In today’s post, we’ll examine some of the best holiday Facebook ads that are currently live. We’ll look at the factors that make them particularly effective as well as the various ways you can improve your own ad content. You’ll click away from this post equipped with several ideas you can apply to your own campaigns, even if you’re just figuring out how to advertise on Facebook.

1. J. Crew

Retailers who know their customers also know the frustration of shopping for others. J. Crew’s ad has preempted what will undoubtedly be another hair-pulling shopping season by providing a gift guide with “crew-approved picks for everyone…” And they’re not just saying that in the copy.

If you take a closer look at the ad’s image, you’ll find that J. Crew provided an image that 100% reflects the ad copy. Whether the viewer is shopping for a girlfriend, nephew, or grandpa, there is something to be found in the image.

And don’t forget the cheeky bonus “(that includes y-o-u!).” J. Crew knows self-gifters can’t help treating themselves during this time of year, and invites them to openly embrace it.

Takeaways from this ad:

• Your ad image should complement your copy.
• Use high-quality images with eye-catching colors.
• You don’t always have to directly sell a product. Try being helpful!

2. Michael Kors

This Michael Kors ad really hits the mark. Similar to J. Crew, Michael Kors is taking on a helpful approach during a hectic season. The copy above the image immediately explains the action it’s trying to compel the viewer to take while the image itself shows off two of the brand’s newest products.

The copy above the image may seem minimal, but the ad very cleverly uses chat bubbles that most people are already familiar with to hint at what’s to come (a helpful assistant).

The only component of this ad that could use a minor improvement is the CTA button. While most of the ad alludes to a helpful conversation, the CTA actually says “Show Now.” This shouldn’t deter most people viewers, but the intentions can seem misleading.

Takeaways from this ad:

• Make customer pain points central to your messaging.
• Ensure your copy and CTA are aligned.

3. Shutterfly

The word “free” is always eye-catching and Shutterfly knows that. The ad features “free” in all caps a total of three times, increasing the likelihood the viewer catches the word at least once as they scroll. To prevent any skepticism, Shutterfly also provides a simple instruction on how to claim the offer, “Use code METALORNAMENT…”

The ad image also helps the viewer visualize the final product by providing a sample.

Takeaways from this ad:

• Help customers visualize how they will use your product.
• Feature your promotion prominently in the copy and image.
• If your offer requires additional steps, say so.

4. Walmart

While finding the perfect gift is the season’s top concern, a close contender is finding the perfect gift in the perfect price range. Walmart takes the trouble out of both concerns by curating gifts according to price.

Featuring a low price like “$25” as a standalone image will get viewer attention. However, using that single image may repel shoppers who are looking for higher priced items for someone super special. Walmart mitigates this risk by curating gifts for each price range and creating a carousel ad that also features higher priced guides. This will help viewers shop for a broad range of groups, from coworkers to best friends.

Takeaways from this ad:

• Be careful that your ads don’t turn anyone away.
• Price is a big consideration for early shoppers.

5. Gap

From photo ops to family dinners to community events, the holidays undeniably bring friends and families together. In this ad, Gap wants to help your family look great this holiday. Although they only list a single activity (photos), the image is enough to convey how great your kids can look in Gap apparel.

Takeaway from this ad:

• Use smiling faces if you include models.
• The models should ideally be wearing your apparel.

6. L’Occitane en Provence

L’Occitane en Provence gets right to the point and addresses the self-gifting shopper. By enticing the shopper into wanting a gift for herself, she will also have to make a minimum purchase for someone else. Talk about killing two birds with one stone.

Like the Shutterfly ad, this one uses the word “free” more than once. It also prominently features everything the shopper will get in this offer while the copy tells the viewer more about the offer, “8-piece delicious Almond & best selling anti-aging gift.”

Takeaways from this ad:

• Use the image to show your viewer exactly what they’re getting.
• Your copy should be descriptive.
• If your offer has fine print, include an asterisk.

7. Microsoft Store

Amidst a sea of black and neon Black Friday ads, Microsoft’s seemingly unassuming ad has the opportunity to stand out. Its visual also suggests a Christmas theme while most competitors offering tech deals are still in Black Friday mode.

Microsoft has taken advantage of the carousel ad format in this instance to include products related to the Xbox One console (games!).

Takeaways from this ad:

• Be aware of your competitors and their ads so you can differentiate yourself
• You don’t have to cram multiple products into a single image. Try out different ad types to feature related products.

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