The Best Facebook Ads for Vacuums

THIS WEEK’S FODDER
☀️ Good Morning

You’re reading Marketing Fodder, a newsletter dedicated to helping you improve your Facebook and Instagram ads. Here’s what we’re serving up today:

1. Miele

2. Hoover

3. BISSELL

4. Tineco

What do these companies have in common? They all sell carpet cleaners or vacuums. We’ll examine how these companies market their vacuums to an audience that cares about having a clean house.

STARTER
Quick Bites:

• BIG LEAK: An anonymous source leaked thousands of documents related to how Google’s algorithm ranks content; the information confirms what many SEOs have suspected for years (Read the full story)

• Google AI Overviews is getting roasted for providing wrong, and potentially dangerous answers (Read more)

• TikTok introduces AI tool to help marketers write scripts, create videos, and improve creative (Read more)

• Understanding how attribution in GA4 works (Read more)

MAIN
Keeping it clean

What’s so interesting about the vacuum market?

According to Fortune Business Insights, the global market for vacuum cleaners was valued at 41.59 billion (USD) in 2022 and is projected to grow to 74.98 billion (USD) by 2030. That’s a projected compound annual growth rate of 7.8%.

The market share by product type looks like this:

How I Analyze Facebook Ads

A great Facebook ad communicates the benefits of the product or service, not solely the features. Features are cool, but customers really care about what those features do for them (the benefit). So, ideally, a Facebook ad communicates how the features of a product or service create a result or transformation for the customer (the benefit).

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

#1: Miele

The Good:

• What this ad does well is set the scene: a clean house with a pet and vacuum nearby.

• The Primary text uses a play-on-words to add humor to the ad:

  “…make cleaning up after your pet a walk in the park.”

• The image does a great job of showing what a pet owner’s life is like after using the product: relaxing on the couch, with the dog lying calmly on the rug.

• Having the vacuum as the closest object to the lens helps convey it’s importance to the viewer.

• The phrase, “Make pet hair a problem of the past,” is perfect in the description section, helping convince potential buyers to click on the call-to-action.

The Bad:

• The call-to-action is “Learn more.” We’ve seen this in others ads, and it’s not necessarily a “bad” thing, but I would use “Shop Now” instead, unless testing showed that users who clicked on “Learn more” were more likely to complete a purchase.

The Recommendation:

• Test a bullet point list of product features under the Primary text.

• Test “Shop Now” as a call-to-action.

#2: Hoover

The Good:

• This ad does a great job of standing out by using a large font, white lettering, and a red background to highlight the main message of the ad.

• “Bring your carpets back to life” is a great way to introduce the benefit of the product.

The Bad:

• The image is interesting, but doesn’t show the product being used by a human being. This ad would likely be more effective if it showed a person pushing and pulling the carpet cleaner (as easily as a vacuum).

The Recommendation:

• A customer quote or review is worth testing for a product like this. People want to know that it actually works, and that’s best communicated by a user.

• Test different images. Having one carpet cleaner instead of two in the image may help prevent the potential customer from feeling indecision, and then moving on.

#3: BISSELL

The Good:

• The image expertly demonstrates the benefit of this product: removing sticky messes.

• Both the text and the image work together to help the potential buyer visualize how this product solves a specific problem.

The Bad:

• This Primary text isn’t providing additional reasons to buy. Because the image does the main job of describing the benefit of this product, using a quote or review in the Primary text, or describing the ease-of-use would be a better use of this space.

The Recommendation:

• Test a more robust version of the Primary text with a review or list of bullet points describing key features and benefits.

• The phrase, “Every Purchase Saves Pets,” needs more explanation, are they donating profits to shelters? The potential buyer is curious but may not click without more information.

#4: Tineco

The Good:

• What this ad does well is choose one aspect of the product that makes it stand apart from competitors.

• The feature of being able to “lay flat” becomes the benefit of not being limited to where you can clean. Being able to describe how a new feature unlocks a new benefit for the customer is a great way to win them over.

The Bad:

• The image does a great job of showing why the 180 degree lay flat floor cleaner is better, but the name of the company, “tineco",” and the name of the product, “Floor One Stretch S6,” are aligned above the wrong vacuum. Most views may not be confused by this, but it takes away from the impact of the ad because it feels like the brand and product is being associated with the subpar, traditional vacuum.

The Recommendation:

• Align the name of the company and the product name above the image of the lay-flat vacuum.

• Replace “new arrival & ready to ship” with a more compelling reason to buy this product. Or, make the customer aware of a limited time discount or free shipping offer.

Meme of the Week: