxerpicturedabovetoknowwhatthisadbyBostonSportsClubs(BSC)isoffering.Thewomaninthephotoevenlookslikeshe'sstaringatthetexttoherleft,gettingviewerstoshifttheirattentiontothepromotionrightaway. ThisFacebookOffersAdmakesitobviouswhatcustomerswouldbesigningupforwhentheyclickthe"SignUp"CTAbuttonbelowthepicture.OfferadscaneasilymisleadviewersintopressingtheirCTAjusttogetthemtoclickonit,butitultimatelydoesn'tconvertviewersintocustomers.BSC'sapproachaboveisclearandupfrontaboutwhatit'sofferingthroughoutitsconversionpath. WhyThisAdWorks It'svisual:Thefeaturedphotousesboldcolorsandcleartypographytodrawmyattentiontothedetailsoftheoffer,andthewomanexercisinggivesmeanideaofwhatIcouldgainfrompurchasingtheoffer. It'srelevant:IrecentlymovedtoBostonandhavebeensearchingforgymsinmyareaonline,sothisadishighlyrelevanttomyrecentFacebookandsearchactivity. It'svaluable:Paying$5foramonthlygymmembershipisagreatdeal.Eventhoughthepricemayincreaseinthefuture,thelowpricedefinitelymakesmewanttoclick. Ithasaclearcalltoaction:TheCTAemphasizesthatthediscountofferislimitedandshouldbeclaimedquicklyusingtheword"hurry"andtellingmewhentheofferexpires. 11.Allbirds VideoAd ThisvideoadbyAllbirds,ashoemaker,usessimplicityandwhitespacetoitsadvantage.Thevideoonlylastsnineseconds,butAllbirdsdemonstratestheproductinawaythatcatchesyourattentionandresonateswiththeindividualwearer. There'salotofadcontentonFacebook,andwhenFacebookusersscrollthroughtheirNewsFeeds,thatcontentstartstoblendtogether.SometimesyourbestchanceatstickingoutonFacebookisbyusingsubtlemovementsanddetails—likeAllbirdsdid,above.LeteveryothervideoonFacebookbequickandflashy,andyourswillbeabreathoffreshairtoyouraudience. WhyThisAdWorks It'svisual:Thevideohasaclearfocusonasubject,andthatsubjectisengaginginamovementthatmeanssomething:Theseshoesarecomfy.IsubconsciouslystartedwigglingmyowntoesasIsawthisadforthefirsttime. It'srelevant:I'malwaysinterestedinfindingnewshoes—Iprobablysearchorclickonsomethingrelatedtofootwearonceaweek.Thisadfeedsthatinterestinauniqueway. It'svaluable:Theopeningquoteabovethevideoisreasonenoughformetowanttolearnmoreaboutwhytheseshoesaresocomfortable.Allbirdsalsosweetensthedealwith"freeshipping,""freereturns,"andanotebelowthevideothattheproductis"machinewashable"—allwithouttakingthefocusawayfromthevideoitself. Ithasaclearcalltoaction:IfIwanttheseshoes,there'sa"ShopNow"CTAbuttontothebottom-rightofthead,waitingformetotakeacloserlookatthem. 12.TheNewYorkTimes PhotoAd ThisphotoadbyTheNewYorkTimesisdrivingtraffictoawrittenarticlewithanintriguingillustration.Thedrawingliterallydepictsthearticle'sidealaudiences—workingmenandwomenraisingchildren.Forparentswhoareevenalittleinterestedinunderstandingburnoutandmentalhealth,thisimage(alongwiththestatisticallybackedreportintheheadline)clearlyshowsatiredmomtryingtocatchsomerestwithherchildren. WhenpublishersadvertiseonFacebook,theyneedtoconnectwiththeiraudiencethroughfeaturedimagesthatevokeemotion—iftheirmainproductisareadingexperience;thephototheychoosehastocomplementtheirwrittencontentperfectly.TheNewYorkTimes'adaboveisanexampleofphotoadsdoneright. WhyThisAdWorks