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5 great & 5 not-so-great Facebook ad examples explained

Today, Facebook ads are science and art at the same time. I can't give you a magic formula how to create a perfect ad, but through examples, you'll get inspired to create magic with your Facebook [...]

June 14, 2019

9 min reading time

Today, Facebook ads are science and art at the same time. I can’t give you a magic formula how to create a perfect ad, but through examples, you’ll get inspired to create magic with your Facebook ads. We’ve all been there. First, you start with a perfect creative, writing best copy, setting up suitable targeting, choosing your budget and after all hoping for the best.

Facebook ads are everywhere. No wonder since Facebook is still the biggest social media network with 2,3 billion users. If you’re here, reading this, you’re aware of their power – but tool as powerful as this one comes with just as strong set of potential mistakes. We’ve taken 5 great Facebook ad examples, as well as 5 not-so-great Facebook ad examples. We’ll go through each of them and explain why we find them great or not-so-great 💁

5 great Facebook ad examples

1. Allbirds

Allbirds Facebook ad example.
Allbirds Facebook ad example.

This ad is an eye-catchy and it keeps observers attention. But what elements will decide is an ad a pass or a fail? Many tiny factors have an impact on your ad.

A catchy headline and copy are one of the most effective ways to tap into a user’s mindset. Allbirds this time decided to go with a review from a user which is a great way to achieve engagement with the audience. A copy is short, clear and concise.

You can use the content for relating to people, grabbing their attention, building value, and more. Allbirds Facebook ad gives a visual clue for the benefit of their product. This ad certainly caught my attention. Creative is one of the most important parts of the ad, and in this example, the picture shows us a metaphor with sheep for comfort which is a great way to get closer to consumers.

One of the important items is CTA. CTA (call-to-action) will increase conversions and convince people to click and take action. Allbirds have chosen clear CTA “Shop Now”, so this ad has pretty much everything to deliver great results.

Pro tip: If you’re doubting between multiple CTA options, you can always do some Facebook A/B testing or Dynamic option to find out what works best.

Creative: ⭐️⭐️⭐️⭐️
Headline: ⭐️⭐️⭐️⭐️⭐️
CTA: ⭐️⭐️⭐️⭐️⭐️
AD text/copy: ⭐️⭐️⭐️⭐️
Overall score: 4,5

2. Root Insurance

Root Insurance Facebook ad example.
Root Insurance Facebook ad example.

Root uses a striking color and an interesting creative to capture users attention. The strange looking car grabs the users’ attention, and the rest of the ad is also interesting. First 3 words of the copy with emojis give us a clear message about what this ad wants from us. A copy is not too long or short, the headline is suitable a CTA is here, calling us to install the app. So, if you analyze this ad you can tell that the point is on the visual element. In this case, an unusual creative takes users attention.

Creative: ⭐️⭐️⭐️⭐️⭐️
Headline: ⭐️⭐️⭐️⭐️⭐️
CTA: ⭐️⭐️⭐️⭐️
AD text/copy: ⭐️⭐️⭐️⭐️⭐️
Overall score: 4,
75

3. Warby Parker

Warby Parker Facebook ad example.
Warby Parker Facebook ad example.

What is the greatest part of this ad? Warby Parker knows what is their mission and how to keep their target demographic engaged and dedicated to the company. In this ad we have a clear message with a simple creative. On the creative, there are glasses which is also the main product of this brand. The headline is not too long or short, it says everything a consumer needs to know for trying and at the end maybe buying the product.

Warby Parker grew to millions from a simple, but a unique idea: they’re sending few pairs of sunglasses to your address to try on at home for free.

Creative: ⭐️⭐️⭐️⭐️
Headline: ⭐️⭐️⭐️⭐️⭐️
CTA: ⭐️⭐️⭐️⭐️⭐️
AD text/copy: ⭐️⭐️⭐️⭐️⭐️
Overall score: 4,75

4. Slack

Slack Facebook ad example.
Slack Facebook ad example.

Instead of using stock images or screenshots, you can use design tools like Illustrator and Sketch to create a more visual representation of your product. Well-chosen colors + straightforward in-image text makes this ad so good.

What to learn from this ad example:

  • use bright and colorful images to catch the scrollers’ attention
  • use creative images to help customers visualize your product
  • consider a snappy tagline to communicate the main value of your product

Creative: ⭐️⭐️⭐️⭐️⭐️
Headline: ⭐️⭐️⭐️⭐️⭐️
CTA: ⭐️⭐️⭐️⭐️⭐️
AD text/copy: ⭐️⭐️⭐️⭐️⭐️
Overall score:
5,0

5. Shutterfly

Shutterfly Facebook ad example.
Shutterfly Facebook ad example.

