So, you think that advertising is a gamble, that there’s no way to know beforehand if your ad will be a Top or a Flop.
And anytime you push that “publish” button you start praying, or you do that private little ritual that nobody knows about, or simply cross your fingers and go to get another cup of espresso.
Advertising on social media is a scientific formula, or a kitchen recipe if you prefer. If you follow the procedures, select the best ingredients and mix them correctly, you can’t fail.
Do you want to be the Gordon Ramsay of Facebook ads?
We have the best Social Media ads “menu” online, our Ads Gallery, and we’ll give you plenty of recipes. Right here!
Let’s start with the basics. To bake the perfect Facebook ads you need only four ingredients:
- High-impact creatives
- Engaging headlines
- Brief texts
- Stimulating call-to-actions!
Easy right? Easier said than done 🙁 since there are so many bad ads out there!
Knowing the right elements of an ad that converts and the dos and don’ts of advertising on Facebook doesn’t mean nailing the perfect combo. So how can you turn yourself into a social media ads Masterchef? You need good teachers, clear explanations and a lot of examples to copy (included your competitors’ ones, so you can do better!).
We give you all of that! For the first time, we decided to put the skills of AdEspresso’s Facebook ads experts at your service (for free). Each month they will, in turn, explore for you the incredible resource that is our Ad Gallery and select the best and worst ads, giving you a deep analysis of each.
For those two or three out there that still haven’t discovered our Ads Gallery, it’s a collection of Ads that each user can catch simply downloading the AdEspresso ads gallery for chrome plugin. It’s a massive database composed of ads in 36 different languages, at the moment it counts 1,026,136 Facebook Ads and 64,993 Twitter Ads, and Every day hundreds of new Facebook Ads, Twitter Ads and Landing Pages are added!
Plus it’s YOURS: With our Chrome extension, you’ll automatically get your own ad swipe file pulled from YOUR Facebook feed and added automatically to your personal AdEspresso dashboard, which is your precious tool for study or inspiration. Each AdEspresso user can access two different Ads Galleries: the first one is that mentioned above, the other one can be found in the University section. This is our complete Ads Gallery composed of both Ads that we selected from all the social media platforms, plus the ones selected and shared by our users. This second one is available for all AdEspresso users although trial users can only enjoy a limited version of it (up to 20 searches).
Top and Flop Facebook Ads of the month: how it works
Each chosen ad of this article would be taken from the Ads gallery and investigated through a series of given parameters that will determine if it’s a Top ad (and passed the test) or a Flop (and it failed).
We are going to address ads as they appeared in the FB newsfeed and investigate them paying attention to 4 elements:
- The Visual aspect (both still images or video), because this is the first element to grab the user’s attention;
- The Headline, because it contributes to arousing the users’ curiosity and tempts them to know more about the advertised product or service;
- We will also analyze the Ad text, and give you precious tips on how to make it perfect;
- Last but not least, we’ll consider other important elements of an ad: the landing page, the social proof or the CTA.
To avoid any suspicion of impartiality, we won’t examine our customer’s campaigns.
Clear enough? Let’s start then!
#1 – Curiosity is always a good choice!
From the engaging headline to the perfect picture, this Ad has everything it needs to touch the user’s heart and gain his curiosity.
|CREATIVITY||9||high emotional impact|
|AD TEXT / COPY||8||short and to the point|
|LANDING PAGE||8||good match|
|SOCIAL PROOFS||9||high engagement|
|FINAL JUDGEMENT||PASS 👍|
Using cute puppies always works, but what makes the difference here is the way the story is told and the high impact of the video used. Videos are one of the best four ways to engage the Audience with Visual Storytelling on Facebook, but what makes this ad a Top Ad is how well they mastered the art of storytelling. The dog, the forest and the final jump in the suitcase blow , the user’s mind up with questions and curiosity reaches its peak.
The headline explains the mystery and awakens the users’ interest promising an escape from everyday-life and “Monday blues”. It is at the same time easy-to-read, relatively brief and clear with no space for doubts left. Text and Landing Page reinforce the message without overloading it: here every word is carefully selected.
The Landing Page closely resembles the Ad both in style and colors (the light blue of the suitcase can also be traced in the company’s logo). The likeness between the company’s payoff “STA Travel: START THE ADVENTURE” and the Ad’s message, is also a good example of a successful match, and we now that Message Match really makes the Ad’s cost decrease.
This Ad has everything it needs to perform really well, and its Social Proof (451 Likes, 161 Comments and 47 shares) confirm our judgment on this being a Top ad.
Think out of the frame!
