Facebook Advertising - The Images That Work

Keep up with the very latest developments in the digital marketing world

By Herdy Ramanuj
on 23/9/11

The major different between Facebook and Google PPC is the addition on an image. In Facebook Advertising, experts have mentioned that the images make a huge difference to the amount of clicks is the image. There have been various articles about successful images – within this blog post I will cover images that supposedly work, and ones that have also worked for us.

Search Engine Land (SEL) have previously created an article about this, and found the work of Jennifer Sheahan from FBadsLAB who published some Facebook advertising tips:

1. A sense of “urgency” works well with Facebook ads. Audiences will be more compelled to click if they don’t see your ad often and if they think the ad may not see them again. Translation: do not bid to the hilt in Facebook. Lower your impression share so ads appear less often.

2. As with advertising on the Google display network, the goal of a Facebook ad is to distract users from other tasks and entice potential visitors to click on ads. Ads with a purpose or a clever hook work better than ads with no purpose. It’s better to tie your ad to a promotion, discount or a report with compelling information than to simply try to drive traffic to a site.

3. Test many images at once. Experts suggest 7 to 10 images per campaign.

4. Don’t be discouraged by low conversion rates, especially if you’re used to Google AdWords. Average conversion rates in FB are approximately 0.02%. You’re doing well if you see conversions in the 0.4% to 0.5% range.

The previous report stated that Happy Women, Colourful Logos and Headshots work the best. Although women can be almost be attached to any product, is this really the image you want to give your brand? We have experienced that using an image of a product rather than a logo has a better CTR. An example can be seen below:

The advert with the logo got a fewer clicks that the one with the ‘kitchen’. However this may be due to a very simple factor that the logo is relatively unknown or because the logo isn’t colourful. Experts have suggested that a colourful and engaging logo have been more successful in campaigns. If your logo is boring or bland, you could add colour with a border. However definitely avoid blue as it may get lost amongst the current amount of blue on the site. Although SEL stated that product images do not convert as well as straight up colourful logos, we didn’t see this. Whether this is because of the logo/colour/popularity this is unknown.

Headshots are also popular if advertising a specific speaker, and apparently action shots with expressive hands convert the best. Close up pictures also work best, although do not try to cram lots into your images.  What is your experience with the images used for Facebook advertising, let us know?