The most important feature of a Facebook ad is the image. If the image isn’t appealing enough, people are not going to notice your ad. After all, people are not on Facebook to browse through the ads. They will not read the ad text unless the image catches their eye. It’s pretty simple – great images grab attention!
The image on the ad also plays a very important role in determining the advertising cost. Similar to other paid advertising platforms, Facebook rewards high performing ads with a low cost-per-click (CPC). As a rule of thumb, the higher the click-through rate (CTR) of an ad, lower is the cost-per-click. One of the most effective ways to increase the CTR is by using attention-grabbing images.
Make sure to choose your ad images wisely. Yes, flashy images are necessary, but don’t select the images blindly. Keep your target audience in mind when shortlisting images and always ask yourself two questions. First, will they be willing to click on the image? Second, will they be able to relate to the image? Put yourself in your target audience’s shoes and never use images that you wouldn’t click on.
So, which images work best in Facebook? Here are four images types that can help improve your ad performance:
1. Company Logos: Logos are great for increasing brand awareness. I would definitely suggest using logos in ads which are trying to get more “likes” or generate some buzz. Logos are also a good starting point -you can kick off the first ad by using the company logo.
2. Product Images: If you have a popular product or your target audience is aware of your product, use it in the ad. People can relate better to ads with product images. Make sure though that the product is clearly seen in the image. Definitely test out ads with product images if you are a B2C business.
3. City Images: Test using city images in your ads. Especially if you are based locally, using these types of images can help people notice your ad. You could use images that highlight prominent attractions in the city. For example, if you are based in New York, try testing out an image of the Statue of Liberty. Or if you are in San Francisco, use an image of the Golden Gate Bridge.
4. People Images: Ads with people tend to do well in Facebook. Use images of people who are looking directly towards the camera. Again, keep in mind your target audience while selecting the image. So, if you are targeting your ad to nurses, use images of people wearing scrubs; if your audience is business professionals, use images of people in suits.