7 Lessons Learned from 567 Facebook Ad Campaigns in One Year
by Molly Pittman | Nov. 4, 2014
We’ve created 567 Facebook ad campaigns in the past year… and we’re just talking campaigns. Campaigns usually contain AT LEAST 2 ad sets and 8 ads.
That means we’ve created AT LEAST 4,500 different Facebook ads in the past year. Phew. That’s a lot :).
Here on the Digital Marketer blog, and within our membership program Digital Marketer Lab, we talk A LOT about Facebook ads.
But, I’ve realized that we talk a lot about the targeting, bidding, scaling, and optimization.
What about the actual ads? What images and copy make people click… and why?
In this blog post, I’ll reveal 7 of the best Facebook ads we’ve created here at Digital Marketer and WHY they outperformed the rest.
Remember, the name of the game with marketing is putting the right message in front of the right audience.
So, let’s talk about the right message…
This ad is for our 212 Blog Post Ideas lead magnet.
This is one of our all time best ads. It’s generated over 30,000 leads for less than $2.06 a piece.
Why does it work?
The Image: The image features a person (and although this is Ryan Deiss, we ran the ad to a TON of audiences who have no idea who he is).
The person is looking at you. That’s eye-catching. Any ad where a person is applicable, we suggest using them in your image. Either make sure the person is looking forward or looking towards a part of the image you want them to pay attention to.
Also, the chalk on the chalkboard is unique – we found the chalkboard on dreamstime and photoshopped the “212 Blog Post Ideas” on there.
The Copy: “Writer’s block? Boost your content with theses 212 blog post ideas, applicable to any niche”
This ad is speaking to people who blog. With the copy, we wanted to speak to a pain point – writer’s block.
We then gave them a benefit for clicking with the “Boost your content with these 212 blog post ideas”.
Lastly, we overcame the objection that these ideas may not work for them by adding “applicable to any niche”.
This ad is for our Social Media Headline Swipe file. It’s the biggest ad campaign we’ve ever run on Facebook. It’s a similar ad and funnel (designed to put people into our DM Lab continuity program) to the 212 Blog Post Ideas that I covered above.
This ad has generated over 33,000 leads for an average of $1.70 a piece.
Why does it work?
The Image: This image is distinctive. From the mouse patterns in the background, to the contrasting colors, it makes you want to look. It also makes you want to look without being overly obnoxious.
That’s what’s important about this image. Gone are the days of running ads with obnoxiously loud colors and arrows just for the sake of grabbing someone’s attention.
That screams, “I’m going to ask you for money if you click here!” Not that standing out isn’t still important, but – make sure your ad makes sense from a design standpoint. You can hire someone on Fiverr or oDesk or create an ad using Canva.
The Copy: “Want more clicks from your Social Media posts? Download our 72 headline swipe file.”
This ad is speaking to people who are social media managers or are interested in social media. With the copy, we wanted to speak to a pain point – no one is clicking on my posts!
We then gave them a solution… “Download our 72 headline swipe file”.
If I were to optimize this further, I would have added “applicable to any niche” as you saw in the 212 blog post ideas.
“Steal Our Swipe File” was important copy to have on the image. Telling someone to steal from you is certainly an interruption as they scroll down their newsfeed.
This ad generated leads for a launch of our product called The Machine. We were giving away our email marketing game plan in exchange for email addresses.
This ad generated 7,422 conversions at $1.54 per lead.
Why does it work?
The Image: After looking at demographics for the audience of website visitors that had already hit this product’s website, I noticed that over 90% of visitors were male.
It was also late summer/early fall and football season was starting. In order to tie in with the “game plan” aspect of the offer, we went with a football field.
Tying in a theme that would relate to your target audience is a great way to relate.
The image’s color (yet still not obnoxious, see my comments on the previous ad) and the football field/formation makes you STOP, it also ties perfectly with the offer being a “game plan”.
We wanted to make sure email marketing was still tied into the theme of the image, and that’s why the “Email Marketing Game Plan” copy is on the field along with the red envelope.
The Copy: “Do you have a game plan for your Email Marketing? Don’t hit the field without one…”
This ad ran to people who were interested in email marketers, mostly males. Again, as most of our successful ads do, the copy began with a question.
This copy appeals to someone’s urge to have a plan and to be prepared.
Also, even if you do have a plan for your email marketing, you can always improve upon it…
This ad is part of a bigger campaign for our Gain, Logic, Fear email template campaign. We’re giving away a 3 part email series that users can copy and paste into their email service provider in exchange for their email address.
This ad has generated 4,441 leads for $1.90 a piece.
Why does it work?
The Image: What makes this ad so successful is the strategy behind it, not necessarily the image.