It'svisual:Thisadisemotionallyimpactful—ifyouhavenotbeenatired,workingparentthenitisyou’veseenthem,andthatsightcanmakeyoufeelimmensecompassiontowardsthem.Byincludingavisualthatmakesausercareenoughabouttheadtoreaditandclickthrough,NYTisaccomplishingthegoaltowhicheveryadaspires. It'srelevant:Especially,inthewakeofCOVIDwithparentssimultaneouslybalancingworkandpersonallifewithinthesamespace,thetopicisincrediblyrelatable.ThisisanarticleIwouldpersonallybeinterestedinreading,andithelpsthattheadappearslikeanativepostpromotinganarticleinmyNewsFeed. Itincludesanenticingvalueprop:Theadstatesthatyoucanfindhelpifyourecognizethesignsofparentalburnout,whichcanfeellikebeingtossedalifejacket—especiallytotheparentsreadingthereport.Thissocialproofmakesyoumorelikelytoclickandreadthearticle. Ithasaclearcalltoaction:Thisadisdedicatedtohelpingparentsmakesenseofthesignsandgethelpfortheirfatigue,sobyencouragingparentsto”LearnMore”,thecalltoactionmakesyouwanttoclickthearticletofinallyfindanswers. 13.TortugaMusicFestival EventAd Successfuleventadshaveatleasttwoimportantqualities:theevent'sscheduleandsomethingtojustifywhypeopleshouldattend.TheeventadabovefortheTortugaMusicFestivalaccomplishesbothofthosethings—itdisplaysthedateandtimeandthebandsplayingandshowsyouapictureoftheamazingtimeyou'llhaveifyoucome. WhyThisAdWorks It'svisual.Thepicturealoneisworthathousandwordsabouthowmuchfunthisconcertwouldbe.Notonlyisitonthebeach,itwasalsotakenonagorgeousdayandthestagelooksamazing.Also,itclearlyrepresentswhattoexpectduringtheevent,anditcatchestheeyeassomeonescrollsthroughtheirNewsFeed.(Thebeautifuloceanwaterdefinitelyhelps.) It'srelevant.ThepersonwhosawthisadisafanofKennyChesneyandhasbeentohisconcertsbefore.They'realsooriginallyfromFlorida,whichiswherethiseventtakesplace. It'svaluable.Sincetheimagewastakenonabeautifulday,itlookslikeanidealplacetobe—especiallytothoseofusviewingitfromourofficedesks.Italsoclearlytellsyouthecostoftheticketsoyouknowbeforeyouclick.(Thisisalsogoodfortheadvertiser:Byincludingtheprice,theadallowsuserstoself-selectbasedonwhethertheycanaffordtheticket.Iftheycan'taffordit,theywon'tclickthrough,thussavingtheadvertisermoneyonunqualifiedclicks.) Ithasaclearcalltoaction.TheCTAisclear:"Buy."Theadvertisersalsoaddurgentwordingwiththetitle“Timeisrunningout!”,encouragingyoutopurchaseyourticketnowbeforeit'stoolate. 14.AdriannaPapell RetargetingAd Lastweek,IstartedshoppingaroundforabridesmaiddressforanupcomingweddingI'llbein.Today,theadaboveappearedinmyNewsFeed. Retargetingadsenableyoutogetinfrontofthoseviewerswhoarealreadylookingforwhatyou'reoffering.ThisretargetingadbyAdriannaPapelldoesn'tjustshowmewhatI'monthemarketfor—itexcitesmeabouthowbeautifulourownweddingpartypictureswilllookonmyfriend'sbigday. WhyThisAdWorks It'svisual.Theimagegivesmeagoodideaofwhattoexpectfromthedesigner'swebsite,anditdefinitelyhelpsthatthegownsarebothuniqueandstunning.Talkaboutashowstopper. It'srelevant.TheadcalledoutthatIwasalreadyshoppingforbridesmaiddresses,andwhat'smore,Ihadpreviouslylookedatdressesonthisexactwebsite,sothisadishighlyrelevanttomysearch. It'svaluable.Thevarietyofdressesinthead'simageandinthedescriptionmakethiswebsiteworthavisitforsomeonetryingtofindtheperfectgownoutofthousandsofoptions. Ithasaclearcalltoaction.TheCTAis"ShopNow,"whichencouragesmetoclicktopurchasethebeautifuldressesinthead'simage. 