By Ted Parry
2 February 2023 
Are you struggling to improve CTRs on your Facebook Ads? Does it seem like all your investment in ads goes in vain?
If you answered yes, we suggest you evaluate your Facebook ads images. An irrelevant or poor-quality image can instantly turn off your prospects. In contrast, an image that is hand-picked and optimised for the product/service can showcase your brand’s personality. It delivers a message and prompts viewers to click right away!
With millions of people, from laypersons to industry professionals flocking to Facebook, displaying ads on the platform is an incredible opportunity to reach the right audience and draw in some serious revenue. Additionally, 54.9% of Facebook users follow or research brands on this platform, so don’t let prospective customers slip through your fingers.
The practices listed below will help to ensure your Facebook ads are well-optimised:
1. Use FB-Specific Image Size and Quality
When it comes to the size of Facebook ads, bigger isn't always better. But sharp image quality most certainly is. According to industry experts, “If this image is too small, it doesn't get enough attention. The more the image can show, the better of a story it tells, and the more engagement we get.”
A high-quality image must check the following boxes:
- Represent your business clearly.
- Provides a compelling brand narrative.
- Displays a vivid CTA.
If you don’t want to hire a photographer for custom shoots for your brand, you can check out affordable stock image websites to get quality visuals. When utilising stock images, it's important that you edit them according to your brand.
Keep an eye out for the aspect ratio when posting on Facebook, Messenger, and Instagram. While a 1:1 works excellent in your Facebook Feed, you will need something more like 9:16 when it comes to Stories on Insta. If needed, though, Meta Ads Manager provides asset customisation capabilities so that no matter where or how big - your image will always look its best.
2. Portray Happy People
People love to see happy faces. The best-performing Facebook ads incorporate images of joyful people looking directly into the viewer's eyes. Retailers and service-based businesses can use this strategy to their advantage by featuring a smiling customer who has experienced success using their product or service.
Through the power of mirror neurons, our bodies instinctively mimic the emotions we observe in others. When we come across a smiling face, no matter how small it may be, our own mood naturally lifts too. You can scan the best Facebook ad examples for inspiration.
3. Use the Right Colours
Try to stand out on Facebook with a vibrant, colourful ad. With its signature blue and white palette, ads mimicking a similar colour palette can easily get lost in the Facebook News Feed. To ensure your message gets noticed by viewers' weary eyes, use bright colours that are attention-grabbing and inviting. It should also complement the existing layout.
Amazon's event ad is an excellent example. Its warm tones, white space, and directional lines draw viewers in and keep them focused on the advertised product. Getting a second opinion is essential if you want to make sure your banner ad stands out and looks its best.
Hire an experienced banner designer so you can be confident that the subtle details are correct. They might not seem important, but these small touches could have a massive impact on your ads' effectiveness.
4. Display Your Value Proposition
A well-crafted value proposition is incredibly effective in attracting attention and boosting engagement with your ad campaign. Whether you focus on discounts, special offers, or shout about the benefits of using your product, your proposition must have a creative edge.
In fact, companies like Naturebox (ad shown above) effectively use the words “free” and bold colours to make their Facebook ads stand out. Their use of a point-of-view shot ensures that potential customers gain a unique insight into what their products offer.
Wherever possible, use imaginative tactics like these when building your value proposition.
5. Create a Sense of Urgency
Fear of Missing Out (FOMO) is a powerful marketing tool that plays on consumers' emotions by creating the sense that they may miss out if they don't act quickly. By tapping into this anxiety, marketers can entice and motivate customers to take advantage of great offers before it is too late.
Imagine that you are examining your options for buying a new car but can’t commit yet due to financial or other constraints. In this scenario, an enticing Facebook ad offering exclusive discounts at your local dealership could motivate you to jump on board.
Take advantage of your customers' fear of missing out with promotional offers, like discounts and freebies. Encourage them to act by displaying images that create a sense of urgency. Make limited-time deals with excellent incentives so they will be more likely to purchase from you before it is too late!
6. Feature User-Generated Content
Marketers know that UGC-based content captures consumers' attention better than generic posts, and for a good reason. Studies have found that customer reviews and pictures from previous buyers majorly influence purchase decisions, with 76% of shoppers citing them as such.
Further, the presence of testimonials can improve conversions on Facebook by 40%. Leveraging UGC through these channels gives potential customers valuable insight into your brand's authenticity. Not to forget that they help you to stand out amongst competitors.
7. Test Your Ads
Are you looking to get the best bang for your buck on Facebook?
You can't go wrong by knowing which images perform well, but make sure you keep testing. This is vital because one image may be a hit while another could miss.
Some steps you must take when testing the images are:
- Try the side-by-side test: create two ads and run one as a "Control." Keep track of its performance via Facebook Insights over time. Then, see which ad delivered better results.
- After a while, shake things up with your next ad by changing the visuals, title, and text. Plus, don't forget to include a compelling Call-to-Action. Keep customers engaged.
- Watch how each option performs over the same period to see which brings the best results.
If you feel an ad isn’t performing well, try to change its target audience instead of discarding it altogether.
Parting Notes
Don't let your brand get lost in the Facebook ad shuffle!
Utilize the tested techniques for Facebook Ads Images shared today to stand out and make an impact. Put some of these ideas into action and determine which visuals resonate best with your audience. There is no single formula for success when it comes to social ads.
Trial, error, and experimentation will gradually pave your way to success.
