The Best Ads for eBikes

THIS WEEK’S FODDER
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You’re reading Marketing Fodder, a weekly newsletter dedicated to helping you improve your Facebook and Instagram ads.

Today, we’ll be examining the Facebook ads of these companies:

1. Superhuman Bikes

2. Rad Power Bikes

STARTER
Marketing Headlines

• Google announced updates to its Performance Max campaigns, finally providing more advertiser controls (Read more)

• Rebekah May created a helpful playbook for surviving Google Core Updates (Read more)

• Learn how to run a search engine result page analysis to get a sense of how likely you are to rank for a particular keyword (Read more)

MAIN
Electric Bikes

Trends:

According to Google Trends, search interest (over the last 5 years) in the US for electric bicycles overtook search interest for mountain bikes in November 2021, dipping slightly after that, and then came roaring back:

How I Analyze Facebook Ads

A great Facebook ad communicates the benefits of the product or service, not solely the features. Think about it like this: a feature makes the product better but a benefit makes the customer’s life better. So, focusing on how your product or service makes your target customer’s life easier (or better) helps get the conversion.

Alright, let’s see how these companies market their ebikes:

#1: Superhuman Bikes

The Good:

• I’m highlighting this ad from Superhuman Bikes because it provides a great example of how to dispel a point of friction that potential customers have.

• The ads starts off with a quote that reads: “eBikes Are Cheating!?”

  • The ad copy then goes on to address this idea as preposterous and ends with a funny quip: “If having fun and riding more is cheating…then call me Lance Armstrong!”

• By countering the idea of eBikes being a form of “cheating” with humor, this ad is effectively calming that point of friction and making it more likely that the viewer will click on the ad.

• The image looks real, and shows the product in action.

• “More Power. More Speed. More Adventure.” — this is a great way to reenforce the message of the Primary text ad copy.

The Bad:

• There’s no URL in the normal URL spot (below the image). Having one adds some credibility.

The Recommendation:

• I would test having some text on the image itself. Something like a short quote could be helpful.

#2: Rad Power Bikes

The Good:

• This ad from Rad Power Bikes is a great example of speaking to a customer base that has lost interest in a product that is adjacent to one one being promoted in the ad.

  • The ad copy suggests that being proficient at biking is not needed to ride a Rad ebike. Even those who haven’t been on a bike in a while are encouraged to “Feel like a kid again with an award-winning ebike.”

• The quote overlayed on the image helps bolster the message of easy fun by highlighting that the ebike has allowed Patricia to “get back outside.”

• The image itself is a good example of showing the product in an aspirational setting (the outdoors). Having two smiling people in the image is also smart, and helps convey the sense of enjoyment that the quote describes.

The Bad:

• This ad also has no URL. This likely doesn’t affect the performance of the ad in terms of click through rate, but providing an URL helps the customer feel more secure about moving forward with the brand.

The Recommendation:

• I would test including some specific features in a bullet point list in the ad copy. These can be helpful to people who already know they want an ebike but haven’t considered which features are important to them.

Pro Tip

Establish goals for your marketing. Here are a few examples you could focus on:

• Develop brand awareness

• Increase free trial signups

• Gain social media followers

• Grow lead generation

• Improve customer retention and satisfaction

• Communicate product features and benefits