Face The Facts: Use Photos of Faces in Your Next Online Ad Campaign

Face The Facts: Use Photos of Faces in Your Next Online Ad Campaign

Images of silly or highly-expressive faces are effective in online ad campaigns.

Images of silly or highly-expressive faces are effective in online ad campaigns.

One of my favorite things about Facebook advertising is the free stock photo library. If you don’t have a big online advertising budget, these free photos will really save you.

Choose up to 6 free stock photos per ad

Facebook allows you to choose up to six different images for your ad. The photo library is searchable and extensive. It’s full of diverse and unique images. There are a ton of great options. Once you choose your six images (or upload your own) and place your order, Facebook will regularly rotate these images so your audience doesn’t see the same image every time the ad is pushed into their timelines.

Track stats for each image

Stats are tracked for each image during your campaign. For example, if it’s an ad pointing folks to your website or a web link, you can watch to see which images are driving the most clicks to your website or link. Then you can make decisions based on that info. If one image is performing poorly compared to the others – maybe you drop that ad – maybe you replace it with an image similar to the ones that are performing better. If you pay attention to these numbers over time and over a few campaigns, you’ll start to get a good idea of what images engage your audience the best.

Use photos of faces. The sillier – the better.

For me, photos of people work really well. Humans like to see other humans. And in particular, photos of people making goofy faces or doing something highly expressive. In a recent campaign, I used six different images to promote an event aimed at teaching teenagers how to save money. Each of the six photos featured a different teenager. Two of the photos were close-up shots of a teen making a silly or really expressive face. Those two photos performed significantly better than the others. In fact, the top-performing photo resulted in 200% more website clicks than the others.

Try these tips in your next Facebook advertising campaign and create smarter, more powerful promotions. What images work best for you? Tell me in the comments below.

Opinions are my own. They do not necessarily reflect those of my employers past or present. 

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