15.Bustle BoostedPost Here'sanexampleofaboostedpostfromBustle,whichpromotedoneofitsarticlesonFacebook.Payingto"boost"apostyoualreadypostedorganicallytoyourFacebookBusinessPagecangreatlybenefitcontentthathasmassappeal—versusapostthattargetsaspecificsegmentofyouraudience.Bustle'schoiceofaboostedpostherefallsintothatfirstcategory. FromAmazon'svibrantneonsigninthephototothehighnumberofexamplesincludedinthearticle(42,tobeexact),Bustle'sboostedadissuretopiquetheinterestofmanyAmazonandBustlefollowers. WhyThisAdWorks It'svisual:LotsofpeoplearefamiliarwiththeAmazonPrimelogo,butnotinneonlightsinawindowdisplay.Itmademedoadouble-takewhilescrollingthroughFacebook. It'srelevant:Aswe'vealreadylearnedfromtheearlierexamples,IlikeshoppingonAmazonandalsoreadBustle,sothisarticleisacombinationofthosetwobehaviors. It'svaluable:"Brilliant"isastrongadjectivetodescribeproducts,whichmakesmecurioustolearnmoreaboutpurchasingthem. Ithasaclearcalltoaction:Theadenticesmewithinformationaboutusefuland"brilliant"gadgetsIcangetdeliveredtomydoorwithintwodays,whichI'mhappytoclicktolearnmoreabout. Facebookadscanbeagreatwaytoreachouttopotentialcustomers,butit’simportanttomakesureyoursstandsoutfromtherest.Creatingagreatadisallaboutunderstandingyouraudienceandwhattheywanttosee,theseinsightswillshowyouhowtoleverageFacebookadssothattheyworkforyou. HowdoFacebookAdswork? FacebookAdsworkbytargetingagroupofFacebookusersthatallsharesimilarcharacteristics,andplacingyouradontheseusers'NewsFeedsorrightcolumn.Thereareeightdifferentadformatsyoucanchoosefrom,eachcateringtothespecificgoalsyoumightwantyouradtoaccomplish. ToinvestinFacebookAdseffectively,youfirstneedtoknowwhoyouradsaredirectedtoward.WhencreatinganewadonFacebook,youcancreateanewaudiencethatincludesmanycustomizablecharacteristics.Amongthemare: Location. Age. Sex. Languagesspoken. Interestsandbehaviors. Theirconnectionstoyourotherbusiness-relatedpagesonFacebook. Youcanalsocreatewhat'scalledaLookalikeAudience,whichpermitsFacebooktocreateanaudienceforyouthatbestresemblesaparticular"source."Thissourcecanincludesomeoralltheinformationlistedabove. FacebookAdFormats Afteryoudefinetheaudienceyouwantyouradstoreach,it'stimetochoosetheFacebookAdformatyouthinkthey'llfindmostengagingfromtheseeightoptions: Format1:PhotoAd PhotoAdsarestillimagesthatcanhelptopromoteaproductoreventyouwanttospecificallycallattentionto.Ifyouhaveaspecialpromotiongoingon,forexample,thisadformatputsacrispsnapshotofyourproductorvenueatthecenterofyourad. ForadsshowninaFacebookNewsFeed,therecommendedimageresolutionisatleast1080x1080. Format2:VideoAd VideoAdshaveaGIForvideoasthecenterpieceoftheadvertisementandcanbeusedtodemonstrateaproductorevent.VideoAdshelpyouformdeeperconnectionswithyouraudiencebyaligningyourbrandwithatypeofcontentonlineusersarequicklyconsumingmoreof(nearly80%ofalldataconsumedonmobiledeviceswillbeinvideoformby2021,accordingtoaFacebookstudy). TherearesixtypesofvideoadsyoucaninvestinonFacebook: ShortVideosandGIFs VerticalVideos InstagramStories VideoCarousels VideoCollections In-streamVideos Format3:StoriesAd StoriesAdsareapartofFacebookStories,oneofthenewestcontenttypesrolledoutbyFacebookthatallowsuserstoposttemporaryclipsandimagesoftheirdayfortheirfriendstosee.Thistypeofadisfittedtothedimensionsofamobiledeviceandcanbeplayedonbothmobileanddesktop. Asusersbrowsetheirfriends'Stories,theseadscanappearinthesameformatinsideastreamofStories.Forthisreason,it'sbesttocreateStoriesAdsthatreflectthesamecandidandentertaininglookandfeelthatpeopleseefromtheirfriends.StoriesAdscanbeplacedonFacebook,Messenger,andInstagram. Format4:MessengerAd