Designing effective online ads with images
It is getting increasingly expensive to advertise online in India, across sectors, including ecommerce, healthcare, education and entertainment. Prices have gone up for PPC and PPM across Google, Facebook and channels such as retargeting. It has become imperative now to optimise the ads to increase effectiveness and make the most of our marketing budget. How do we do that? Simple. Images decide over 80% of the ads effectiveness. Below are 6 of the best ways to improve the effectiveness of your online ads through images:
1. Keep the image simple and clean: Focus on one aspect in the image, which is obvious even when the image size is very small. Acknowledge that the customer is not on a particular page to view your advertisement. Your image needs to be clear to stand out and attract a click.
2. Communicate the USP of your brand: Pick your image based on the USP of your business. Are you showcasing the most desired brands or are you showcasing your unique products or services? Ensure that the image you pick showcases this USP. If you retail a brand people love, ensure that it’s prominently called out in the Image. If it’s unique products that you represent, ensure that the image clearly establishes that in the users mind.
3. Show images with a model: Your product may be great, but for the customer, she is looking at how it fits into her life. Bring it alive for her by showcasing your product on or with a model wherever possible. Images with models have a significantly higher click through rate.
4. Call out a sale or deal: We Indians love to bargain and in the online world, that’s substituted with a deal. Highlight the best deal you are running, with a % off sign.
5. Stand apart from the interface: Any communication needs to breakthrough through the clutter. Ensure that your image and copy stand out from the rest of the ads and the environment where it’s being showed. For example, if you are advertising on Facebook, ensure that the image does not have a white background as it will blend into the Facebook interface.
6. Test, Test, Test: Finally, there is no easy answer to optimising your advertisement. Test different type of images and copies on different target segments and track which ones give you the highest conversion rates for clicks and transactions.