If your Facebook ads could talk, they’d probably scream out “LOOK AT ME! LOOK AT ME!!!!”
But they can’t, leaving it up to you to do a good job of grabbing as much attention as possible to them. Too much pressure? Don’t you worry. Here are four elements to help you create Facebook ads worthy of people’s attention.
1. Visually Prominent Colors
What you’re looking at here is a blunt force approach – sheer visual prominence achieved through a striking color. This ispymarketing ad uses a bright red block, an element that’s bound to grab attention when placed on a predominantly white page with black text and some blue elements.
And when combined with the reverse font brand promise, you’ve got an ad that will at least get looked at by most viewers, and probably even read by most qualified prospects. Not bad for a simple approach adoptable by most any advertiser willing to come up with a punchy headline set against a bright background color.
Let’s face it. People like hot people!And this ad from pagemodo.com makes use of our hardwired tendency to pay attention to faces, especially beautiful ones. To take it to the next level, this ad also ups the eye-grabbing ante and visual prominence by using a gold background.
Not a bad technique, right? Do you think you can go back and test some new backgrounds on your existing ad images?
Here’s a pretty cool ad from the Aspire Company – one that’s pretty sure to elicit at least a smile if not a chuckle from most viewers. The downside? Well, the picture of the can can be intriguing when viewed out of the corner of the eye, but for the most part, it’s pretty non-eye-catching; you really need to read the can before you’re hooked.
Here’s a thought: why not borrow the color-block background idea from the pagemodo ad and amp up the visual prominence of the picture?
Still, once the viewer does read the can, it’s a good bet that he or she will also read the body copy, and that’s no mean feat in itself.
3. Unusual Photos
Check out this ad from zulily.com. What’s great about these eyeball grabbing shoes is that they also convey the central messaging of the ad – that the featured website has designer shoes and kids clothes for sale!
This is where you need to put a little extra thought beyond the image. When looking for interesting and eye catching photos, aim to not only grab eyeballs, but to convey the right associations and messages along with them.
4. Story Appeal w/ Added Interest for Your Target Market
This last ad is targeted towards photographers, which means that a photo of a woman with a camera is more than just intriguing in the sense of making one wonder what she’s photographing or why they’re displaying this picture, but also in the sense that it plays to the target audiences passions or hobbies. And this is reinforced with the powerful headline: “In Love With Photography?”
So while I’d give the photo lower marks on eye-catching appeal in general, It does a great job in light of its appeal to the target market.
- There are various ways you can increase the eye-catching ability of your ad’s picture. Make sure you are aware of them and actively think about how you might incorporate them.
- There’s no substitute for testing out variations of picture and different approaches. Even if you think you’ve got a great photo, you should still be testing various backgrounds, color washes, borders, cropping, etc.
So, do you have a Facebook ad image that’s worthy of people’s attention?
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Many of SEW's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Thom Craver, Josh Braaten, Lisa Barone, Simon Heseltine, Josh McCoy, Lisa Raehsler, Greg Jarboe, Dan Cristo, Joseph Kerschbaum, John Gagnon, Eric Enge and more!