AMessengerAdappearsasadirectmessageinauser'smessagelistwhenthey'reinsideFacebook'sMessengerapp.Theseadsallowyoutointeractwithyouraudience,showingthemoffersyouthinktheywouldlike,andlistentotheirresponsestobettertailoryournextmessagetotheirinterests. Let'ssayyourad'sfirstmessageis"Whatproductmightyoubeinterestedin?"Theusercanthenselectfromthreedifferentresponses,triggeringyouradtoproduceamorespecificproductofferdirectlyinthemessagethread. Format5:CarouselAd CarouselAdscontainaseriesofimagesorvideosthatuserscanrotatethrough,allofthemhelpingtodescribeasingleproduct,service,oreventtheadispromoting.EachCarouselAdcancontainupto10imagesorvideosatatimeandlinktotheirownindividualwebpages.Becausetheseadscarrysomuchmedia,accordingtoFacebook,they'reidealfor: Endorsingmultipleproducts. Promotingmultiplefeaturesofthesameproduct. Tellingastoryorsequenceofeventsthatunfoldoverthecourseofmultiplepicturesorvideos. Explainingaprocesstopotentialcustomers. Format6:SlideshowAd SimilartoCarouselAds,explainedabove,SlideshowAdssegmentyouradintoindividualimagesthatusersviewoneafteranother.ThedifferencebetweenthesetwoadformatsisthatSlideshowAdsonlyplayimages(notvideos),andtheadcompilestheseimagesintoaslideshowthatplaysautomaticallyintheformofavideo.AccordingtoFacebook,CarouselAdsareidealfor: Creatingavideo-likeexperienceforusersquicklyandwithasmallbudget. Advertiserswhowanttochoosefromalibraryofpre-createdimagesandmusic(auniqueperkofFacebook'sSlideshowAd). Simplifyinganotherwisecomplicatedconceptorprocessforpotentialcustomers. Reachingpeoplewhohaveslowerinternetconnections(SlideshowAdsusefivetimeslessdatathanvideoadsonFacebook). Format7:CollectionAd ACollectionAdallowsadvertiserstobringthebuyingprocessdirectlyintoFacebook,sopotentialcustomerscanmovefrom"discovery"to"purchase"moreeasilywhentheyseeaproducttheylike.Thisadformatfeaturesacentralimageorvideopromotingaproduct,withacollectionoffoursmallerimagesbelowitthatviewerscanclickontolearnmoreabouttheproduct.TherearefourtypesofCollectionAdsyoucaninvestin: InstantStorefront:Thisadisidealfordisplayingmultipleproductsaspartofthesameadcampaign,anddrivingtraffictoeachproduct'srespectiveproductpage. InstantLookbook:Thisadisidealfordemonstratingormodelingaproductinvariouscontextsforyouraudience. InstantCustomerAcquisition:Thisadisidealfordrivingtrafficto,andpromptingthemtotakeaspecificactionon,aproduct'slandingpage. InstantStorytelling:Thisadisidealfortellingastoryaboutyourbrandorhelpingyouraudiencelearnmoreaboutthebusiness. Format8:Playables Playablescaterspecificallytoappdevelopers.Thisadformatallowsyouraudiencetowatch,preview,andevenplayanabbreviatedversionofyournewappdirectlyfrominsidethead. Solet'stakealookatthedifferentadplacementsthatyoucanusetobestpositionyourbrandpromotion. FacebookAdPlacements Aftercustomizingyourad'saudience,youneedtoconsiderhowtheadwilllookonbothdesktopandmobile.ThisensuresyoudesignyouradforeasyviewingnomatterwhereitappearsonFacebook.HerearethreedifferentplacesyoucanseeyourFacebookAdsshowup: Placement1:RightColumn ImageSource