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FACEBOOK ADS DON DRAPER WOULD LOVE...
Has this happened to you? A story…
You're motivated to create a Facebook ad. You're sold on the fact that it will increase your exposure for
your new program or product.
You can't wait to get the ad out there. You have a vague idea of all the important ingredients: an image,
some text, and you've thought about what audience you want to target.
And then you think… if only I had some really great examples to look at, to model my ads after, I'd
be set.
Well… let's do that!
We'll be looking at all sorts of ads -- what they're offering doesn't matter. They all have attributes to
inspire you.
Each ad has at least one memorable feature that compels you to:




Stop
Look
Read
Act (You're clicking that link, baby!)
© Kristy Schnabel, It's Virtually Done, LLC, February 2015
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FACEBOOK ADS DON DRAPER WOULD LOVE...
Let's check out some memorable ads and uncover their special power to make us (well, me) click that link.
It’s all part of your “Facebook Page Sales Funnel:”
Your Facebook Page Sales Funnel
Funnel Element
So That You Can:
Facebook ad image >>
Attract attention
Facebook ad headline >>
Further attract attention
Facebook text >>
Convince and call-to-action (CTA)
Landing page >>
Get the email address, sell, etc.
We'll be focusing on:
1. The image
2. The text
3. The headline / call-to-action (to click the link!)
Let's get some great ideas!1
1
You will see some trickery in some of these ads. I'm not advocating that at all, but consider how you might use some of these concepts legitimately to achieve
the same ends.
© Kristy Schnabel, It's Virtually Done, LLC, February 2015
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FACEBOOK ADS DON DRAPER WOULD LOVE...
IMAGE >>
ATTENTION GRABBER:
Her head is upside down! This
pretty-in-pink image really
caught my eye. Plus, you can
tell that she is attempting
something difficult, and I'm
rooting for her.
TEXT >>
PERSONAL & RELATABLE
This is a quote from the owner
of the brand, and it shares her
personal story that all women
can relate to. Good!
HEADLINE >>
REINFORCE & PROMISE
She's reinforcing the brand
name and the promise that they
"stay put," and adds a
guarantee for good measure.
(This is a "like" ad, so no callto-action.) Whoa... did you see
those likes and shares?
© Kristy Schnabel, It's Virtually Done, LLC, February 2015
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FACEBOOK ADS DON DRAPER WOULD LOVE...
IMAGE >>
CLARITY
You want your image to convey
an idea and this one is selfevident: ebooks. The image is
clear enough to see books that
you may want to read too. :-)
TEXT >>
JOIN OTHERS & FREE
It's powerful when others are
doing something that you
aren't. Free is in all caps, and
that really pops. I like it when
the text is short like this one.
HEADLINE >>
REINFORCE & CTA
Good reinforcement to repeat
"free" and "best-sellers." The
call-to-action is clear and "check
out" reminds me of checking
out a library book.
Lots of likes & shares. Well
done.
© Kristy Schnabel, It's Virtually Done, LLC, February 2015
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FACEBOOK ADS DON DRAPER WOULD LOVE...
IMAGE >>
COLOR & CLARITY
The orange color is going to
jump in your newsfeed, right? If
you like colorful athletic shoes,
your attention is piqued.
TEXT >>
TARGETED
This ad is addressing its
audience: woman, age 50+ and
a US citizen.
HEADLINE >>
FREE, PROMISE & CTA
The text is sparse, but it's clear,
right? The word "claim" is
powerful because these shoes
are already ours (promise). We
see two CTAs, (“claim” and
“learn more”), so we know what
to do!
© Kristy Schnabel, It's Virtually Done, LLC, February 2015
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FACEBOOK ADS DON DRAPER WOULD LOVE...
IMAGE >>
BEAUTY
We are attracted to beauty, and
there is so much beautiful about
this image: artistic colors,
flowers, and a beautiful woman
(who's looking away...). We're
drawn in.
TEXT >>
FREE, SPECIFIC, MORE BIZ
I think "free" is overused, but
we get it. The ad is about
Pinterest training, and they're
clear about that.
HEADLINE >>
CAPS, REINFORCE, CTA
Excellent headline that spells
out what you get (free training),
what it's for (Pinterest) and
what it will do for you (list
build/attract customers), and a
clear CTA. A fabulous example.
12K likes. 4K shares. Wow.
© Kristy Schnabel, It's Virtually Done, LLC, February 2015
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FACEBOOK ADS DON DRAPER WOULD LOVE...
IMAGE >>
ENVY & BEAUTY
When I first saw this image, I
didn't know what was being
sold: mascara, eye liner, nail
polish, but it all pops -- and I
want it!
TEXT >>
ASK A QUESTION
I love how concise the text is,
and now it is crystal clear
what's being sold. Ask a
question people say "yes" to.
HEADLINE >>
JOIN THE CROWD, SCARCITY
“On Sale Today” is creating
scarcity. "Top selling" means
everyone else has it, why not
me?
(This is a "like" ad, so there's no
CTA.)
© Kristy Schnabel, It's Virtually Done, LLC, February 2015
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FACEBOOK ADS DON DRAPER WOULD LOVE...
IMAGE >>
COHESION & LIFESTYLE
You want your colors to really
be working together, and these
do -- not just the black and
coral, but they're selling a lifestyle here. Really effective!
TEXT >>
BRAND & SCARCITY
If you're familiar with the Coach
brand, you know they're pricey
$400+. They're claiming much
lower prices paired with a
limited supply so people want to
act.
HEADLINE >>
GOOD DEAL & CTA
They're reminding us of the
brand, the low price and urging
a call-to-action with "shop
now."
© Kristy Schnabel, It's Virtually Done, LLC, February 2015
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FACEBOOK ADS DON DRAPER WOULD LOVE...
IMAGE >>
COLORS & THE DREAM
The colors of these pots attract
my eye, and they look like
expensive "Le Creuset"
cookware (and my kitchen
floor). Note it is not a perfectly
staged image for relatability.
TEXT >>
PERSONAL
"My daughter" is making it look
like a shared post - trickery, but
this is using the concept of
"social proof,"2 in which you
take action based on the
endorsement of others.
HEADLINE >>
FREE
Free always works. They have
a CTA, but it could be bolder.
2
Social Proof: Seeing that others are doing gives it legitimacy.
© Kristy Schnabel, It's Virtually Done, LLC, February 2015
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FACEBOOK ADS DON DRAPER WOULD LOVE...
IMAGE >>
QUIRKY/AMUSING
I find this ad entertaining and,
boy, are those long fingers. If
you are into YouTube and
building your list, you're paying
attention.
TEXT >>
QUESTION, EXAMPLE & FREE
Asking a question to which the
answer is "yes" works. He's
saying "look what I've done,
and you can too." He's
emphasizing free as well. All
good.
HEADLINE >>
CAPS, SOLUTION & CTA
Besides emphasizing that the
training is free, he's offering a
solution to an entrepreneurial
challenge: how to grow your
business.
© Kristy Schnabel, It's Virtually Done, LLC, February 2015
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FACEBOOK ADS DON DRAPER WOULD LOVE...
IMAGE >>
TARGETED
Not everyone is going to "get"
this ad, but that's the point.
This image is targeted at people
over 50 who use this sleep
apnea device, or know someone
who does.
TEXT >>
TARGETED SOLUTION
If someone is living this reality,
they are providing a possible
solution. Effective.
HEADLINE >>
ALTERNATIVE & AMUSING
See the part where they say
"read this informative and often
hilarious...?" Lack of sleep isn't
a fun topic, but we want to
laugh about it. Clever.
Look at the ratio of shares to
likes, nearly 2:1. Wow.
