Top Ads on Washington Post

Washington Post Background Introduction:

Our award-winning journalists have covered Washington and the world since 1877.

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.

Washington Post has been advertising and marketing on Facebook for many years. And Washington Post has placed 1449 of ads on the Facebook platform in the last month. In the past few years,Washington Post 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 Washington Post on BigSpy, we can see that these ads have gained a lot of likes. Now, BigSpy generates a detailed Top ad analysis report for Washington Post. BigSpy decomposes the data of ads, view the performance of a single ad, and analyzes the Top 3 ads with the best performance from Washington Post.

BigSpy

1.Washington Post Top 3 Ads Basic Understanding

   top1  top2  top3
Name  Washington Post  Washington Post  Washington Post
Page Categories  Broadcasting & Media Production Company  Broadcasting & Media Production Company  Broadcasting & Media Production Company
Marketing Objectives Other  Other  Other
ECommerce Softwares  N/A  N/A  N/A

Washington Post Marketing Objectives Analysis: 

Washington Post has been operating in Broadcasting & Media Production Company 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. Washington Post best marketing campaign objective at present is Other. Advertisements mainly choose the appropriate marketing objectives according to different ad purposes.

2.Washington Post 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  ‘I wanted to show the pain that I was feeling’: Why protesters are standing up for George Floyd  ‘Into the Wild’ author torn over removal of iconic bus: ‘I wrote the book that ruined it’ Analysis | Beijing’s new coronavirus outbreak carries an urgent message for the world 
Ad Copy Text  "If we stopped protesting because we’re scared ... they win"  Perhaps the last chapter of “Into the Wild” was written Thursday, when soldiers with Alaska Nati...  One thing is painfully clear: This pandemic is far from over.
Link Description  People from across the country are showing up to protest George Floyd’s death. We talked to protesters about why this movement matters to them.  Perhaps the last chapter of “Into the Wild” was written Thursday, when soldiers with Alaska National Guard secured chains to the bus and airlifted the steel tomb to a “secure  This isn't done yet.
Website Link  www.washingtonpost.com  www.washingtonpost.com  www.washingtonpost.com
CTA      LEARN_MORE
Text Word Count 62  225  61
Like 6549  674  92

Washington Post Top 1 Ad Content Analysis:

Ad title: Text is an extension of the creative. Washington Post Top 1 ads got 6549 likes. Washington Post uses a sentence with the finishing touch title: “‘I wanted to show the pain that I was feeling’: Why protesters are standing up for George Floyd”, 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. Washington Post shared 62 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. Washington Post should continue to optimize the ad content.

3.Washington Post Top 3 Ads Creative Selection

   top1  top2  top3
Creative Type   Image  Image  Image
Ad Time   2020-06-04-2020-06-19  2020-06-19-2020-06-19  2020-06-18-2020-06-19
Landing Page Link  https://www.washingtonpost.com/graphics/2020/national/protesters-george-floyd/?utm_campaign=engagecpa&utm_medium=facebook&utm_source=acquisition&fbclid=IwAR3Fnl8a7rziRy8EtUbn6e9s6i9aOkt3Mkb3tT6fSRR6EVbng3XX7nyAdJA  https://www.washingtonpost.com/national-security/2020/06/19/into-the-wild-bus/   https://www.washingtonpost.com/world/2020/06/18/beijing-coronavirus-outbreak-meaning/?utm_source=acquisition&utm_medium=fb&utm_campaign=INTL_Engagement_Subs+ex-EEA&utm_content=Analysis_Beijing%E2%80%99s+new+coronavirus+outbreak_20200618&fbclid=IwAR0ZTS33IHUJLq0jbiXCw8SgkO-Uo24i_XEZCy_8OFwKi87H5VBlHHgiy3I

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 Washington Post are successful.

Washington Post Creative Analysis: 

Washington Post placed a Image ad in 2020-06-04-2020-06-19, and got 6549 likes. The size and type of creatives used in different ad positions are different. But using beautiful colors can attract users faster.

4.Washington Post Top 3 Ads Audience Analysis:

   top1  top2  top3
Country  United States  United States  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.

Washington Post has the best conversion in United States, and can advertise more in United States 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.Washington Post Top 3 Ads Performance Display

   top1  top2  top3
Ad Time  2020-06-04-2020-06-19  2020-06-19-2020-06-19  2020-06-18-2020-06-19
During  16 days  1 days 2 days 
Like  6549  674  92
Share  998  230  103
Comment  151  65  8

Advertising effectiveness is a direct manifestation of advertising. Washington Post ‘s Top 1 ad received 6549 likes, 998 shares, 151 comments in just 16 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 Washington Post, helping Washington Post to grasp the ad data more clearly.