ThistypeofadisthemosttraditionalonFacebook,itappearsontherightsideofauser'sFacebookNewsFeed.ThisisthefirsttypeofadvertisingFacebookhad,anditstillexiststoday. AlthoughadsintheNewsFeedarelikelytogethigherengagementmetricsduetoitsnativeadvertisingfeatures,rightcolumnadsshouldn'tbeforgotten.Weoftenseelessexpensiveclicksandconversionswhenusingtheseads.Inorderforarightcolumnadtobesuccessful,itneedstoberelevant,haveavalueproposition,agoodvisual,andhaveacalltoaction. Placement2:DesktopNewsFeed ImageSource Thistypeofadappearsdirectlyinauser'sNewsFeedwhentheyaccessFacebookonadesktopcomputer,anditlooksmorelikenativeadvertising.Inourexperience,theseadshaveahigherengagementratethanrightcolumnads,buttheycanalsobemoreexpensive.TheseadsmustfolloworganicFacebookposts'bestpracticesandbebothengagingandvisual. Placement3:MobileNewsFeed ImageSource LikethedesktopNewsFeedad,thistypeofadappearsintheuser'smobileNewsFeedanddisplayslikeanorganicpostfromthepeopleandPagestheyfollow. Protip:Whenpickingyouradplacements,thinkaboutthebestpositiontoshowcasetheFacebookadformatyouchoose,aswellas,theadtemplateyouusetoaddcolortoyourmarketingvision. FacebookAdTemplates FacebookAdscanbeusedtoaccomplishanumberofdifferentgoalsforyourbusiness.Hereareafewrealadsthatyoucanuseastemplatesofinspirationwhencreatinganadthattargetsthesamegoal: VideoProductDemoFacebookAdTemplate ImageSource Videoadsappearfairlylargeintheuser'sNewsFeedandoffermoreengagingcontentthanstaticposts.Andwith8billionvideoviewsbeingwatchedonFacebookeveryday,itservesasaninteresting—andpotentiallyprofitable—adtypeformarketerstotryout. Howcanyoucreateyourownvideoad?First,understandFacebookvideoadrequirementsincludinglengthandvideosize.Wesuggestkeepingyourvideoasshortaspossible,eventhoughFacebookallowsyoutouploadamuchlargervideo.Createavideothatdisplaysyourproductorservice,anduploaditdirectlytotheFacebookadsmanagerbyfollowingtheseinstructions. PhotoModelAdTemplate ImageSource AnothertypeofrichmediaadvertisingonFacebookisapostofanimage.ThisisoneofthemostpopulartypesofadseversinceFacebookbeganfavoringvisualcontent.TheoptimalsizeforNewsFeedphotoadsisatleast1080x1080pixels,otherwise,yourimagewillgetcropped.Adjustyourimagebasedonthetargetaudience'sneedsandbywhatwillappealtothemthemost. Multi-productAdTemplate ImageSource Multi-productadsallowadvertiserstoshowcasemultipleproductswithinonead.Viewerscanscrollthroughtheimagesandclickonindividuallinkstoeachproduct.Youcanpromotemultipleofanything,notjustproducts—likedifferentblogposts,ebooks,orwebinars.TheseadscanbecreatedintheFacebookPowerEditor. ReachAdTemplate ImageSource ReachadsonFacebookaredesignedtogrowyourlocalawareness.Theyonlyworkifyourbusinesshasaphysicallocationtowhichyou'retryingtodriverealfoottraffic.Ifyoufallintothiscategory,locallytargetedFacebookadsmightbeagreatfitforyou,asyoucanhyper-targetonFacebookdowntothemile. Ifyourbusinesshasanofferoreventgoingonatyourstore,setupafewFacebookReachadsthatappearonlytopeoplewithinashortdistanceofyourstore.Havetheseadsappearafewdayspriortotheeventandonmobiledeviceswhiletheeventishappening.YoumaywanttoreachsomepeoplethedayoftheeventwhohappentobeintheareaandchecktheirFacebookaccountsontheirsmartphones. SpecialOfferAdTemplate ImageSource