If you're unfamiliar with Thumbtack, they've grown into a very big marketplace for services, with over 1,000 different services offered & 200,000+ professionals...View More signed up. The success of a marketplace is always largely determined by the appeal & quality of their offerings & Thumbtack is constantly advertising to find more qualified professionals. The Facebook campaign showcased below demonstrates their marketing efforts to get a variety of different professionals. Instead of putting out general ads for all professions, each of their ads targets one specific profession and use a headline strategy that is simply asking "are you this type of professional?" accompanied by copy which mentions the opportunity of getting more clients. Each of the ads below follows the same exact template with just the photo & specific profession's info swapped in.
Facebook Ad Campaign from Thumbtack Swiped in December 2015
Because Thumbtack is a marketplace for a wide variety of services, having great professionals for each type of service is crucial to their success. Instead of putting out a general ad for every type of professional, they focus on one profession per ad so the messaging is targeted & they can increase their chances of getting that specific kind of professional.
Each of the ads has the same formula, but with the images & profession-specific text swapped out.
The formula is: they state that they need more of "this type of" professional to work with clients. Then, they say to "Register Now for free to get new client work. Then they put a related photo followed by the headline formula "Are You A [Specific Type of Professional]?" & finish with "Sign up for free" text underneath.
The headline is simply calling out the audience. They are no benefits or details implied. Because they're targeting a very specific type of person, they're betting that calling them out is enough to get their attention & then, in the description they discuss the main draw of getting new clients.
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
Visit the archives of this swipe's source URL or view past screenshots of thumbtack.com below.