Fidelity ETF Instagram Ad Breakdown

I came across a Fidelity ad on Instagram promoting one of their ETFs (Exchange Traded Funds). The imagery caught my eye, however, when I looked closer I noticed room for improvement. The copy didn’t effectively market the product and the landing page was unrelated to the ad. Read on for my ad breakdown and how I would update their marketing. 

Copy Analysis

To begin, the copy itself is vague and open to interpretation. ‘Exposure to tech leaders’ doesn’t describe the product, or convey what value it will provide to the consumer. It would have been better to try and grab a reader’s attention with a compelling benefit, targeted to a specific buyer. 

The CTA button also does not match the intent of the ad. ‘Learn More’ is about researching a brand and becoming familiar with it. As I’ll discuss, Fidelity is using this ad to drive product sign-ups. 

Landing Page Analysis

After clicking on the ad the landing page is equally problematic. The Instagram ad mentioned a specific product and I assumed the landing page would lead a user to learn about the ETF and how to place an order. This was not the case. Instead, the landing page contains messaging about opening an account. 

Assuming the goal of the ad was to generate sign-ups, the landing page contains copy points that were not mentioned in the ad that could be used later. In reviewing the page’s copy, these are the benefits that stood out to me as value propositions for a new customer:

• Online purchase
• Commission free
• Thematic and sector ETFs

Continuing down the landing page and clicking through several menus I finally found the ETF I was looking for. This places a lot of burden on the user to find information and is not considered a best practice.

One bright spot is that this section page also contained additional  relevant copy that I’ll keep in mind for my ad re-write:

• Invest in new long-term trends
• Benefit from intra-day trading with the ETF
• Leverage Fidelity’s years of quantitative research

Ad Revision

Now that I have thoroughly reviewed the original ad and landing page here is how I would re-write the ad’s copy. This will assume the ad is designed to drive net new customer acquisition to potential users aged 22+ who have basic financial literacy and are interested in investing outside of their company’s retirement plan:

New Ad Copy

Invest in companies creating the future of entertainment, communications, and commerce with Fidelity’s Metaverse ETF. Featuring a low gross expense ratio and exposure across multiple companies, the Metaverse ETF may help reach your growth investing goals. Take advantage of a long-term trend. Read our prospectus to see if a Metaverse ETF should be part of your portfolio.

Benefits of Fidelity ETFs

• Commission Free Trading 🪙
• Purchase Online 🌐
• Years of Quantitative Research 💻
• Thematic and Active Equity Funds 🚀

To Get Started Open an Account Today!

CTA: Sign Up

Marketing Take Aways

As this post shows it is essential to think through the customer journey when selecting a landing page for your ad. When an ad’s message and landing page are misaligned it can create confusion for your customer and hinder an advertiser’s ability to meet their goals. For further reading on this subject, I recommend Steve Krugman’s “Don’t Make me Think” to learn more about usability in website design.

If you would like help thinking through the customer journey for your next digital marketing campaign feel free to contact me here or by emailing [email protected].