AnofferadisaformofFacebookadvertisingwhereinabusinesscanpromoteadiscountonaproductorservicethatcanberedeemedonFacebook.Thebenefitofthis?Iteliminatesonestepinthebuyer'sjourney,whichultimatelyincreasessales. Theofferadhasmanybenefits.First,itdrivestheuserdirectlytotheoffer.TheuserclaimsitdirectlyonFacebook,removinganyaddedfrictionofneedingtogotoyourwebsitefortheoffer.Youalsocanreachanytypeofaudiencethatyouwant,asalltheFacebooktargetingoptionsarepossible. Finally,youcanincludealltheinformationneededfortheusertodecideiftheywantitornot,includingthetimeperioditisusable,thenumberofpeoplewhohavealreadyclaimedit,andtheexactamounttheofferis.Thiswilleliminateanyunqualifiedclicks,whichcostyoumoney. EventAdTemplate Eventadspromoteaspecificevent.TheCTAontheseadsusuallysendsusersdirectlytotheticketpurchasepage,whereverthathappenstobehosted. Usingthistypeofadwillhelpdriveatargetedgroupofpeopletoattendyourevent.ThesewillshowupintheNewsFeedofthespecificaudienceyou'vechosen.Eventsareabigpartofmostbusinesses,butgettingpeopletoattendevenasmalleventcanbetricky.PromotingyoureventtoatargetedspecificaudienceonFacebookcanhelpdrivetherightkindofattendees. Agoodadinthisformatwillclearlyshowthebenefitofattendingtheevent:theprice,dates,andaclearCTAtopurchaseaticket. BoostedAdTemplate ImageSource AboostedpostisanorganicFacebookpostthatwasoriginallyonthehomepageofacompany'sFacebook,andthatlaterwasboostedwithadvertisingmoney. Thisisdifferentfromtheaboveadsbecauseit'snotcreatedintheFacebookAdsManager.Youcanincludemoreinthedescription,asthereisnolimittowordcountonboostedpostslikethereisinads.Youcanalsohavealinkinthecopy. Thecons?Boostedpostsleaveyoufeweroptionsforbidding,targeting,andpricing.YoualsocannotrunanytypesofA/Btestsbecauseyou'repromotingapostthathasalreadybeencreated;you'renotcreatingonefromscratch. RetargetingAdTemplate Aretargetingadpromotesanadtoaspecificlistofpreviouslyidentifiedpeople.Haveyoueverseenadsfollowyouacrosstheinternetaftervisitingacertainwebsite?Thenyou'veseenaretargetingad. Facebookhasthesamecapability.AnadvertisercanadvertisetoalistofleadsorcustomersbyuploadingalistofemailaddressesitalreadyhasintothePowerEditortomakeacustomaudience.Agoodretargetingadacknowledgesthatthebrandknowsyou'realreadyinterestedinitsproduct.(Becauselet'sfaceit...retargetingcanbealittlecreepy.) Nowthatwe'vecoveredthebestadexamples,mainformats,placementpossibilities,andstandardtemplates,let'sdigintoadbestpracticesthathelpoptimizeyourFacebookcampaign. 6FacebookAdsBestPractices ThekeytomakinggreatFacebookadsisaboutunderstandingyouraudienceandwhattheywanttosee.Bycreatingapromotionthatisrelevantandattention-grabbingtoyourtargetaudience,you’remorelikelytoseeareturnonyourinvestment. DespitealloftheadvantagesthatFacebookoffersadvertisers,seeingsuccesswithFacebookadsultimatelycomesdowntoyourstrategyandhowwellyouimplementit. 1.Theadsaretargetedtoaspecificaudience. Audiencequalityismoreimportantthansizebecause,withFacebookadvertising,thegoalisengagementand/orconversions.Castingawidenettoindividualswhoarenotyourtargetaudiencewilltankyourrelevancescoresandgiveyoubaddatatoworkfrom. ThegoodnewsisthatFacebook'stargetingcapabilitiesaremorerobustthananyotherplatform,includingdemographics,interests,location,andevenbehavior.Thatmeansyoucangetfarmorespecificonwhoyouwanttoseeyourads.Forexample,youdon'thavetosettlefor"womenbetweenages25and45"whenyoucantarget"womenbetweenages25and45wholikereadingandwhosefavoriteauthorisSuzanneCollins."Bygettinggranular,youendupexcludinguserswhoarenotyourtargetmarket,showingadstoonlythosewhowillfinditmostrelevantandwhoaremostlikelytoconvert. 