Post Text: The Post Text kicks off with a controversial + novel statement. It’s very straightforward and direct, with no fluffing about. I like it. (It makes it sound very matter-of-fact. Instead, imagine if it were introduced with, “Fact:”; the statement wouldn’t be as strong.)
I don’t like this next sentence. First, I’m not a big fan of “discover the future of”. It comes across as marketing lingo, and it’s offputting.
But the bigger issue here is that there is no follow-up buildup to the controversial statement.
Once the copy has grabbed the target’s attention, it should immediately start to build interest. Instead, the target is asked to take an action (“discover”). To wit: It’s too early for the call to action (CTA).
The sentence after this is the buildup, but instead of building upon the first statement further, it introduces the solution. This might be fine. There’s nothing inherently wrong with it since it’s a Facebook ad, and attention moves fast. Either way, you would have to test it to know for sure.
I would’ve added a “But” at the beginning of the sentence, just to make the transition smoother.
From “NEW” until the end, this could actually be complete ad copy for a separate ad. I would test it against this one with the controversial statement.
It also introduces a list. I’m not a fan of the fire emojis. Although I love relevant emojis in Facebook ad copy, this seems to take away from the seemingly strong authority of the brand.
The guarantee at the bottom? I love it. Not your standard 30, but a 60-day guarantee. Not only does this show great confidence in your product, it also removes a major barrier to purchase for the target.
Visual: It’s an image, and it’s simple, but I love it. In terms of design, it’s clean, and the emptiness surrounding the single pill in the center immediately draws the eye toward it.
The pill itself is half and half, clearly showing the tumeric half and the oil on the other side.
The text in the image is awesome. The first uses the formula “X times better than”, which is a direct comparison. Specifically, what makes this one work so well is that it’s the same ingredient, but made 250X stronger”, and then under it, in really small text, the comparison, thus highlighting the potentiality difference in a visual manner as well. Talk about being on point.
Under it, a couple more stats, the first one being more interesting than the second; 92% increased absorption, simply because of an added oil (black seed oil, in this case). Amazing.
The second stat, I’m not too crazy about, probably because I have to look up what it means. And that’s not good, because I am the target audience, and I’ve worked with a handful of major nootropic and health supplement brands in the past, and I still don’t know what this means.
Remember: Whenever you add one element like this one, you’re stealing the pulling power from the other elements. So, in this case, removing this and simply having the single increased absorption stat would’ve emphasized that stat, thus making the ad even more compelling.
Sometimes, less is more. The missing Headline and Description really simplify the message here. So, a great example of combining clarity with a powerful message.
Notes: Nootropics and health supplements are a tough sell on Facebook. When done incorrectly, people will genuinely take offense, calling you out in the comments and calling you a snake oil salesman. It’ll not only mess with your ad budget, increasing it considerably, but you also risk getting penalized, including having your Facebook business page removed. (I’ve seen it happen more than once.)
Especially today, where “fake news” and false advertising are not only prevalent but tech companies are actively taking action, some brands will inevitably suffer the consequences, even when they’re not involved.
Facebook is coming down hard due to government pressure, so this ad is actually quite impressive. The social proof and plethora of positive comments are a reflection of how good this ad is, and that even simple ads can still work wonders for your brand. Don’t discount ’em! And when in doubt, test.
Also note that this ad has been running since mid-2018. That means it’s a safe bet the ad is still performing well for the business.