This image goes against the statement I made in ad #2 that people are catching on to the obnoxious colors and arrows that scream “BUY SOMETHING FROM ME”! If I were to do this over, I’d still use the text/word document screen shot but have a designer make it look more professional.
It shows them EXACTLY what they’re going to get and how easy it really will be to just copy and paste these templates.
But like I said, the strategy was the most important part of this campaign…
The Copy: This campaign had multiple ad sets that targeted different email service providers via interest targeting… Mailchimp, Aweber, ConstantContact, Infusionsoft, Getresponse, etc.
Each ad set had different ad copy. This examples shows the ad copy for GetResponse.
“Use GetResponse? Copy and paste this FREE email series into your account today.”
Replace “Use________?” with the email service provider I was targeting in each ad set and that was the copy for each of these ads…
The copy was VERY targeted and specific.
The “Copy & paste this FREE email series into your account today.” made people think:
- The email series was specific to their service provider so why wouldn’t they use it,
- The email series is FREE, you’re not going to be asked to buy something on the landing page,
- This is something I can USE today… I don’t have to wait to implement or learn something and then do it. I can simply copy and paste…
Think of a way you could apply this tactic to your ads. How can I take this one lead magnet or offer and slightly alter the targeting and copy to become even more specific?
If you’re ever selling something that is timely, that won’t always be available, you HAVE to run an ad like the one above.
We ran this ad to everyone who had hit The Machine website or opted in during the pre-launch of that product.
Once we were about to close registration for the class, we ran this ad for 72 hours. Boy, do people jump for things that they think are going to be gone soon…
We spent $3,196.15 on this ad and saw $211,682 in return.
That’s the most profitable 3 day ad we’ve ever run :).
There isn’t much to discuss in terms of image or copy for this ad other than the ad maintained the same design/feel that we had used to introduce them to The Machine (the football field ad for example). Also, the ad was eye-catching (of course) and would have stopped them in their tracks while scrolling through Facebook.
The most important take away from this ad is the scarcity.
“The Machine is Closing! Don’t miss out…” and “We’re Closing it Down”.
Look familiar? This is a retargeting ad for the funnel I introduced in ad #1 above.
This ad runs to people who opt in for the 212 Blog Post Ideas lead magnet but don’t take us up on our $7 tripwire offer for our 1,000 Blog Subscribers execution plan.
Why does it work?
The Image: You’ll notice that the ads are VERY SIMILAR. You want to catch their attention by showing them something that they’re familiar with, but create a bit of variation so they don’t think it’s the same ad.
You’ll also notice that second ad says “1,000 Blog Subscribers” –- this is because the tripwire teaches you how to get your first 1,000 blog subscribers.
The Copy: The most important thing to keep in mind is the copy. We use “Did life get in the way? You forgot to take advantage of this deal?”.
This is the SAME COPY we use for EVERY retargeting ad. It saves you from writing a ton of copy and it is always applicable.
It also assumes that they didn’t say ‘NO’ the first time and there is an important psychological principal at play here.
The words “Did life get in the way” and “You forgot…” give the prospect a reason to reconsider the offer. Because if they said “NO” to the offer — you’re asking the prospect to admit they were wrong the first time — and that isn’t easy. With this ad — we assume they didn’t have their credit card last time, their children distracted them, they went to dinner and forgot, etc.
Here’s another example of a retargeting ad, this one retargets people who opted in for the social swipe file (ad #2 in this blog post) but didn’t purchase the tripwire from that funnel:
This is a Facebook offer. Facebook offers are a certain kind of ad for discounts, flash sales, etc. They appear differently in the news feed with a “Get Offer” Button in the bottom right hand corner of the ad.
When they click the process is different, too. There’s a pop up that thanks them for claiming the offer, and then they’re given the link to claim the offer and it’s ALSO emailed to them!
The link that we use for the offer is always to a landing page.
For example, the ad above was 82% off tickets to TNC.
Why does it work?
Facebook offers are shared a ton and receive awesome organic reach because people want to share deals with their friends. Also, the email touch point is BIG.
The Image: This image shows a highly engaged conference. It catches people’s attention and shows them that Traffic & Conversion Summit isn’t a borefest.
The Copy: The copy displays the benefit… 82% off the event and also establishes credibility by says that Traffic & Conversion was recommended by Forbes, a credible source.
When used appropriately, offers are powerful Facebook advertisements.
Remember, advertising is all about placing the right message in front of the right audience.
Originally posted at http://www.digitalmarketer.com/7-lessons-from-567-facebook-ad-campaigns/ by Molly Pittman in Digital Marketer, “7 Lessons Learned from 567 Facebook Ad Campaigns in One Year”. Published on Nov. 4, 2014, Accessed on Oct. 23, 2015.