Dec 11

The Importance of Images in Advertising

Category: Business Services

Text ads are everywhere. We see them all over search, and all over sites within content. It might seem like text is everything, but images can add a lot of context that text cannot. Research shows that our brains process images differently than text, which is why so many brands incorporate image and text. Nike, Apple and even Chase Bank all incorporate some image with their text.

You should aim for the same effect in your own messaging, and it’s easy to achieve if you have a good eye for what pairs well. Here are some tips to help you utilize images in your mobile and banner advertising.

Tell the Customer What to Do

Be bold and tell your customer exactly what you want them to do. Do it in a button, where they can clearly see what they are supposed to click. Strong colors like green or blue are good, but red is not. After all, you don’t want the customer to stop do you?

Also, tell customers what to expect in your call to action. Are customers downloading a report? Use “Download Now” as your call. Same with “Learn More,” “Apply now” and “Find Savings.” These calls are far more effective than “Click Here.”

Try New Things

Start with an ad that is fairly close to something your competitors run, then work on adding your own spin. This is all part of competitive research and you will find that what works for your competition will not work for you. Human pictures can help make your products more relatable, while the product itself can be a valuable sales pitch. Apple, for instance, rarely shows real humans wearing their products. The emphasis is on that iconic white. Test these new ideas in separate ad groups and track their results to compare with your top performers.

Include Data on Pricing

It’s a misconception that customers don’t want to see the sales price. You can use a colored burst to highlight the cost, or you can look for other methods to lower the price without changing what the consumer pays. Try subsidizing shipping costs to your local area or offering a coupon code to people who click your ad. Testing will be crucial here, so that you can maximize your returns.

Keep it Relevant

Relevancy to the consumer is still your number one goal. Every element of your ad should be designed to get the customer clicking on something that will bring them closer to a point of action.

Bio: Ted Dhanik is the CEO and co-founder of the Los Angeles based advertising company, engage:BDR. Ted Dhanik helps business owners run engaging ads on the Web. Find out how to use display advertising to generate business leads with tips from Ted Dhanik.

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