OK, you’ve got your shiny product and you’ve built a gorgeous ecommerce store—now you just need shoppers to discover your brand and fall in love with it.
For ecommerce businesses, the most immediate way to get the right type of traffic is through paid advertising. Many brands have found great success running Facebook ads to get the right eyes on their products.
According to HubSpot, Facebook ads give the highest return on investment (ROI) of all paid ad channels.
That said, the true power of any ad is driven by the ad itself—the creative assets and copy which entice visitors to click through to the product page.
A great ad will look different from vertical to vertical. What works for an athleisure brand may not work for a supplement company and vice versa.
In this post, we’ll quickly cover what makes a Facebook ad good and show examples of great advertisements from several types of brands.
#cta-visual-pb#<cta-title>Send your paid traffic to high-converting landing pages<cta-title>Make sure you pair that amazing Facebook ad with the perfect landing page for converting—build it with Shogun Page Builder today.Start designing it now
Building a powerful ad on Facebook centers on how well you know your target audience.
The persuasive copy and gorgeous imagery emerge out of that understanding, determining how effective the ad will be at convincing them to learn more about your brand and give you money for your product.
To create a really good Facebook ad, you’ll want to check off the following boxes:
If you’ve gone through this list and still have questions, that’s fine. We’ve only just gotten started!
Let’s head on into some killer advertising examples that will show what all the above learnings mean in real-life ads.
To get inspired to create your own incredible Facebook ads, it helps to see what other successful brands have done.
We’ve put together a bunch of examples of the best Facebook ads from a bunch of great brands that use Shogun for customizing their gorgeous ecommerce store pages. Let’s take a look at them.
#cta-paragraph-pb#If you want to take a look at what your competitors are doing with their Facebook ads, head over to Facebook’s ad library and search for the brand name. It could help give you some awesome ad ideas to really compete.
Outdoor living brand Barebones uses the grandeur of nature to amplify its message of how their products will “elevate your outdoor experience.”
They sell all manner of high-end gear and supplies for camping, gardening, grilling, and more. The value of their product offering comes out clearly in their ads.
The copy is straightforward, telling their target audience that whatever outdoor experience they are pursuing, Barebones can help make it better. The first even leads with its B Corp status, attracting a certain sustainability audience.
The visuals portray simple scenes of living outdoors, transporting the viewer and encouraging them to imagine getting away.
Getting to the CTA, you are met with a special offer of 20% off and a free charger, making the Shop Now button pretty compelling.
Single serve coffee brand Copper Cow introduces their defining product line with stunning colors and quotes from happy customers.
In our feature story on Copper Cow, we highlighted their effective use of how-to content to illustrate to an unfamiliar audience how their Vietnamese pour-over lattes worked.
Many of their video ads feature quick demos of how to make a cup, but in their image ads they choose to focus on the customer review aspect instead.
In our guide on customer reviews, we’ve shown the importance of capturing and highlighting customer reviews. Happy customers are the most effective marketing you can get.
Copper Cow lets their powerful customer quotes do the talking for them, floating them right above the carefully staged product photos. It’s simple but compelling.
As always, their colors are gorgeous, setting off both the quotes and the products well. They wrap it up by highlighting their free shipping offer.
Eco-friendly sock brand Hippy Feet gets right to the point of how they are unique from all the other sock brands.
Aside from being sustainable, their socks are American-made and the brand supports homeless youth. Their ads clearly highlight each of these points.
They keep the ads simple, checking off the major features—eco-friendly, made in America, free shipping, supporting homeless youth—and pairing them with clear product-centric images.
Facebook’s audience targeting allows brands like Hippy Feet to show these ads to shoppers that value sustainability and social responsibility, so their focused approach has a great chance of success.
Hippy Feet’s brand identity is well-defined—as we found in our feature on the brand—so they can easily create a cohesive experience from ad to landing page to purchase by keeping with their style guide.
