Best Practices: Facebook Ad Images
Get a good CTR and save big on your CPCs!
When advertising on Facebook – 80% of your ads’ success depends on the attractiveness of your image. Getting the right image is a trick you’d need to learn early on itself for your ads to be successful. Here is why you need to get a good image in place:
A good CTR on Facebook is 0.12%, However, this CTR differs from one industry vertical to another.
Avoid images that have way too many elements in them. This would make it very cluttered and the prospective audience would not want to pay attention to the image.
This image on the other hand has too many things going on. The brand name, the product itself, the discount are all pushed into a tiny space.
Learning: Using a clear image helps you gain 2 times better CTR than using images with too many elements in it.
Images that show a close up of people work better than those where people only appear in a distance. Using images with people showcasing an emotion is better than having images where a person’s emotions don’t come through.
The image clearly shows love and happiness and is ideal to use for instilling an ‘aww’ feeling. A great image for banking, insurance, child protection plans.
Learning: Using an image with a close up allows you to improve CTRs by 2X. Distant images, on the other hand, are known to reduce CTRs 2X.
Use an image that shows a close up of the product and a far shot.
Using a far shot with a close up allows the viewer an insight into what the product looks like from far off and close by. As seen here a woman can tell what detailing the kurti has in its border and on the neck. A great way to evoke interest.
Learning: Using a close up + far shot allows CTRs to improve 3X. This kind of an image is known to work for clothing. Interestingly, this works great for men and women.
Most of the Facebook UI is based in white and blue. Using these two colors in your images would mean that viewers would find the ad almost merging with the Facebook interface itself.
If you do use a white / blue background, make sure you give your image a very distinct border to ensure that it does not just merge in to the UI.
Using some text in your images helps. However, the trick is to know how much. Don’t go overboard.
This image has way too much text for a person to find the image appealing. Also, the text is very small to read and hence this image would not gain good CTRs.
This image on the other hand, has the product as the main subject and some text which adds to the image’s appeal.
Learning: Using text in your images brings in CTRs that are average or slightly above average. However, it helps create a photographic space in your customer’s mind. He will come back to the site and remember the brand name / price, etc.
Mentioning a price point or mentioning that you are offering a sale / deal helps.
However, always keep the product as the most important element. Avoid what you see in the below image.
Learning: Mentioning prices / deals is known to bring in CTRs that are better than average. A point to keep in mind here is using odd numbers in your image helps improve CTRs. Mention prices as Rs. 699 / Rs. 999. This helps CTRs by 2 – 3 times.
Not just logos. Brand names help too!
Mentioning the name of a brand brings in an instant connect. Do this for all brands that are prominent and well known.
Learning: Brand logos are known to boost CTRs by 3X. Brand names boost CTRs as well, but are not as helpful as logos. Logos form an instant connect.
Colors such as red, blue, yellow work very well!
Learning: Colors such as red, blue, green stand out in the offline world. It holds true for Facebook advertising as well.
If you have humans as the main subject in your image it is advised that you do not show them look out towards the left.
If the subject of your image looks towards the left, so does the viewer. This would mean that you lead the viewer away from your ad text.
When the subject of your image looks to the right, so will your viewer. In such a situation the chances of the viewer reading the text are more. Hence using such images work better.
Learning: While CTRs for such an image may be around the average itself, the fact is that a viewer will read your ad description and hence the chances of him/her coming back to the site to view products on display are more.
Opt for images with a landscape orientation as opposed to those that are portrait.
Avoid using a portrait image as it leaves too much space as shown here. This causes the ad to appear like spam.
If you keep all of the above mentioned points in mind you’re sure to have some amazingly high CTRs and very low CPCs!
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