Having great sales copy is unbelievably important, but the first step to drawing in your customer is through the visual, the image on the ad itself. Having a stunning (or at least interesting), eye-catching Facebook ad is the first step towards getting them to convert into fans, leads and even sales.
Creating attractive ads is how you actually catch your customer, and without a visual appeal, your ad won’t get the time of day, no matter how great your copy, offer, or product is. It won’t matter if no one even glances at your ad.
Facebook Ads gives you the benefit of letting you display images with your ads (even as the main aspect of your ad). In order to see the biggest ROIs, you need to take advantage of this.
It can be simple to create eye-catching Facebook ads, and the rewards can be big. You just have to know how. Keep reading to discover our 6 ways to make sure your ads are visually appealing enough to convert viewers into followers and sales.
1. Stay Focused
Choose an image that is directly related to your product, your business, and what you are actually advertising. This is one of Facebook’s recommended guidelines for creating great ads, and with good reason. If you choose an image that can draw attention but has nothing to do with your offer or your business, you might get clicks, but with no results like sales, leads, or conversions. You’ve wasted money on campaigns, and you’ve wasted potential clicks.
Does a picture of a beautiful woman in skimpy clothing seem to be a great way to draw attention? Maybe. But it’s probably not unless you’re actually selling a product similar or related to what she’s wearing, though a lot of marketers sometimes fall into that trap.
This isn’t to say that you can only feature pictures of your actual product, because you can go beyond that. You can find an image that will attract your target audience, or represent your brand well. You can find an image that somehow relates to your product without it actually showing your product.
In the image below, for example, a woman has gone face-first into her breakfast, and the sponsored ad promises to reveal tips to wake up easier for all of us non-morning people. It is a sponsored post, and the image is relevant and can catch your attention.
It has been noted that the highest converting ads on Facebook are images of happy women, particularly of happy women looking right at the camera. Headshots are also highly effective.
While this is a good tip to catch users’ attention as well as avoiding a potential bait and switch, it can also keep your ad from getting rejected.
2. Think Big Picture
When people are coming to be shown your ad, they aren’t going to see your ad on a “wait five seconds and view this ad while we take you to your article” type of landing page.
Users aren’t going to only see your ad on a page.
They are going to see your ad mixed in with a lot of other content that they are likely interested in. Whether you choose to have your ad appear in the sidebar or in users’ newsfeeds, it’s important to consider what will stand out against everything else. Imagining your ad mixed in with everything else is a good test to decide whether or not it has the wow factor needed to draw the eye of distracted users.
3. Use Bright Colors
This may sound obvious, but using bright and visually appealing images will draw a user’s eye over to your ad instead of in the million other directions it can go on semi-chaotic sites like Facebook.
Skipping blue and white (the colors of Facebook’s entire layout and set up) can help avoid blending in to the literal background of the site. Bright contrasting colors will stand out a lot more, both against the site and other content (including your competition of the other ads). Neons and extremes on the color palette aren’t necessary, but pops of color—even in the text on your image—will help your ad to stand out.
Using contrasting colors in your ad can also be good. Featuring a brightly colored image against a contrasting background can be helpful, even if it is a dark color against a light background, as seen below. The white background gives enough room for the black shoe to stand out, making it easier to focus in on in even with all the distractions on a Facebook page.
Colorful logos also convert frequently with good results. Which leads us into our next helpful tip…
4. Logos Work
As mentioned above, colorful logos are high converters.
It might take a little longer if users are unfamiliar with your brand, but overtime they will become familiar with your brand and trust it more. If users are seeing your brand name consistently and often, they’ll come around and be more interested.
Making use of logos increases brand recognition, which is a big part of marketing. If it’s relevant to you, consider using your bright logo to attract attention and build brand recognition.
5. Advertise Value
Phrases like “free” and “50% off” catch my eye, and I’m far from being the only one. Having those words tacked onto your brightly colored image has the potential to catch the eye and convert like almost no other.
While adding sales and deals in the text appearing alongside your ad is good reinforcement, sometimes placing the text on the actual ad itself can be what makes it an eye-catching ad in the first place.
6. Go For a Feeling
If you can make someone laugh, you’ve got their attention. If you can make them happy, or excited, or feel all warm and fuzzy inside, you have their attention. And if you have their attention, you’ve got a much better chance at getting their business.
Images that provoke happy feelings or provide connotations of comfort or joy can be enough to earn you a click. Keeping it as relevant as possible to your product, offer, brand, or company is the key.
There is a reason that smiling women, as well as images of children and pets, have huge potential to be high converting images. It is easy to connect with them and evoke some sort of emotion.
7. Split Test
As important as it is to split test your copy for ads, it’s just as important to split test your actual images. You can use power editor to create two similar ads with two different images.
I’ve seen companies like blue nile feature a white gold engagement ring and a yellow gold engagement ring separately, but with the same copy. I’ve seen From You Flowers do the same thing, featuring different bouquets with the text exactly the same. They’re finding out which images appeal to more people. It’s smart, and if your ad continues to appear in people’s newsfeeds, having a second image might be what gets them to click.
Split testing helps make sure that you’ve chosen the best image for your ad possible, so you can continue to improve your ROIs in the future as you create more ads. Sometimes it can be surprising what converts the best, and you can take that and increase good results.
Testing is an important part of every single campaign. It’s how you know you’re on the right track, and how you get ideas for improvement in the future. Split testing can not only show you which ads are most appealing to customers, but potentially even help you see which products your audience is most responsive to.