Facebook ads have managed to rule the advertising and marketing world since its inception. Today, Facebook advertising has become the most popular advertising method, and most companies switch to the social media platform to advertise or promote their products/services instead of choosing the conventional option of TV/Radio advertising.
Before knowing the tips and tricks to create FB ad images for a better conversion rate, let’s first understand how the Facebook ad algorithm works.
The Facebook Ad Algorithm
The algorithm is like a black box that very few people will understand, but once you get a hold of it, you can even convert cold audiences into purchasers or even long-term consumers of your products/services.
Facebook as a social media intermediary, uses an ads algorithm to show the best ads to the relevant section of the audience, thereby increasing the chances of the user ultimately buying the product/service or at least click on the ad to know about it.
Whenever a business decides to run a Facebook ad, from choosing the objective, selecting an audience, setting a budget, to the ad description, the company has everything in its control. Though businesses have control over FB ads, the end-user will see the ad only if it gets the approval of the Facebook algorithm.
The moment a business decides to do Facebook advertising, they are entering into a process of bidding. Many people assume that advertisers with the highest bidders get the opportunity to reach the relevant audience, but that’s not exactly the case.
The Facebook algorithm decides on the ads total value, determined by three factors – estimated action rates, user value and the bid amount.
Estimated action rates:
The Facebook algorithm uses this particular step to determine the impact of a certain advertisement. How likely will the ad keep the user engaged or even persuade them to click on the ad? Facebook uses numerous signals from users, the ad and its content to determine the estimated action rate for a particular ad.
After all, Facebook is a business too, and the more the users return to their platform, the more the advertising revenue. While determining user value, Facebook actually tracks a user’s actions after clicking on a certain ad. Facebook takes the help of metrics such as time on page, conversion rate, back-clicks, immediate exits etc, to determine user value.
Cash, of course, has an impact but not as much as you thought! The bid amount means how much a business is willing to pay the social media giant to advertise its products/services on Facebook. You can hire a social media marketing company to do it or perform the task yourself. While Facebook has many bidding strategies, the best and the safest option is to choose the lowest cost bidding option and let Facebook’s AI do the hard work.
Every company that advertises their products/services on Facebook would want their ads high on the news feed, and they eventually are competing with each other for the same spot.
To become a Facebook Ads Specialist, let’s look at the tips and tricks of creating Facebook ad images to win over FB’s ad algorithm.
Since millions of business are racing to reach the same spot, it’s essential to learn about how to take your ad images from average to outstanding.
While scrolling through the news feed, our attention is generally grabbed by creative and attractive images, and that’s precisely the reason why Facebook gives preference to visual content over written content. Chances of any ad with bright, complementary colours and proper arrangement grabbing the user’s attention are very high compared to an ad with bland visuals and too much text.
Here are expert tips for creating Facebook ad images to get more clicks.
If you want to become a Facebook Ads Specialist, these tips are going to help you!
Show The Product Usage
Your ad should always look like it belongs to the user’s news feed. People scroll through Facebook with the content changing every second, so make sure that your ad can communicate what you’re offering. Rather than showing the product, display the product usage.
Customise Facebook Ad Images
The one-size-fits-all concept doesn’t work for a platform like Facebook, which has millions of users with different taste and interest. If you want to target a specific audience, you must customise your FB ad images and create perfect imagery that suits your target audience.
Avoid Excessive Text On The FB Ad Image
While it is better to add a small amount of text, make sure that the text overlay is less than 20%. The excessive text might distract the user’s attention, and the chances are that they might not even understand what your ad is trying to convey.
The Ad Copy Should Complement The Image
You’d be surprised to know that many Facebook ad images have nothing to do with their copy, and both are totally inconsistent with each other. There should be a clear connection between the ad copy and the images.
Include Social Proofs
Reviews, recommendations, tweets and comments always work and including these in your ad imagery provides a sense of trust and authenticity to the audience. A real-life testimonial never fails!
Place Only One Call To Action Option
Sometimes, you might put 5 phone numbers and 3 emails for a call to action; that’s where you have lost the user’s attention. He/she might be so confused that they won’t even try a single option. Always select the appropriate CTA while constructing your ads.
Immediately Market Your Message
The image should be so explanatory that there should be zero time between catching the user’s attention and understanding what your ad is trying to convey.
Using Complementary Colours and Understanding The Colour Psychology
Colour speaks to people, and that is the psychology you need to understand before choosing what colours you would like to put in your ad images. Every colour stimulates specific feelings. This step might take time, but once you ace it, there’s no looking back for you.
There are other tricks such as using location-specific graphics, getting the image size right, designing for mobile, and using infographics (less info, more graphics)