5 Ways to Use Facebook Ad Images to Increase Click-Through Rates

A common mistake many people make when running Facebook ads is not understanding Facebook’s advertising image guidelines. Do you know the optimal Facebook ad image size, how to design compliant ad images, and how to optimize them effectively?

In the book “The Ultimate Guide to Facebook Advertising,” Facebook advertising and online marketing experts Perry Marshall, Keith Krance, and Thomas Meloche explain strategies for paid Facebook advertising and how you can achieve more clicks, customers, and profits. In this article, Krance and Meloche offer advice on how to use Facebook ad images to capture user attention.

In Facebook advertising, images are often more important than text. Approximately 80% of the effectiveness of Facebook ads is determined by the images and headlines you attach, with 70% of the effectiveness coming solely from the image.

When considering your Facebook ad images, ask yourself: “How can I entice users to click on my ad out of curiosity, and how should I plan for them after they click?”

1. How to Optimize Facebook Ad Images

There are numerous reasons why your ad may not be appealing or even approved. Common Facebook ad image errors are often overlooked, leading to ads not running or experiencing significantly reduced interaction rates. Facebook’s ad image guidelines include:

• Text should not occupy more than 20% of the image.
• Images should not feature close-ups of skin or be overly revealing.
• Images should not be misleading or illustrate non-existent features.
• Images should not contain copyrighted brand logos or use Facebook’s branding.
• Images should be appropriate for the target audience.

How can you avoid these errors and optimize your Facebook ad images? Consider the following methods:

1.1. Facebook Ad Image Size

The ad space for Facebook Ads is uniform and quite limited, requiring careful planning of the information presented. Despite these constraints, many fail to utilize the space effectively, leaving significant areas blank. Incorrect Facebook ad image sizes are a common mistake, making it challenging to impress viewers with such images.

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You should consider using larger Facebook ad image sizes or employ specialized editing software to enlarge the image. If using a different image or enlarging causes distortion, you can add a bold border around the image. Ensure this border complements the overall composition and features eye-catching colors.

1.2. Text in Facebook Ad Images

A standard Facebook Ad comprises four components: Image, ad headline, website name, and a brief description, with the image being the focal point and occupying the most space. A common mistake is treating the image like a flyer, attempting to cram in as much information as possible.

Although the image occupies a significant portion of the Facebook Ad, its size isn’t very large. Overloading it with text can make it cluttered and hard to read due to small font sizes. Apart from prominent information like calls to action, promotional figures, or hotlines, avoid adding extra details. Keep your Facebook ad image simple and clear. Always check your Facebook ad image thoroughly before posting to ensure it complies with the 20% text rule.

1.3. Colors in Facebook Ad Image Design

This mistake is common among first-time ad designers, especially for Facebook ads. Since Facebook primarily uses blue and white, designing your ad with these colors won’t make it stand out. Additionally, using overly pale colors can cause your ad to blend into Facebook’s background.

According to advice from many Facebook Ads experts, it’s best to choose contrasting colors to make your ad stand out on users’ newsfeeds.

1.4. Layout in Facebook Ad Image Sizes

Another mistake that makes Facebook Ads visually overwhelming is having too many details in the image, resulting in a lack of focus. Viewers may feel like they are looking at a chaotic scene with no clear intent from the advertiser, making it hard to understand the relevance of the ad content.

To avoid this mistake, you must first define the purpose of your ad campaign—what you want to highlight and what issue you want to address to capture viewers’ attention. For example, if you want to introduce a new product, then your Facebook ad image should focus solely on that product. Avoid trying to promote multiple products at once within a single image. Your advertisement should have a clear objective—either introducing a product or making a call to action.

1.5. Dull Facebook Ad Image Design

As mentioned earlier, the image in a Facebook Ad takes up the most space and plays a crucial role in the ad’s success. Designing a visually appealing image that leaves a strong impression on viewers is no easy task, especially when it must align with your communication goals.

One common mistake in ad image design is using visuals with negative or gloomy connotations. While such images may leave an impression on viewers, they are unlikely to encourage clicks, ultimately reducing the effectiveness of the campaign.

If you’re struggling to come up with an engaging design idea, consider seeking input from your sales team. Since they interact directly with customers, they have valuable insights into what attracts and engages potential buyers the most.

Read more: Reasons Why Facebook Ads Are Not Approved and How to Fix Them

2. Some Ideas for Designing Facebook Ad Images

2.1. Use Animated Images When Designing Facebook Ads

Animated images of your business, store, or products can be excellent choices for RSS feed ads. These images can also depict your target customers or any action that aligns with your brand’s goal of sparking curiosity among users. Such animated images often appear authentic and closely resemble the landing page that your Facebook ad directs users to.

2.2. Using Human Images to Optimize Facebook Ad Visuals

Facebook is a platform driven by human presence, making images of people the backbone of effective ad visuals. When used correctly, these images can enhance your ad’s effectiveness by appealing to users’ emotions.

Are you selling products for mothers and babies? Consider using images of children: adorable children, happy children, or even those in difficult situations. A picture of a crying or screaming child with the caption, “Help me stop this baby from crying,” can strongly resonate with mothers and evoke an emotional response.

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2.3. Using Object Images in Ads

If roughly half of your Facebook ad images feature people, the other half should consist of objects.

• Selling real estate? Try using an image of a beautiful house.
• Selling cameras? Showcase a sleek, high-quality camera.
• Selling car insurance? Use an image of a damaged vehicle.
• Selling pizza? Feature a close-up shot of a delicious slice.
• Selling pet products? Include an image of an adorable cat or dog.

You Can Come Up with Millions of Creative Facebook Ad Image Ideas

There are countless creative ideas for Facebook ad images when selling online. This process is fairly straightforward and operates on simple principles. For example, if you are advertising for a local tire shop, you could post an image of a car tire and ask your community, “Who here needs to replace their tires soon?”

When users see this ad, they will start asking themselves whether they need to replace their tires now, how long it has been since their last replacement, or if their current tires are still in good condition. This thought process can stimulate their desire to make a purchase.

2.4. Using Text in Images

A powerful technique to try is incorporating targeted text into your Facebook ad images. For instance, a movie theater might feature an image with the word “CINEMA”, or a bakery might use an image with the phrase “Hey Cupcake!”

Including too much text in an image can make it difficult for users to read. Instead of cramming information into the image, simply highlight one or two key words that immediately capture users’ attention and understanding. If an image is effective, consider changing its colors periodically to keep it visually engaging.

2.5. Using Unusual or “Silly” Images

The goal is to create curiosity and grab attention, so don’t hesitate to experiment with strange or humorous images that entertain users. Instead of using overly serious visuals, you might run an ad featuring a piglet standing in the rain or other funny, eye-catching designs. These types of ads tend to be more engaging and help prevent users from getting bored, ultimately supporting efforts to increase Facebook page likes.

These are some common mistakes in Facebook ad image sizing as well as the best ways to optimize your ad visuals. Apply these insights to create eye-catching, high-performing Facebook ad images, and always double-check your images to avoid unnecessary mistakes.

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