Your ad is your image! Yes, you should write engaging text, edit it, spell check it, test a long vs. short text version, but when all is said and done, your image is the single most compelling element to garner your target audience’s attention and get them to click on your ad.
65% of the population are visual learners and a large percentage of the human brain dedicates itself to visual processing. I am not a graphic designer or an artist nor am I a visual learner but I am a believer in the power of an image. This is true across all social platforms but let’s focus on some practical applications of this in Facebook.
Test Different Images
Facebook makes testing images really easy. You can create an ad and upload up to 6 different images at once to create 6 versions of your ad. There is also an option to run A/B tests now with multiple creatives.
For one client, we had a product image in greens and blues and the same image in what we called “orange flavor”. I personally liked the more muted greens and blues and would have guessed that my audience would as well but the orange flavored image brought in just as many leads with a very similar CPC.
Similarly, we ran a successful lead gen ad with a product in red so I decided to test it in green to see what would happen – The green was a miserable failure.
Test Ad Types
One test that I always make sure to run are Carousel vs. Single Image Ads. Simply because I’ve gotten very different results for different clients. In some cases, carousels way outperform single image ads but in others carousel ads simply don’t perform. I’ve also seen carousels perform well for the first few days that I am running the ad but drop off quickly.
Make Sure You Optimize Your Images For Best Results
- Make sure you are following Facebook’s text rules (this may be flexible in certain cases but overall it is a good rule to follow). Use the image text check tool to check if your ad meets Facebook’s requirements.
- Make sure you follow Facebook’s rules regarding prohibited content.
- Make sure all images are sized properly.
- Use different images for different platforms as necessary (Facebook, Instagram – mobile, desktop)
- Avoid stock images that look like stock images