The next time you need to announce your sales, instead of creating a complex ad image, simply lay your product out on a blank colorful background. Shutterfly’s Facebook ad is stunning in its simplicity and efficiency. Instead of just promoting their product, Shutterfly is adding a free product to their offer, making it a lot more attractive to potential buyers. A similar ad could also be used as a remarketing ad – if a website visitor didn’t purchase their first visit, you can offer them a discount to incentivize them to return or to buy more.

Creative: ⭐️⭐️⭐️⭐️
Headline: ⭐️⭐️⭐️⭐️⭐️
CTA: ⭐️⭐️⭐️⭐️
AD text/copy: ⭐️⭐️⭐️⭐️⭐️
Overall score: 4,5

5 not-so-great Facebook ads examples

There are a dozen rules what you should and shouldn’t do in your ads. In the following examples you’ll get the idea of what you shouldn’t do in your ads!

6. EE

EE Facebook ad example.
EE Facebook ad example.

What’s wrong with this ad?

There is a ton of wasted white space. The first thing that stands out is that there’s no headline, no copy, and no CTA, just PHONE. So you need to be extra interested in this ad and explore what is their offer. No points for creativity for this one.

Maybe a little bit more effort in the creative would result in a much better ad.

Creative: ⭐️
Headline: ⭐️⭐️⭐️
CTA: ⭐️
AD text/copy: ⭐️⭐️⭐️
Overall score:
2

7. O2

O2 Facebook ad example.

The worst thing you can do is to confuse potential buyer because that is the right way to lose the buyer. This ad is total confusion! Creative is not bad as it can be, but O2 fails on the headline, copy, and description. Also, there is no CTA.

If ad copy and headline were improved, this ad would be much better.

Creative: ⭐️⭐️⭐️⭐️
Headline: ⭐️⭐️⭐️
CTA: ⭐️⭐️
AD text/copy: ⭐️⭐️⭐️
Overall score:
3

8. SOCA On the Seas

SOCA On the Seas Facebook ad example.

There is almost nothing done right on this ad. It is always good to have a visual component in your ad. Having a video or image is not necessary, but it definitely makes your ad more interesting and eye-catching. Starting with the messy copy, I bet that even the copywriter doesn’t know the message of this ad. It gets truncated because, well, who needs punctuation?! There is no CTA, no clear point, no meaningful text at all. Example of an ad that is a waste of time and money. SOCA On the Seas, we hope that you improved your skills for making ads.

Creative: ⭐️
Headline: ⭐️⭐️
CTA: ⭐️
AD text/copy: ⭐️
Overall score: 1,25

9. Netflix

Netflix Facebook ad example.

Everybody can make mistakes when it comes to marketing, and Netflix is no exception. It seems that even the best and the brightest run out of original ideas sometimes. The problem here is that the headline assumes you know some backstory or context. Which you probably don’t, because an ‘awareness’ or top of the funnel ad usually targets people who probably aren’t brand aware. As a result, it lacks the entertainment or a surprise element of a great ad.

Creative: ⭐️⭐️
Headline: ⭐️⭐️⭐️
CTA: ⭐️
AD text/copy: ⭐️⭐️
Overall score:
2

10. bigsmall.in

This ad has almost no engagement with 3 likes and only 1 comment. Social proof is almost non-existing on this post. Every business should be focused on their social media engagement. Social proof brings a lot of benefits to advertisers: better marketing reach and ROI, better brand awareness and for attracting new customers. From creativity, through headline to text, this ad is in desperate need of improvements, which affects all the goals set by the bigsmall.in.

Creative: ⭐️⭐️
Headline: ⭐️⭐️⭐️
CTA: ⭐️⭐️⭐️⭐️
AD text/copy: ⭐️
Overall score: 2,5

To sum up:

Anyone who uses Facebook ads must first get to know the rules of the platform. Beginners mistakes are inevitable but don’t forget that Facebook ads are a powerful tool if you use them in the right way.

Facebook advertising is one of the most powerful and cost-effective ways of reaching potential consumers. By avoiding some of the mistakes mentioned in this article, the effectiveness of your ads can be unquestionably increased.

Read more about Facebook advertising 👀

Facebook Ads Manager updates in 2019 you need to know
5 tips to increase conversions using Facebook ad images
New Facebook Ads Library – all Facebook Ads in one place?

About Udonis:

We are an award-winning marketing agency specialized in mobile apps & games. We help scale products that people love, keeping the attention on data and results. Have questions, need help? 🤗 Email us at hello@udonis.co!








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Laura Kraljevic

I'm Laura, I'm Facebook Manager at Udonis. My daily routine consists of managing campaigns and acquiring new users for our clients.

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