Copywriting Breakdown of INE’s “Cloud Pass”​ Facebook Ad

Copywriting Breakdown of INE's "Cloud Pass"​ Facebook Ad


Last week I looked at an ad from the 1950s. Today I return to the present and look at a Facebook ad that appeared atop my search in Facebook for "online IT courses." It comes from the company INE.

Here is the ad:

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The "Be Cool" Benefit Headline

The headline in the image smartly appeals to the universal need to be cool among your peer by promising to make you the expert on your team. They then state their unique selling point of being "The Industry's Best Cloud Training." But is it an accurate statement? I gather it at least creates enough curiosity in someone looking for cloud training to click the ad and see if they can prove it.

"The Power of the Number 9" Price

They then show the cost but advertise it as a benefit since it is "as low as $49/month." They use the psychological pricing of "The Power of the Number 9" at the end of the price. Ending in 9 gives the impression that there is high value, but it comes with cost savings. It seems like something in the 40s and not the 50s.

Facebook Ad Images No Longer Have Text Restrictions

The amount of text in the image nearly violates the old Facebook ad rule of 20% or less of the image having words. But Facebook quietly removed this restriction about a month ago. They used to have a text overlay tool to test your ad image to make sure it complied.

The tool is gone and replaced with a note that there is no restriction anymore. It used to be at https://www.facebook.com/ads/tools/text_overlay, but that link takes you to a page with this: Note: There is no longer a limit on the amount of text that can exist in your ad image. The text overlay tool is no longer available.

Copywriting More Important Than Ever In Facebook Ads With No Text Restrictions

This further increases the importance of copywriting in Facebook ads. You can now fill your image up with words that get prospects to click. It will be interesting to see how Facebook ads change as advertisers realize this change.

Brand "Cloud Pass" More Strongly in the Image

The image seems serviceable if not eyecatching. I would recommend branding the "Cloud Pass" logo in the bottom right by adding text to it. If that logo is well-known in their target market they could go with only the logo. I would also include some explanatory text after the $49/month line along these lines: "with Cloud Pass."

Ad Headline Pros and Cons

The ad headline (above the image) starts with a clever twist on a familiar question with "Is your head in the Cloud?" With cloud computing so critical today, many IT pros deal with digital clouds so much it is in their heads all the time, perhaps even their dreams and nightmares! This first sentence might not grab a prospect's attention and get them to keep reading and get them to click the "Learn More" button, though. This headline could have also mentioned the product's name as being "Cloud Pass."

The Headline's Benefit is "a career in Microsoft Azure," but why is that a benefit?

The next sentence gets to the benefit: a career in Microsoft Azure. It also describes the product's features. But how would a career in Microsoft Azure be a benefit? I would add a reason why this type of career is fantastic.

Change the Call-To-Action from "Learn More"

The section below the image lists the webpage you'll go to and reinforces the training features. It also mentions training for AWS and Google Cloud. Here is another opportunity to say, "Cloud Pass." The call-to-action button is "Learn More," which seems like the best choice among Facebook's default options. But the word "learn" often carries a negative connotation. It evokes the drudgery of school, homework, and anxiety-inducing tests. I would use one of these instead: "Explore More" or "Discover More."

The Ad Has Been Running Since Sep. 23, 2020, That Is a Good Sign

One final note, the ad has been running since September 23rd, 2020. That is nearly two months, which is quite good in the world of Facebook Ads. It must be converting. You can find this and other information from the Facebook Ads Library (search that term to find it). But I would recommend trying my tweaks as a variation to test against this ad. INE could also come up with 2-4 more variations of the above-the-image headline. At least one of those could provide even better success.