© Kristy Schnabel, It's Virtually Done, LLC, February 2015
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FACEBOOK ADS DON DRAPER WOULD LOVE...
IMAGE >>
INFORMATIVE
This ad appeals to the physically
active set. We see the very fit
woman, and the headline pops
"Are Activity Trackers
Accurate?" If you are a FitBit
wearer (or something like that),
and you're a news junkie
(guilty!), then this ad appeals to
you.
TEXT >>
QUESTION
The text gives us pause because
we like to think that if we have
the latest tech gadget, that it
works! This questions that, and
it gets our attention.
(This is a "like" ad without a
headline.)
© Kristy Schnabel, It's Virtually Done, LLC, February 2015
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FACEBOOK ADS DON DRAPER WOULD LOVE...
We've reviewed 10 Facebook ads now. I've saved the best for last because this next ad from HubSpot is
what I call "The Mary Poppins Ad," because it is "practically perfect in every way!"
And the best ad in my opinion is...
© Kristy Schnabel, It's Virtually Done, LLC, February 2015
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FACEBOOK ADS DON DRAPER WOULD LOVE...
The Mary Poppins Ad: Practically Perfect in Every Way
What's so great about this ad?
1. IMAGE
The image is cohesive, has great
colors, and makes it clear what
the ad is about. It has a
whimsical tree. Hubspot's logo is
there, unobtrusively. The image
offers a solution, and it's free.
2. TEXT
The text is concise, focused,
targeted, and tells you exactly
what you need and not a word
more. "Learn how to generate
more leads and revenue for your
business using Facebook."
3. HEADLINE
The headline is "Facebook for
Business," which tells you in
another way what this ad is
about. Then it describes what
you'll get if you get the guide.
The CTA is the "learn more"
button.
This is an excellent ad to model
yours after.
© Kristy Schnabel, It's Virtually Done, LLC, February 2015
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FACEBOOK ADS DON DRAPER WOULD LOVE...
SUMMARY
As you prepare to create a Facebook ad, start with the image. When people cruise their Facebook
newsfeed and see your ad, you want them to stop, look, read, and click the link.
Image
Create images that are eye-catching and use colors cohesively. You can create attention in many ways:
beauty, a solution, colors, cohesiveness, humor, or confusion. Above all, you want the image to
accomplish the goal you're trying to achieve.
Text
You want the text of your ad to provide more information and support the image. You can address your
target audience, explain what your product or service is, and elucidate the benefits. Asking a question to
which the answer is "yes" is a possible way to address your target audience's problem, for which you are
the solution.
Some people use very little text, whereas others have so much that the “see more” link appears. I'm in
favor of using the least amount of text possible to convey your information.
Headline
The headline section is your last chance to sway your audience. This is where people sometimes use caps
and mention (or reiterate) that what they are offering is free. Here, you'll be reinforcing the important
elements of what you want to give them. Foremost, you'll include your call-to-action (CTA) and ask your
audience to click the link (learn more, download, sign up, etc.).
© Kristy Schnabel, It's Virtually Done, LLC, February 2015
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FACEBOOK ADS DON DRAPER WOULD LOVE...
After your audience "clicks the link," it's the landing page's job to do the rest.
Now it's your turn to create those Facebook ads, and see your business grow!
ABOUT KRISTY
Kristy Schnabel of It's Virtually Done is a social media & online marketing strategist
who helps solopreneurs with quick & easy social media strategies to boost their
business.
As a Certified Social Media Manager, Kristy helps her clients make a big splash online
with blogs, ezines, and a social media strategy that builds her client's lists.
Kristy loves creating sharable social media content that builds a community, engages
them and makes them eager for more. She has a knack for making the complex
simple and loves sharing what she's learned.
When she’s not online, you can find her swimming miles for her next open water swim vacation, hiking in the forest
with her dog, Aubrey, or walking at the Oregon Coast with her husband Larry.
© Kristy Schnabel, It's Virtually Done, LLC, February 2015
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