Top Ads on Sotheby's

Sotheby's Background Introduction:

Welcome to Sotheby's – uniting collectors with world-class works of art since 1744.

Facebook is the overlord of social media, and its monthly active users have exceeded 2 billion. In addition, Facebook’s advertising system is developed, whether it is B2B or B2C advertisers, both can get huge benefits on Facebook.

Sotheby's has been advertising and marketing on Facebook for many years. And Sotheby's has placed 909 of ads on the Facebook platform in the last month. In the past few years,Sotheby's has created thousands of ads on Facebook and completed multiple A / B tests. But do you really know what your most successful Facebook ads are? Now I use a spy tool to check.

BigSpy is the best social media ad spy tool. Searching for Sotheby's on BigSpy, we can see that these ads have gained a lot of likes. Now, BigSpy generates a detailed Top ad analysis report for Sotheby's. BigSpy decomposes the data of ads, view the performance of a single ad, and analyzes the Top 3 ads with the best performance from Sotheby's.

BigSpy

1.Sotheby's Top 3 Ads Basic Understanding

   top1  top2  top3
Name  Sotheby's  Sotheby's  Sotheby's
Page Categories  Product/Service  Auction House  Auction House
Marketing Objectives Other  Other  Other
ECommerce Softwares  N/A  N/A  N/A

Sotheby's Marketing Objectives Analysis: 

Sotheby's has been operating in Product/Service for many years. The marketing objectives it uses most when placing Facebook ads are Other, Other, and Other.

Different campaign objectives bring completely different conversion effects. For example, Page Post Engagement can bring more users who like posts at a lower cost. Website Conversion brings accurate customers with conversions, but the ad costs are relatively high. Sotheby's best marketing campaign objective at present is Other. Advertisements mainly choose the appropriate marketing objectives according to different ad purposes.

2.Sotheby's Top 3 Ads Content Display

We all know that Facebook ’s advertising policy is strict, and every ad that goes online needs to be reviewed. What kind of advertising copy is in compliance? What kind of advertising copy is welcomed by users?

  top1 top2 top3
Ad Headline  Portugal Sotheby's International Realty  Sotheby's The Hundred Antiques: Fine and Decorative Asian Art 
Ad Copy Text  O empreendimento Rodrigo da Fonseca Prime Residences, consiste em residências citadinas sofistica...  Sotheby’s Paris next Day sale dedicated to Post-War and Contemporary Art set to take place on 24 J...  Browse and bid on over 290 lots of Chinese, Japanese, Indian, Himalayan and Southeast Asian works of...
Link Description  N/A  N/A  N/A
Website Link  www.facebook.com  www.sothebys.com  www.sothebys.com
CTA    LEARN_MORE  LEARN_MORE
Text Word Count 417  201  205
Like 13  185  6

Sotheby's Top 1 Ad Content Analysis:

Ad title: Text is an extension of the creative. Sotheby's Top 1 ads got 13 likes. Sotheby's uses a sentence with the finishing touch title: “Portugal Sotheby's International Realty”, point out the main purpose, and sublimate the theme of the advertisement. The power of a sentence is endless.

The text is a supplement to the headline. Sotheby's shared 417 words describing Top 1 ad. In addition, the use of emojis in the text can shorten the distance to the user.

Call-to-Action can promote user’s click behavior and bring the most direct conversion. Currently, the CTA of Top 1 ad is .

The main role of the creative is to attract users, and the ad copy is the key factor for conversion. Sotheby's should continue to optimize the ad content.

3.Sotheby's Top 3 Ads Creative Selection

   top1  top2  top3
Creative Type   Carousel  Carousel  Carousel
Ad Time   2020-06-19-2020-06-19  2020-06-15-2020-06-19  2020-06-18-2020-06-18
Landing Page Link  https://www.facebook.com/portugalsothebysinternationalrealty/?refid=28&_ft_=adid.23845015943840249:qid.6839975320207329585:mf_story_key.-3343678674918076126:is_sponsored.1:ei.AI@AQJmSUFD7VGflWnMg-_gayLQDOsDdudPPiTgKahSrgLTHa5b_xSI1QrUc9UsMO-5QNdGl0ObeULdTI9ACUkXkbs0:top_level_post_id.10158209838312906:content_owner_id_new.206651312905:page_id.206651312905:src.22:story_location.5:story_attachment_style.multi_share_no_end_card:view_time.1592555855:filter.h_nor:tds_flgs.3:actrs.206651312905:page_insights.%7B%22206651312905%22:%7B%22page_id%22:206651312905,%22page_id_type%22:%22page%22,%22actor_id%22:206651312905,%22dm%22:%7B%22isShare%22:0,%22originalPostOwnerID%22:0%7D,%22psn%22:%22EntStatusCreationStory%22,%22post_context%22:%7B%22object_fbtype%22:266,%22publish_time%22:1591354045,%22story_name%22:%22EntStatusCreationStory%22,%22story_fbid%22:%5B10158209838312906%5D%7D,%22role%22:1,%22sl%22:5,%22targets%22:%5B%7B%22actor_id%22:206651312905,%22page_id%22:206651312905,%22post_id%22:10158209838312906,%22role%22:1,%22share_id%22:0%7D%5D%7D%7D&__tn__=C-R  https://www.sothebys.com/en/buy/auction/2020/art-contemporain-day-sale?locale=en&cmp=banner_PF0025___facebook_ctp_day_15-jun-2020&fbclid=IwAR3iwB_H_j5bDICI7wB7qgmsf-K_FPgC6g4hTKSfWvChFLx81G9W7uB9Adc   https://www.sothebys.com/en/buy/auction/2020/the-hundred-antiques-fine-and-decorative-asian-art?cmp=banner_aws2020_n10339__facebook_the-hundred-antiques-fine-and-decorative-asian-art_18-june-2020

The principle of less is more appropriate for the selection of creatives. In just a few seconds to attract users’ attention, and let users understand the function of your product, these ads produced by Sotheby's are successful.

Sotheby's Creative Analysis: 

Sotheby's placed a Carousel ad in 2020-06-19-2020-06-19, and got 13 likes. The size and type of creatives used in different ad positions are different. But using beautiful colors can attract users faster.

4.Sotheby's Top 3 Ads Audience Analysis:

   top1  top2  top3
Country  Turkey  Iceland  N/A
Language  English  English  English

Different audiences have different demands. Before publishing an ad, you have to ask yourself, do you really know who is your target audience?

Today’s advertising is increasingly pursuing personalization. If you can’t make exquisite advertisements, you must know your audience and attract the most accurate traffic.

Sotheby's has the best conversion in Turkey, and can advertise more in Turkey in the future.

In addition, BigSpy can also target the detailed audience of advertisements, including the age distribution, gender ratio, and country of the audience. You can also use BigSpy to track competitors’ audiences.

5.Sotheby's Top 3 Ads Performance Display

   top1  top2  top3
Ad Time  2020-06-19-2020-06-19  2020-06-15-2020-06-19  2020-06-18-2020-06-18
During  1 days  5 days 1 days 
Like  13  185  6
Share  0  14  0
Comment  0  2  0

Advertising effectiveness is a direct manifestation of advertising. Sotheby's ‘s Top 1 ad received 13 likes, 0 shares, 0 comments in just 1 days.

Summary: Every detail of the advertisement is important. Actually, several important factors that affect the effectiveness of ads are ad creativity, ad copy, ad audience, and ad costs. Now BigSpy generates a top ads report for Sotheby's, helping Sotheby's to grasp the ad data more clearly.