Facebook Ads Lookbook
Table of Contents
03
Introduction
56
Awareness
05
How to Use This Book
75
Articles + Blogs
08
From Ad to Action
84
App Installs
12
Lead Magnets
87
Sign Up + Free Trial
23
Offers
42
Carousel
50
Webinars + Events
Introduction
How can you get more from your Facebook Advertising? What makes a great ad that is holy-guacamole gorgeous and high-performing? Each ad needs to stop people from scrolling on by and to pique interest in what you have to say enough to compel a click through to your landing page. That means that your ad needs to be cleverly architected just right to make a powerful pitch. But how do you do that? The best Facebook advertisers don’t magically know what will work for their audience (though... that would be cool.) 3
Instead they build that knowledge by testing lots of different strategies and seeing what sticks. They try out different approaches, see what works, and pay attention to the results. All of these real-world, handpicked examples contain both the beauty (art & copy) and the brains (strategy) that make a great Facebook ad. Use them to inspire your next campaign, see what works, and do more of what your audience loves. Happy business building! The Leadpages Team
Introduction
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How to Use This Book
These pages are chock-full of seriously sleek examples of Facebook ads that we consider to be best-in-class. Use them to inspire your next campaign, power-up your art & copy, and also get an introduction to some Facebook ad formats you’ve never tried before. How this book is organized? The following chapters are sorted primarily by ad format and offer type—that’s what we figured would be most helpful.
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Why can’t I just search by industry? Grabbing people’s attention and getting them to take action means giving them something fresh, new, and slightly unexpected. Sometimes the best, most innovative ideas come from looking outside your industry for inspiration!
How To Use This Book
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The next time you’re crafting a campaign, here’s what we recommend: 1. Define your offer 2. Craft your high-converting landing page 3. Pull out your Leadpages Facebook Ad Look Book and whip up an outrageously persuasive ad 4. Review your Facebook ad & landing page copy to ensure both your message & your design are aligned 5. All trademarks and registered trademarks are the property of their respective owners
How To Use This Book
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From Ad to Action
You invest your time & money to capture web traffic with a Facebook ad. If you send people to a home page, a static web page, or your Facebook business page, you’re 1) confusing people and 2) burning through your budget. Squeeze more success from your ad by sending traffic to a dedicated landing page. Optimize both pieces of your ad campaign. Every (single) Facebook ad should point directly to a targeted landing page.
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Ads that point to your home page, a cluttered catalog, or your Facebook business page will leave your audience totally confused about what to do next. Continuity + Clarity = Conversion Pair each ad with a unique page so that your traffic: • Sees what they expect to see • Trusts that you delivered the content you promised • Knows what action to take next • Converts!
From Ad to Action
9
What Makes a Great Ad?
The ads that melt-your-heart and win your business are the ones that are carefully built from the ground up. Here are what we consider to be the top five factors. Relevancy
If your audience doesn’t care, they won’t act. Target your audience & align your message to their needs & wants.
Appeal
Visual ads are more likely to be shared & remembered. Chose designs with stopping power that resonate with your audience. 10
Clarity
Vague messages are easy to walk away from. Get down into the nitty-gritty of your offer and use a clear call to action.
Harmony
Ad copy should address both rational and emotional triggers that get people to click (by balancing of features & benefits).
Consistent
Reduce frustration by aligning your ad with a unique landing page that reinforces the ad’s message and delivers on its promise.
What Makes a Great Ad?
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Lead Magnets
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Lead Magnets
13
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Lead Magnets
14
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Lead Magnets
15
Lead Magnets
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People respond to human faces - it’s some scientific phenomena that is ingrained in our brains. So, showing people’s faces in your ads can strike the right psychological chords. Test it out some time!
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Check them out
Lead Magnets
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Increase sales and traffic on your website by adding call to action buttons. Call-to-action buttons are available for ads shown in News Feed only on both mobile and desktop placements.
Lead Magnets
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Lead Magnets
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Lead Magnets
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Lead Magnets
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Urgency and scarcity are powerful forces to compel people to click & convert. It boils down to loss aversion, which basically means that people tend to have a stronger desire not to lose out than a desire to win something.
Lead Magnets
22
Offers
Offers
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Offers
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Offers
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Offers
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Check them out
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Offers
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Offers
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Offers
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Offers
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Offers
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93% of Social Media Advertisers Use Facebook Ads And 24% use Instagram Ads (...also owned by Facebook). [Social Media Examiner’s 2017 Social Media Industry Report]
Offers
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Offers
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Sentiment in advertising sells. According to [Smart Insights], the majority of ads are neutral
or slightly positive. While emotional content is memorable, controversy can cause problems.
Offers
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Offers
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Offers
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Keep your message short & sweet, clear & compelling. According to [Smart Insights] the most popular lengths are 4-word headlines and 15work link descriptions.
Offers
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Offers
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Offers
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Offers
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Carousel
Carousel
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Carousel
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Carousel
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Color psychology is not mere hocus pocus. Scientific studies delve deep into how color compels emotion (and action). In fact, 90% of all snap judgments we make about products can be traced back to color. [Management Decision Study]
Carousel
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Carousel
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Carousel
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Carousel
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Events & Webinars
Events & Webinars
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Images account for 75-90% of Facebook advertising performance. [Consumer Acquisition Whitepaper]
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Events & Webinars
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Events & Webinars
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Events & Webinars
54
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Events & Webinars
55
Awareness
Awareness
57
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Awareness
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Awareness
59
Awareness
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Awareness
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Awareness
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Awareness
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Awareness
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Awareness
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Awareness
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Awareness
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Awareness
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Awareness
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Awareness
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Awareness
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Awareness
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Awareness
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Awareness
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Articles & Blogs
Articles + Blogs
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Articles + Blogs
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Articles + Blogs
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Articles + Blogs
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Facebook Ad Formats Video Image Collection Carousel Slideshow Canvas Lead Generation Ads Offers Post Engagement Event Responses Page Likes
Articles + Blogs
80
Check them out
Articles + Blogs
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Articles + Blogs
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Articles + Blogs
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App Installs
App Installs
85
App Installs
86
Sign-Up & Free
Sign-Up + Free Trial
88
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Ready for a better way to build Facebook Ads? Make the most of every dollar you spend and build your “My list grew by 600% with Leadpages because it gave me the confidence to easily create
ads in a fraction of the time, with Leadpages’ simplified Facebook Ad Builder.
beautiful pages and ads.” Jenny Eden Berk • Entrepreneur Founder, Jenny Eden Coaching
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