Paid advertising is popular! Why? Because it’s effective and manages to help businesses reach a massive audience.
However, business owners will also agree with me that it is hard to get your ad noticed, and if you don’t know what goes into making an effective paid ad, you are probably putting money down the drain.
And that is exactly what we will be covering today.
As you know, images are the essential element of any paid ad but choosing one is the most challenging part. This is why we have curated this guide, which will teach you how to pick the right images for your PPC ads. So without further ado, let’s get on with the tips.
1. Choose Relevant Images
Whether you purchase an image or create a customized shoot, the image should be relevant to the context.
Although this should go without saying, many marketers make the mistake of using an image that is entirely out of the blue. This is a bad practice and often leaves the audience confused regarding your message.
Select photos that closely relate to the product or service you are trying to sell. Whatever image you pick should be simple yet attractive enough to stop the scrolling midway.
2. Use Images of Faces
Research has proven that ads with faces receive a lot more engagement than those without. That is because we can relate to people more when we see their faces. It makes us feel like we are meeting in real life and helps us connect with them.
When creating ads for your PPC strategy, try to incorporate pictures of people using your product or service. On the other hand, if you are using stock photos, make sure you have the required licenses to show distinguishable images.
3. Go for Less Text
Get your brand’s message across with an image – and not an overabundance of text. For example, Facebook suggests using only 20% of text overlay on the photos to get your point across.
Apply the same rule to all your PPC ads and focus on the images to get your point across. When necessary, craft a short and clear message that helps you reach your audience. But make sure you keep the print free of cluttered text and only add text where it compliments your primary picture.
4. Add High-Resolution Images
Nothing annoys the viewers more than a low-quality picture or a blurred, oddly cropped, and disoriented one. For this reason, make sure to utilize images that are of the best quality.
5. Use Multiple Images
In many cases, the use of multiple images can improve the effectiveness of your ad copy. This holds especially true for eCommerce providers who can use the PPC ad format to display different product pictures in one frame.
6. Choose Complementary/Contrasting Colors
Your choice of color can also evoke emotion and provoke the audience to take action. When crafting PPC Ads, use contrasting colors to grab the viewer’s attention. For example, the color red has proven to be successful when advertising a flash sale. On the other hand, the green color is easy on the eyes and creates a calming effect on the viewers.
Choose your color wisely. Remember, the whole point is to get the audience’s attention – not shock them by using high-contrasting colors.
7. Go for Location-Specific Graphics
This tip is especially beneficial for local businesses who can showcase their area in local ads to help people take notice of your local business. You see, people relate more if they see places they know, and highlighting them in your PPC ad is a great way to tackle them on a personal level.
In fact, Search Engine Watch says that around 40% of mobile search queries are location-based, and your business too can benefit from the trend by incorporating locally-based photos on PPC ads.
8. Narrow your Audience
One of the most significant advantages of PPC ads is the ability to filter your audience. Especially on platforms like Facebook, you can target your audience based on their interests and likes. And when you have a clear, defined buyer’s persona, you can create an image that is perfectly suited to that target.
9. See your Competitors
See what others are doing on their PPC ads by doing a ‘scroll test.’ Scroll down your own feed on social media to analyze the ads that make you want to stop and look. Note the reasons you stopped and try to replicate the same on your ad strategy.
10. Test, Test, Test
Test different types of images to assess the reaction of your audience. Does your target audience resonate better when images have text on them, or do they find photos with people more attractive? Run multiple variants of shots at each time and put your money (and efforts) behind the most successful one.
Final Thoughts
These were just some tips to get you started on your PPC ads. Remember that creating a useful website is not enough to get you the required audience. You need to put in some effort in bringing attention to the business. And PPC ads are an effective way to do so. Thanks to these tips, you have got a leg up on most advertisers. Good luck!