“Think out of the frame” isn’t only a revolutionary motto but also the best weapon to fight people’s 8-seconds attention span . Unfortunately, being too much “out” is one of this Ad’s weaknesses.
|AD TEXT / COPY||3||extremely long, cut|
|FINAL JUDGEMENT||FAIL 👎|
The image is a stock photo that we can see used for a lot of food ads: hands pouring something milkish in a mug with a rustic wood background isn’t exactly the outstanding image of superfood that will grab the user’s attention. Finding the right image is not easy (inless you have your own amazing design team like we do) but there’s plenty of ways to improve your images, choosing the right picture or avoiding copyright issues, just click on the links to have all the tips and tricks your ads need!
The headline is a bit too long and impersonal, a more conversational and personal approach is usually suggested in order to make people engage with the product and the brand. If you need inspiration, you can check our Formulas and Strategies to write irresistible Ad Headline.
The capital letters in the Ad text can sound authoritative plus it is extremely long and it gets cut. One of the key elements of a good Facebook ad is a text that focuses on few relevant points leaving out all the unimportant stuff. “Less is more” should become your new mantra when creating your Facebook ads!
From UVP, through chat and to CTA, the Ad’s Landing Page has all the Crucial Elements that a good Landing Page is expected to have, so positive note at this round is worth!
As stated before, Social Proofs are the most effective KPI to track an ad’s performance and they constitute an impartial judgment. Few likes, poor comments, and no shares are the results of an Ad that hasn’t touch the User in depth. It matches with our school report that shows a Fail.
#3 Sweet moments of happy love
Eye-catching creatives, deep emotion, and natural humor are the reasons for the success of this Ad; it directly points to the right side of the brain striking users emotional intelligence.
|CREATIVITY||9||funny, eye-catching, emotional|
|HEADLINE||9||brief, engaging, hilarious|
|AD TEXT / COPY||/||/|
|LANDING PAGE||9||good match|
|SOCIAL PROOFS||10||Extremely high engagement|
|FINAL JUDGEMENT||PASS 👍|
Here the creative isn’t build up to tell a story, but to catch a sweet and intimate moment that everyone can relate to. No gender matters here, as the advertised socks fit both men, women, and babies. The subject has been chosen to create a deep emotional connection with the users -who hasn’t snuggled with their kids or enjoyed cuddling with mom or dad as a child? Empathy is the secret sauce here, the only emotion able to establish a deep and lasting relationship between the brand and the user.
The User’s attention is grabbed also by the use of Dalmatian spots, a really good example of creativity that stands out and doesn’t mind to dare! The usage of words follows the same concept of the visual: in the image, the black and white of the socks is counterbalanced by a rainbow-colored donut while, in the text, the high emotional tone of the image coexists with the hilarious headline.
The headline is a successful example of a brief message that says everything using a few simple words: the message is emphasized, the hilarity of the brand conveyed and the User directly engaged with a request. Even if using question marks in the headlines is still an open debate, in this case, the language pun is only used to stress the visual message which remains the core of this ad. What matters here is the moment captured in the image, this could also be the reason why no text is added.
With 4.5K Likes, 205 Comments, and 38 Shares, users have shown to appreciate the ad, and the use of UGC (by quoting the user who posted the photo) is proper of a brand that cares about its customers and takes their content and ideas into consideration. They really deserve their spot among the Top Ad of our gallery!
Not going far without empathy
The most effective way to catch users attention definitely involves creating emotions. Apparently, Desjardins creatives didn’t know.
|AD TEXT / COPY||/||/|
|FINAL JUDGEMENT||FAIL 👎|
A successful ad addresses the user directly, talks to him and makes him identify with a given situation. It’s only through emotions that a common ground is set and the seed of a real and steady business relationship is planted. Does this happen in this Ad? Definitely not and due to a bunch of different reasons, let’s see them in detail!
The video is poor and the lack of real-life examples or ad-hoc Buyer Personas discourages the user’s identification with the brand. Emojis can be funny and might work but, in this case, they prevent the user’s identification and engagement -how is that possible to be interested in a product or service that doesn’t talk to you directly? Detail targeting is the real feature that makes the difference when advertising on Facebook – eager to make the most out of it? Check out this guide!
The headline is meant to be hilarious and should help the user identification with a real-case situation, but this doesn’t actually happen here 🙁 This headline is unengaging and doesn’t arise user’s curiosity, it doesn’t make you want to click and find out more about the advertised product or service.
But let’s assume that someone is triggered by the video and would like to know more about the travel insurance offered. The worst fail of this ad is that there’s no link to a landing page! Few Likes and even fewer comments are the only possible outcome of an Ad that hasn’t been able to address the user’s rational and emotional side. A total Flop!
Wrapping it up
What do you think of our selection? Did we give you some great ideas to use in your next ad? And, most important, did you learn from the mistakes we’ve shown you?
I hope you did, and these tests will be helpful. We’ll keep scrutinizing ad after ad and next month we’ll present you a new selection of Top and Flop ads. If you want to suggest us your favorite ads, or simply want us to examine one of your competitors, just send us the link in the comments!