9 Facebook Ad Campaign Examples Critiqued for Conversion

So that you’re working a Fb advert marketing campaign.

You’ve created one of the best Fb advert your shopper or firm has ever seen: eye-catching images, the world’s greatest copy, click-worthy headlines and on-point focusing on.

Now, you sit and wait.

However as time goes by, you discover that you just’re getting a excessive variety of clicks however solely a small variety of conversions.

These aren’t the outcomes you anticipated. Your Fb advert’s potential has gone up in smoke.

Don’t let all that tough work go up in smoke.

There are a lot of elements that may improve Fb advert conversion charges, however on the finish of the day, working a profitable Fb advert marketing campaign isn’t simply about creating click-worthy adverts. It’s about guaranteeing that leads observe a seamless path from starting to finish

After the press, leads must land on a devoted touchdown web page that clearly outlines what your advert promised. In any other case, you allow them feeling as if they’ve made a “dangerous click on” and have wound up within the fallacious place.

Unsure what we imply?

Let’s be taught from the errors of others. We’ve trawled the web and checked out over 50 totally different Fb advert marketing campaign examples, from the advert to their corresponding touchdown pages. We picked out 9 of our favorites to reveal what nice Fb advert campaigns do (and don’t) appear like.

Every critique will give you a couple of primary ideas that may assist drive down Fb advert prices all whereas giving leads the arrogance they should convert. Let’s dig in.

1. Skillshare

Skillshare provides you a plethora of movies to be taught new inventive abilities.

Their advert is colourful and contrasts with the blue and white of the Fb information feed. Coupled with a transparent value proposition (“Unlock your potential with a whole bunch of on-line lessons”), this advert is tremendous noticeable and click-worthy:

And the usage of the phrase “free” doesn’t harm. Let’s see the place I land after I click on.

At first look, the web page I landed on has nothing to do with the advert I clicked. The design and replica are drastically totally different, main me to consider that I made a “dangerous” click on.

Issues that aren’t working:

1. The advert talked about a free Adobe Illustrator class, nevertheless it took a while for me to note that the video on the high is concerning the class in query. That’s poor message match — a headline reassuring me that I’m in the appropriate place (by borrowing copy from the advert) would go a good distance.
2. The attention-catching picture used within the advert isn’t represented on the web page I landed on — not even within the video nonetheless. Higher design match — the measure of how carefully the design of a touchdown web page matches the advert that introduced guests there —  would create a greater expertise for prospects and possibly improve conversions down the road, too.
3. At first look, it appears that evidently there is no such thing as a call to action button or banner that reveals folks can they join the restricted time supply from the advert. A more in-depth appears to be like reveals a tender name to motion above the video: “Be taught the Ins and Outs of Illustrator.” Make it simple for folks to transform with a giant, clear CTA that matches the supply out of your advert.
4. This Fb advert results in a webpage with a number of video, tabs and opinions — in different phrases, there is no such thing as a devoted touchdown web page with a single purpose. As our personal Oli Gardner says: “One web page. One function. Interval.” Your leads click on in your advert to money in in your supply. Don’t distract them with different noise.

2. CoPromote

CoPromote offers content material creators with a approach to develop their viewers by cross-promoting one another’s work.

And as connoisseurs of content material, they positive know easy methods to appeal to consideration with their Fb adverts. Their intelligent adverts — a confident cow driving shotgun with a dolphin and a photograph of Pitbull superimposed with a powerful stat — are positive to face out from the same old information feed noise.

However after the press, does CoPromote ship on the touchdown web page entrance? Each adverts result in the identical in-app touchdown web page:

Web page I landed on after clicking CoPromote’s advert.

There are such a lot of questions going by way of my thoughts. Am I nonetheless in Fb? The place did Pitbull go? Is that this only a style model’s touchdown web page?

Issues that aren’t working:

1. Each adverts result in a single, generic in-app web page. Each advert — with its distinctive copy and design — ought to have its personal devoted touchdown web page. Generic pages like this one trigger anxiousness as a result of they don’t proceed the dialog you began in your advert.
2. The in-app Fb touchdown web page might work, if solely it elaborated on the messaging from the advert. Adverts have restricted actual property and require you to be concise — however the corresponding touchdown web page has additional area and needs to be used to make clear the supply, elaborate on advantages and squash doubts leads may need about becoming a member of.
3. There’s nothing concerning the touchdown web page that matches visually with the advert that introduced you there. In truth, their selection of such totally different imagery is jarring. Is that this a style app?
4. Whereas the in-app Fb touchdown web page retains folks on the identical web page and has a singular purpose, there are nonetheless so many locations folks can click on to distract them from the primary purpose of “Be a part of Now.” Particularly if they’re concurrently being retargeted within the sidebar by different manufacturers. That makes for fairly poor attention ratio.

