Top Ads on UK government

UK government Background Introduction:

Official Facebook page for the UK government - highlighting government information and support. Formerly the Directgov Facebook page.

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.

UK government has been advertising and marketing on Facebook for many years. And UK government has placed 507 of ads on the Facebook platform in the last month. In the past few years,UK government 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 UK government on BigSpy, we can see that these ads have gained a lot of likes. Now, BigSpy generates a detailed Top ad analysis report for UK government. BigSpy decomposes the data of ads, view the performance of a single ad, and analyzes the Top 3 ads with the best performance from UK government.

BigSpy

1.UK government Top 3 Ads Basic Understanding

   top1  top2  top3
Name  UK government  UK government  UK government
Page Categories  Government Organization  Government Organization  Government Organization
Marketing Objectives Other  Other  Other
ECommerce Softwares  N/A  N/A  N/A

UK government Marketing Objectives Analysis: 

UK government has been operating in Government Organization 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. UK government best marketing campaign objective at present is Other. Advertisements mainly choose the appropriate marketing objectives according to different ad purposes.

2.UK government 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  هل انت قادم الی المملکة المتحدة؟  Do the right thing. UK government 
Ad Copy Text  -  Coronavirus. To stop the spread of the virus, make sure you leave 2 metres between yourself and othe...  When you leave the house remember to stay at least 2 metres away from others at all times.
Link Description  تعرف على ما عليك القيام به.  N/A  When you leave the house remember to stay at least 2 metres away from others at all times.
Website Link  www.gov.uk  www.gov.uk  www.facebook.com
CTA  LEARN_MORE  LEARN_MORE  
Text Word Count 190  103  90
Like 3519  4106  13388

UK government Top 1 Ad Content Analysis:

Ad title: Text is an extension of the creative. UK government Top 1 ads got 3519 likes. UK government uses a sentence with the finishing touch title: “هل انت قادم الی المملکة المتحدة؟”, 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. UK government shared 190 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 LEARN_MORE.

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

3.UK government Top 3 Ads Creative Selection

   top1  top2  top3
Creative Type   Video  Video  Image
Ad Time   2020-06-09-2020-06-19  2020-06-11-2020-06-19  2020-05-07-2020-06-19
Landing Page Link  https://www.gov.uk/uk-border-control?utm_source=facebook&utm_medium=paidsocial&utm_content=vid1-en_vlp_eg&utm_campaign=internationaltravellers&utm_term=internationaltravellers  https://www.gov.uk/coronavirus?utm_campaign=coronavirus_phase3&utm_medium=paid_social&utm_source=facebook_instagram&utm_content=england_15&fbclid=IwAR0Xgmcxf1zYO8QNV9wgqyAcpVtaX1EzDEstIlcKfUkpYHy18mgNXDESvj8   https://www.facebook.com/408582579294175/posts/1712918892193864/

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 UK government are successful.

UK government Creative Analysis: 

UK government placed a Video ad in 2020-06-09-2020-06-19, and got 3519 likes. The size and type of creatives used in different ad positions are different. But using beautiful colors can attract users faster.

4.UK government Top 3 Ads Audience Analysis:

   top1  top2  top3
Country  Egypt,Saudi Arabia  United Kingdom  Romania,United Kingdom
Language  Arabic  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.

UK government has the best conversion in Egypt,Saudi Arabia, and can advertise more in Egypt,Saudi Arabia 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.UK government Top 3 Ads Performance Display

   top1  top2  top3
Ad Time  2020-06-09-2020-06-19  2020-06-11-2020-06-19  2020-05-07-2020-06-19
During  11 days  9 days 44 days 
Like  3519  4106  13388
Share  277  2781  3780
Comment  131  665  2856

Advertising effectiveness is a direct manifestation of advertising. UK government ‘s Top 1 ad received 3519 likes, 277 shares, 131 comments in just 11 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 UK government, helping UK government to grasp the ad data more clearly.