Last Updated on 2021-01-30 by ppcguybklyn
So far, the main content of this blog has been around search ads, because this is the type of advertising that has the most room for discussion and has the greatest potential to get the most conversions and profits. But image-based advertising, such as Google display and social advertising, also have ways to bring very good advertising benefits. In this article, I will briefly introduce the image sizes and styles commonly used in these two kinds of advertisements, and how to choose the most suitable image for the advertisement.
Commonly used advertising image sizes on Facebook and Instagram
Facebook and Instagram provide a very diverse range of placements for advertisers to place ads, and the most commonly used are the following sizes:
Square: Aspect ratio 1:1, suitable for FB and IG feeds, the column on the right of Facebook and the Marketplace and other placements. In the main feed, you can also choose to use a rectangular picture with an aspect ratio of 1.91:1.
Vertical: aspect ratio 4:5, suitable for FB and IG feeds, and other advertising placements that require a vertical ratio. If you want to design a special advertising image for FB or IG stories , you can use the aspect ratio of 9:16.
Commonly used ad image sizes for Google Display Ads
Since Google Ads introduced responsive display ads, advertisers no longer need to design several sizes of banners for multimedia ads. They only need to fill in the following requirements, and responsive ads can automatically generate the corresponding advertisement size and configuration based on different board sizes.:
Logo: Use a 1:1 square image as the advertiser's logo
Main images: Provide several images with an aspect ratio of 1:1 and 1.91:1 as the main picture of the advertisement
Headlines and descriptions: Just like text ads, enter headlines and descriptions that match the theme of this ad, and Google Ads will put them into the ad.
source: adsharkmarketing
Two commonly used advertising image formats
After introducing the commonly used ad sizes, we can discuss what kind of pictures to put in our ads. Taking general B2C e-commerce as an example, the most common advertising image formats are as follows:
Product Images
Only the main products of the advertiser are included in the photos, and the angle of photography and filters will be used as much as possible to make the main products look very attractive.
Lifestyle Images
Adding real people or simulating life scenes of using products and services in the photos makes the advertisement more relatable.
After knowing the size of the advertisement image and the commonly used types, how can we design the most efficient advertisement? I think social advertising and display advertising can probably follow the following points:
Design pictures according to the characteristics of the audience
Before designing and planning advertisement images, it is very important to know the characteristics of the potential audience of the advertisement. For example, the age and attributes of the characters in lifestyle images should be as close to the potential consumers of the advertisement as possible to make the advertisement look more approachable. Another example could be through website analysis or CRM analysis, it is found that the advertising audience is very willing to place an order immediately after seeing the advertisement, so the advertisement can consider using pictures that emphasize the characteristics of the product. Before starting to design advertisements, shooting or creating pictures that are closest to potential consumers for products and services can save a lot of trouble in future advertising management.
Different advertising placements need to use different images
Different advertising boards are not just to use different sizes of images. Each advertising placement corresponds to different network usage and consumption habits. If only the same image is scaled to different sizes and sizes, and placed on different platforms, the performance of the advertisement is easily limited.
For example, consumers who are willing to click on story ads and convert will rely heavily on mobile devices when using the Internet, and they are willing to spend very little time on advertisements. Therefore, when designing advertisements, they must attract the attention of consumers and guide them to landing pages that can quickly check out using mobile devices as quickly as possible. We can apply this principle to other placements and potential audiences with other consumption habits, and design different types of pictures accordingly so that we can pursue the maximization of efficiency.
Make good use of A/B testing to understand the advertising effectiveness of different images
In order to know what kind of images can bring the greatest advertising benefits in the face of different potential customers and different advertising placements, we can use A/B testing to find our answer. Before advertising, several versions of the same type of image can be made for testing, so that we can know which image can bring the highest profit when using the same copywriting and facing the same audience. Constantly using A/B testing to find the most suitable combination of advertising images, copywriting and audiences is a very important part of this type of advertising.
Change the ad image regularly
The last thing to note is that the advertisement images must be changed regularly, especially social advertisements. If we put the same images to the same audience for a long time, the efficiency of the advertisement will continue to decrease. When we find that the efficiency of the advertisement drops, we should consider changing the images. Usually, the images of social advertisements need to be changed every two weeks to a month, and Google display advertisements can last longer, but in any case, it is absolutely impossible not to change the images of the advertisement at all.