3. Visa meets Pizza Hut

On this advert, Visa has joined forces with Pizza Hut to supply some candy reductions. This advert, particularly, provides 50% off your subsequent order once you use your Visa card on the checkout. What a tacky deal:

Particularly when you haven’t eaten just lately, the crisp picture of the pizza is the very first thing to seize your consideration. The opposite body reveals a telephone with the Pizza Hut telephone app — fairly candy context of use. You may simply image your self utilizing the app to get your arms on the pizza on the left.

So how does their touchdown web page fare?

This touchdown web page has a transparent supply that’s entrance and heart: “50% off your order when you use Visa Checkout.” All in all, fairly respectable message and design match. It’s a easy trajectory: you’ve clicked on a pizza deal and ended up on with a pizza deal.

Issues that aren’t working:

1. The advert copy could possibly be slightly extra particular and far more pleasant. The principle supply is subtly buried in a wall of textual content or on the photograph when it needs to be entrance and heart in a headline.
2. Although the CTA is daring and clear, there are a couple of clickable URLs on the web page that might function conversion leaks.
3. The “Visa Checkout” brand appears to be like like a button however isn’t. This creates confusion and friction.

4. Goal

Because the second largest low cost retailer, Target shares weekly offers on Fb to entice you to purchase.

The advert beneath advertises a stunning “purchase one, get one 50% off” low cost.

The advert design is minimalist, with hero shots of nice-looking people who find themselves smiling (I’m assuming) as a result of they’re loving these cozy sweaters. However what occurs once you click on on ‘em?

Is it throwback Thursday? I’ve haven’t seen an internet site that appeared like a brochure in ages.

Issues that aren’t working:

1. The gorgeous minimalism of the advert is misplaced in a sea of choices on the touchdown web page. Though the weekly offers could apply to extra gadgets than the sweaters, I actually did count on to see extra sweaters because it’s what the Fb advert alluded to. A touchdown web page with a singular marketing campaign purpose or perhaps a curated checklist of things is perhaps simpler right here.
2. The varied font sizes sprawled throughout the web page make for complicated info hierarchy. What’s the headline? Which copy ought to the lead be specializing in after they land on this brochure-style web page? It’s arduous to maintain centered and that may trigger prospects to bounce.
3. There are such a lot of numbers detailing totally different value factors that it’s simple to forgot concerning the 50% deal. One web page, one function, please.
4. There are such a lot of locations for me to click on on this brochure-page I don’t know the place to start out. With a 12:1 attention ratio, I might spend hours clicking — however I’m more likely to get overwhelmed and bounce.

5. MetLife

Metlife is likely one of the largest insurance coverage and advantages suppliers on this planet. This Fb advert is promoting automobile insurance coverage as a piece profit choice:

MetLife has used Peanuts characters as part of their marketing for many years, whether or not in tv or printed adverts. Right here we see the crew “getting forward” on their tandem bicycle.

However the place does this cute advert lead?

… To this touchdown web page with a photograph of a lady sitting in her automobile.

Issues that aren’t working:

1. Whereas the picture of the automobile definitely pertains to the auto insurance coverage talked about within the advert, the drastically totally different imagery creates a jarring expertise for guests. This touchdown web page feels chilly compared to the nice and cozy, pleasant Fb advert.  The place’d Snoopy go?
2. The advert copy isn’t mirrored within the touchdown web page. Refined variations like “automobile insurance coverage” as a substitute of “auto insurance coverage” create cognitive dissonance and create doubt within the thoughts of prospects.
3. The touchdown web page design leaves a number of clean areas on the righthand facet. It’s distracting and makes the web page appear damaged. Particularly for a service like insurance coverage the place prospects want to surrender a lot of personal information, you should do every little thing you’ll be able to to make your operation appear reliable.

6. Glassdoor

Glassdoor offers employer opinions that assist information folks looking for a job.

This Fb advert is supposed to draw recruiters and HR professionals to Glassdoor’s Annual Employer Branding Summit in San Francisco. It reveals a diligent man engaged on his laptop computer.

So the place do leads go as soon as they click on on this good picture?

Oh boy. The place ought to I begin? There are apparent design and message match points, however what else is awry right here?

Issues that aren’t working:

1. For starters, the advert itself has room for enchancment. The 2 hashtags (#EmployerBranding and #GDsummit) actually solely function a distraction from the primary purpose of the advert: get folks to click on on the CTA. Hashtags may help convey consciousness to your occasion, however are most likely higher served in a chunk of content material somewhat than an advert that you just’re spending {dollars} on.
2. Whereas the occasion registration web page does an important job of incorporating social proof by flaunting their audio system, it falls brief on promoting the advantages of attending the convention. Particularly for such a big ticket merchandise, an agenda overview isn’t sufficient to speak to prospects why they need to attend. A trailer video might go a good distance in creating hype and displaying potential attendees what worth the convention will convey them.