2.Theadsarerelevanttotheaudience. RelevanceiscriticalforsuccesswhenusingFacebookadvertising.Remember,youarespendingmoneywhensomeoneviewsorclicksonyourad(dependingonthesettingsyouuse).Ifyou'reshowingadsthataren'trelevanttoyourtargetaudience,you'rewastingyourtimeandmoneyandwilllikelynotseesuccesswithanyadvertising. BackinFebruary2015,FacebooklaunchedafeatureintheFacebookadvertisingplatformthatratesyouradsandgivesyouarelevancescore,similartoAdRankinGoogleAds.Themorerelevantyouradimage,adcopy,anddestinationpagearetoyouraudience,thehigheryourscoreis—andthemorefavorablyFacebookwilltreatyourads. 3.Theadsarevisual. VisualcontentisnotonlytreatedmorefavorablyintheFacebookalgorithm,butit'salsomorelikelytobesharedandrememberedthanwrittencontent.ThelessonforFacebookmarketers?Nomatterwhattypeofadyoucreate,yourimageneedstobevisuallyappealing. CheckoutthisblogpostforadetailedguidetoimagesizesforvariousadunitsonFacebookalongwithsometipsonpostingvisualcontent. 4.Theads'visualsandcopyarecloselyaligned. Let'ssayyou'rerunninganadforastrologicaljewelry.You'retargetingpeoplewholikeastrologyandwhosebirthdayiscomingup. Youcoulduseageneric"buyabraceletwithyourastrologysign"copypairedwithanimage/videoofallthejewelry. Abetterstrategy,however,wouldbetotargetthosewhosebirthdaysarecomingupandcreateamorespecificadtargetingthatastrologicalsign(e.g."AllyouGeminisouttherewilllovethis"pairedwithavideoofaspecificGeminiproduct). Aligningcopyandvisualsinawaythat'srelevanttothetargetedaudienceprovidesafeelingofpersonalizationwhichincreasesthelikelihoodofengagementand/orconversion.You'llalsoseebetteradperformanceduetohigherrelevancescores. 5.Theadsincludeanenticingvalueproposition. Avaluepropositiontellsthereaderwhytheyshouldclickonyouradtolearnmoreaboutyourproduct.Howisyourproductorservicedifferentfromanyother?Whyshouldtheviewerclickonyouradtoseeyourwebsite? Yourvaluepropositionshouldbebelievable.Forexample,sayingyouhavethegreatestsandwichesintheworldwillnotmakepeoplecometoyourbusiness'sPage,butmaybeoffering20%offwill.Or,perhapsaddingsocialproofwillhelp—somethinglike,"Sandwicheslovedbyoveronemillionpeopleeveryyear!Cometryyourstodayandget20%offyourorderwiththiscoupon." 6.Theadshaveaclearcalltoaction. Abeautifulandrelevantadisgreat,butwithoutaCTA,yourviewermightnotknowwhattodonext.AddaCTAlike“BuynowandsaveX%,”or“Offerendssoon”andaddasenseofurgencytoyourviewer.YourCTAshouldencouragepeopletoclickonyouradnow. EngageYourTargetAudiencewithAdsThatMakeanImpact Thefirststeptoreachingpotentialcustomersorretargetingyourcustomerstobolsterbrandloyaltyisbyvisuallyandexpertlypromotingyourproductsandserviceswheretheycanseethem:ontheirFacebookNewsFeed.SodrawinspirationfromourlistofthebestFacebookadswe’veseentokeepyourpromotionsrelevanttoyourtargetandvisuallyimpactfulasyoutestdifferentadformats.WithhelpfromtheFacebookAdsManagerplatform,youcansettheseupwithsimple,step-by-stepinstructionssothatinsteadoffeelingoverwhelmed,youhavethepeaceofmindtogetcreative. \Editor'snote:ThispostwasoriginallypublishedinMay2020andhasbeenupdatedforcomprehensivenessinJune2022. Topics: AdvertisingExamples AdManagement Don'tforgettosharethispost! 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