Photo Ads | Facebook Advertising
What is a Photo Ad?
Photo ads are a great way to create a simple, efficient advertisement for various message objectives. From raising awareness to driving traffic to a website, the use of a single image and engaging copy, allow the viewer to visualize the message.
Keys to a Successful Photo Ad
Subject Matter
Showcase how your product and/or service is a benefit to the consumer. Facebook is a social media site first and foremost, and people don’t inherently come to the platform to be advertised to, but rather see what updates friends and family have. The images will have weight if they show what impact the product has on the consumer.
Single Focal Point
Crisp, clean imagery is a must-have for all photo ads, after all, it is the core foundation supporting the message. A single focal point should always be utilized in these types of ads. The viewer should be able to identify the message as visually stimulating in as little time as possible. Cluttering the space with text and focal points is a surefire way to appear cluttered and disorganized.
Copy Guidelines
Less is more, including text. A common pitfall that most social media marketers find themselves in is the idea that not only do they need an engaging image to stop the customer from scrolling past, but that they need to convey as much information as physically possible. Unfortunately, this is usually not the most effective design for a Facebook ad. A/B testing is always suggested, but research shows that a captivating image with simple text and a clear call to action is known to drive higher conversions. The image should do the talking and the text, while engaging, should be simple, conveying the targeted message objectives.
Consistency
Visual consistency is key to successful advertising campaigns. When running multiple advertisements it is important to keep a unified theme so that the viewer can subconsciously discern who the ad belongs to and what the message is.
A/B Testing
Experimentation is the key to success. Test different sizes and images to determine what is the optimal fit for your audience. Remember, you can always preview an ad before releasing it out into the wild.