7. Development Geeks

Growth Geeks is a market for getting access to professionals providers in subjects reminiscent of progress hacking, efficiency advertising, social media and extra.

Their advert beneath flaunts certainly one of their professionals: a “progress geek” named Vincent who might be employed on the positioning for assist with Fb adverts. The decision to motion invitations you to “Click on right here to satisfy Vincent:”

So what occurs once you enthusiastically click on?

Vincent? 🙁

Issues that aren’t working:

1. When you click on by way of, you’re taken to a catch-all web page the place you received’t be taught extra about Vincent and even different Fb advert specialists. As an alternative, you get a promo video and a large, overwhelming checklist of different professionals offering totally different providers. It’s nice that they’re created particular adverts for particular kinds of professionals, however their touchdown pages needs to be simply as particular. If a lead clicked to satisfy Vincent, they need to be taken to a web page the place they will do exactly that!That’s to not say that you should work time beyond regulation creating 50 corresponding touchdown pages for every of your adverts. Instruments like dynamic text replacement may help you leverage a single web page to be personalized for every distinctive advert you create. As a result of on the finish of the day, extra specificity = higher Fb advert conversion charges.

8. Udemy

Udemy is an internet instructional market that gives over 30,000 programs on quite a lot of subjects from coding to productiveness.

The copy for Udemy’s advert beneath is a little bit of a mouthful, with a number of technical info packed right into a single advert. It is perhaps price testing a contrasting coloration — this blue is comparable sufficient to Fb blue that it might doubtlessly mix into the newsfeed.

Let’s see what’s past the press.

Issues that aren’t working:

1. The sheer quantity of copy on this web page is overwhelming. Whereas they do a very good job of talking to advantages and setting expectations, it is perhaps price testing towards a shorter web page with a number of chapters. If the lengthy touchdown web page works greatest, it is perhaps a good suggestion to incorporate one other CTA button close to the underside, to seize diligent prospects who learn the complete web page.
2. Equally, the social proof will get buried underneath the large course breakdown. It is perhaps price testing putting some rankings up high, nearer to the CTA, for prospects who won’t ever scroll all the way in which down.
3. The colour palette and imagery from the advert aren’t mirrored within the touchdown web page. Utilizing an analogous nonetheless within the video on the touchdown web page could possibly be a sensible approach to recall the Fb advert.
4. The “Take this course” CTA button is off to the appropriate and straightforward to overlook, particularly subsequent to the massive video nonetheless. This might be an important factor to check.

So what does a pleasant Fb advert marketing campaign appear like?

So we’ve seen a ton of fb advert marketing campaign examples that go away a lot to be desired — however what does a profitable Fb advert marketing campaign appear like? Let’s take a look at an organization that’s main with readability of their adverts and touchdown pages.

9. Employed

Probably the greatest examples out of the 50 plus examples I checked out was from Hired: a job market for gross sales professionals.

Their adverts use an eye catching inexperienced that contrasts nicely will Fb’s basic blue and white. Higher but, their copy is brief and candy and drives straight to the ache level their lead could also be experiencing:

And the corresponding touchdown web page?

Increase.

Issues that are working:

1. The touchdown web page expands on their worth proposition by providing particular advantages: “5-10 Job Interviews with one software.”
2. They use a lot of the identical language from their advert on their touchdown web page, although they could need to take a look at matching their headline from their advert precisely with that of their touchdown web page.
3. The colour palette from their advert carries throughout to their touchdown web page, with an eye-popping CTA button in that acquainted vibrant inexperienced.
4. Employed’s touchdown web page has a CTA button at the top and two at the bottom. Some provides are extra advanced or larger dedication, and should require longer landing pages to actually make the sale. If that’s the case, you need to you should definitely have a number of CTAs so that individuals have one in attain to click on after they’re sufficiently persuaded.
5. All the name to motion buttons on their touchdown web page have one purpose: to get leads to enroll. That mentioned, there are a couple of hyperlinks on this web page and Employed could need to take a look at eradicating them to see if that helps focus consideration.

All in all, an superior effort. Method to go, Employed!

The underside line

We don’t have entry to those firms’ stats or conversion price information — these advert campaigns could have truly produced vital outcomes. However at what value?

When your Fb advert is disconnected from the corresponding touchdown web page, you create poor experiences for them. And that’s dangerous information for everybody.

So don’t lower any corners together with your Fb advert campaigns. Proceed the dialog out of your advert to your touchdown web page, and maintain prospects centered on the singular purpose of your marketing campaign. No distractions.