Giving Tuesday is a great way for consumers to give back some of the savings that they got during Black Friday and Cyber Monday sales in order to help those who are less fortunate. Various organizations compete for Giving Tuesday donations, including hospitals.
On Tuesday November 28, I took a look at over a hundred hospital pages on Facebook. The vast majority of them did not have any paid advertisements on Facebook at the time of my search. A few of them had Facebook advertisements, but for this post, only the ones with ads focused on Giving Tuesday were included.
As you go through the sample Facebook ads below, you will notice that many hospitals only had 1 or 2 Facebook ads for Giving Tuesday, whereas some hospitals had a whole slew of them with different images and slightly varying text. Setting up Facebook ads with varying images and text will allow for better recall for those viewers who see multiple ads from the same page, while maintaining a level of newness. Sometimes, the Facebook ad targeting may differ, and the image or text may have been intentional for that specific targeted audience. Doing a Facebook ads review for competitors or viewing Facebook ads on a page from another owner will not give you information about the targeting specifics, nor the budget or timing for that specific ad.
Two hospital Facebook pages with Giving Tuesday ads also changed their cover photo with a message focused on Giving Tuesday. Many of the hospital pages requested donations via a Facebook post, but this article is looking at paid Facebook advertisements rather than organic reach.
Unfortunately, we do not have access to Facebook advertising analytics when viewing a page that belongs to somebody else. Therefore, you can see the hospitals’ Facebook ads and their call-to-action buttons, but you cannot see how many likes, shares or comments that were made on the ad itself. The benefits of including a call-to-action to your ad are that your viewers will be more inclined to take the action that you are hoping for, since you are making your intentions clear to them. Plus, Facebook gives a larger space for the call-to-action button, which makes it easier to see and less cluttered with all the surrounding text and images. You can choose from the following 5 call-to-action buttons on Facebook ads. You will notice in the hospital Facebook ads below, that the most common call-to-action buttons that were used were as follows; “Learn more”, which is handy if you want to direct your viewer to a specific webpage; “Shop now”, which directs the viewer right to your selling page; and “Sign up”. Other potential call-to-action buttons on Facebook consist of “Download” and “Book now”.
You will also notice that out of the sample Facebook ads below, a couple of them are in video format. I suspect we will be seeing more and more video ads on Facebook over the next few years.
Here are the sample hospital Facebook ads. Enjoy and let me know which is your favorite and why.