For any celebrity or brand collaborations they do, they create special partnership landing pages that helps funnel the traffic from ads and influencers to the right messaging.
Rad Power Bikes knows why customers buy their products—to make their complicated lives easier.
So, they use their ads to target those exact pain points for people who are considering buying an electric bike.
They use real customer quotes to get straight to the pain points that their potential customers are facing, like riding up hills in traditional bicycles or having to park a car.
They even take advantage of real-time pain points by targeting the rising cost of gas and offering the gas-free option for getting around.
The photos are show people out and about, seemingly free of the troubles described in the copy and quotes. The CTAs take it home by encouraging users to Shop Now or Learn More.
Sustainable athleisure brand PANGAIA creates super comfortable clothing in a whole range of gorgeous colors.
They regularly come out with new collections, often consisting of sweatpants, a hoodie, and a shirt in a single brilliant pigment.
Here, they are advertising their Spring capsule collection with colors reminiscent of the flowers and sprouts emerging all around us this season.
The first ad is a video cycling through the colors and the second is one of many standalone image ads showing a single color from the collection. The ads are super simple but the colors alone are exciting.
The copy is also fairly simple, introducing the collection and hinting at its sustainable credentials. It shows that ads can say a lot with a little.
The innovative sleeping bag blankets from Rumpl are super popular—so much so that they’ve made them available in tons of beautiful designs.
Knowing that their customers love the variety of designs they offer, they’ve partnered with many designers to create truly unique limited edition blankets.
These ads show off these partnerships to attract shoppers of various design tastes.
As with all of their product photography, Rumpl shows off these uniquely designed blankets in natural scenes. They center the blanket designs in the photos and demonstrate people using them in the elements.
Since these blankets are limited edition, advertising plays a big role in getting them in front of as many best-fit shoppers as possible. There’s urgency there with limited supplies and the designs will appeal to various types of shoppers.
It allows them to capture a wider customer base, which they can later remarket to for future purchase.
Feminine health brand Semaine uses a flash sale and the offer of a free sample to get people to try their hormone balancing supplements.
With clear benefits and powerful social proof, they make sure that people don’t scroll past without taking a look.
Their use of emojis draws users eyes to the quick and unambiguous social proof—11,000+ happy customers, 4.8/5 star rating, a fawning customer quote—before driving you down to the benefit-packed image.
Semaine uses copy in their images to great effect. From the ‘Backed by science’ assurance to the answer to your prayers list of benefits, the target audience would be hard pressed to ignore it.
Finally, for shoppers whose curiosity has been piqued, the offer of 20% off and free shipping in the first and a free sample in the second ad brings them over the line. Why not just give it a try?
California-based performance apparel brand Vuori invests heavily in digital advertising and uses the seasons to help sell their stylish activewear.
Being based in California, they are blessed with beautiful surroundings for lifestyle photography.
The images keep the focus on the models and what they’re wearing. While the backgrounds are out of focus, the Spring vibe is clearly communicated.
Through the models’ poses, the utility of their apparel is obvious—the clothing is both a fashion statement and an athletic jack of all trades.
The copy supports this idea. In the first, it is the perfect Spring Break style refresh. In the second, it’s a super comfy athletic short that can take whatever sport you inflict upon it.
It ends with super simple taglines and the offer of free shipping to get you to Shop Now.
Sustainable brand Ethical Bedding doesn’t miss an opportunity to mention the many benefits their products offer to your sleep routine.
While these ads both say the same thing, the second ad is actually a video, introducing animation to the ad, with each benefit popping up like a realtime list.
What stands out most here are the benefits with helpful little arrows pointing to the product. They say everything a bedding consumer might be looking for—from temperature regulation to breathability and everything in between.
The copy begins with calming verbiage—relax, unwind, roll, silky smooth—and then uses an eye-catching emoji-laden list of what makes them special—100% eucalyptus, sustainable, 2,500 positive reviews.
Once you are nearly convinced, they show the offer of a 100-night sleep trial and a lifetime warranty to drive you to the CTA.
Some brands offer something totally different and unique that they need to introduce it to the world.
Barnacle Foods has rightly decided to use video ads to do this for their kelp-based product line.
The star of these ads is the video showing the harvesting of the kelp they use in their pickles and hot sauce. It recalls the best of YouTube cooking videos.
From pulling the massive sea plants out of the sea and slicing them up into delightful little circles to adding the finished product to toasts and pizzas for a satisfying crunch. They also hint at the sustainability and nutrition of this uncommon food source.
This is supplemented in the first ad with a super positive customer quote that makes you want to try it for yourself. The novelty alone may bring consumers to give it a chance.
Wellness brand Welly Health advertises their bandages and first aid kits, trying to unseat the big names in first aid.
Their marketing is colorful, targeting the kids in everyone with a variety of patterns to choose from to wrap up your boo-boos.
To advertise their patterned bandages, they use the bandages themselves to create a colorfully patterned image with the product packaging at the center. It’s hard to scroll past the vibrant display.
The copy focuses on readiness, an apt theme for first aid. The first aid kit is a tin that you can keep in all the places you most need it—thus encouraging shoppers to buy multiple kits just in case.
The second ad is selling their ‘Bravery Badges’ and the copy plays more on this theme of childhood injuries by leading with “Whoops, ouch and uh-ohs never happen at the right time.” It’s clever and makes you want to have some on hand in case you need it.
Good for you soda brand Olipop brands themselves as the alternative to soda and their ads do a good job of lighting up the senses while taking guilt out of the equation.
The ads create simple but evocative scenes—ice cold and fizzy soda in glasses, a simple colored backdrop, a few props to fit the theme.
In the first ad, the soda accompanies a deli lunch as something perfectly refreshing to wash it all down. In the second ad, the drink feels like an island cocktail with all the relaxation that goes with it.
They use copy to point out what differentiates them from regular soda—high fiber, low sugar, prebiotics—and why it’s actually good for you.
Olipop found success with targeting a US audience of 21 and older and lookalike audiences to their top purchasers, excluding anyone who has purchased in the past 30 days. In 2020, they increased their ad budget and saw a 2.1X increase in online purchases.
Apparel brand Chubbies sells shorts that “spread that Friday at 5pm feeling” and a huge part of their brand identity is humor.
In fact, two of their five brand values are Irreverence and Laughter, which seem to work in the service of the other three—Fun, Relaxation, and Adventure.
Chubbies brings their one-of-a-kind irreverent humor to their Facebook ads, stretching the comedic copy across Facebook’s carousel ad format.
This is the same ad, just scrolled over to the end of the carousel in the second example.
With copy that wittily pairs with the carousel images—such as “Look Like This Guy,” “Toss That Dang Frisbee,” and “This Liner is So Soft”—people are drawn into the story of these magical swim trunks.
They are also able to show off multiple product variations and features with this format.
To further persuade readers, they talk about how their “state of the art swim trunks” are made just for you and feel like “wearing a ball of sunshine and good vibes”, which sounds pretty great. To cap it off, they repeat their policy of “Always Free Shipping”.
With so many people spending so much of their time on Facebook (and Instagram), it’s a great idea to spend some of your ad budget on Facebook ads.
And, the better your ads, the better your results.
It's important to create ads that will really resonate with the audience you are targeting, then send that incredible traffic to the page that will make them convert.
To make your ads really great, take some of the lessons learned from the above brands and integrate them into your own powerful ads.
We can't wait to see them!
#cta-visual-pb#<cta-title>Create the perfect landing pages for your Facebook ads<cta-title>Start building and customizing your landing pages to convert that Facebook ad traffic with Shogun Page Builder—no code needed.Design your first page
Sean is one of Shogun's tireless content marketers. When he isn't creating exciting ecommerce content, he's probably biking or at the park.