From video to images and even the carousel ad format leaves lots of room for how you want to present your brand and style. Every brand has access to the same ad format but we can all present a unique brand style. Here are 10 ad styles that convert on paid social.
Ads that win and convert have 4 traits in common:
- Previous Customer Experience
- Social Proof
When you can create an ad that has all or a majority of these traits. You stand a better chance of winning the ad auction.
Facebook says two important facts when it comes to ad creative. Heeds these acts at your own risk.
Brands who succeed make 11x more creative vs competitors.
56% of brands lift in KPIs is attributed to quality creative.
Regardless of what some marketers say, creative does matter when it comes to paid advertising. We are not saying it’s the only thing that matters or that it’s the most important aspect of winning at paid social. We are just saying it’s important to have great creative.
One of other important reasons is Facebook says that the order that people see ads in are:
- Page Name/Photo
Making sure your creative and ad copy that and also match the audience you are targeting is important than ever. Here are 10 ad styles that we know convert across ad formats.
Top 5 Reasons
This style works because it lets a brand say why they think their problem can help you. I have seen this ad work with the top 3 reasons why as well. It’s great for top of funnel audiences.
Customer Review 50 / 50
What makes this ad style powerful is: Social Proof + Product Focus. Mix a product image/GIF with a customer review of the product. Brands like @eatmagicspoon have this down to an artform.
5 Star Reviews
People trust people. Most ecom and DTC brands use some similar style ad like this to show hundreds or thousands of people love their product. Plus it works.
Setting expectations for what you sell is key. If you got it, show it off.
Why does it cost $$$?
This ad works really well for higher end or more expensive products. You get to counter their argument that you are charging too much.
User Generated Content (UGC)
Who better then to have customers show off why they like your product. People want to hear from other people over your brand.
Customer reviews (video format)
Very similar to 5 star reviews but in video format.
Story Poll Ads
A hugely underused ad format and one you should be using if you are in commerce.
Similar to customers talking about your product. Having people with a bit of star power that customers look up to… is a great way to get people interested in your product and brand.
Unboxing or Surprise & Delight
It’s like Christmas day but not actually on Christmas. The anticipation of opening a box and seeing what is inside. People love getting gifts and people love watching other people open a box. Just look on YouTube for Apple unboxing videos.
These are just 10 styles you can use with the 3 main ad formats… video, images, carousels… you get on Facebook and Instagram. Don’t limit what you do as you try to scale up your Facebook ad account.