Are your Facebook ads targeted well? Do you have great content but are still struggling to increase your Click-through-Rate? In this article I’ll explain six best practices for selecting Facebook Ad images. I'll take a look at six examples where these best practices have been utilized, and one where they’ve been ignored entirely. This will give you a clear idea of what works and what you should avoid at all costs.

1. 6 Facebook Ad
Image Best
Practices that
will Send your
Click-Through-
Rate to the
Moon

3. 6 Facebook Ad Image Best Practices that Will Send your
CTR to the Moon
Happy People
Color
Logo
Value Proposition
Children and Pets
Funny or Odd
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3
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4
5
6

4. Happy People1

5. Happy People
Retailers can have a happy, average-looking woman modeling their product
Non-retailers can show a happy woman who has benefitted from their service (like
FortisBC’s image above)
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How you can do it:
The image that has proved to convert best on Facebook is of a happy woman looking
directly at the camera. FortisBC uses this strategy below:

6. Color2

7. Color
If your product image, logo or mascot is blue take a page from Koodo’s book above
and make a bright background or border.
Ensure the background or border you’re choosing contrasts with the image itself
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How you can do it:
If you employ the same colors as Facebook (blue and white) your ad will blend into the
News Feed and people’s eyes will skip over it. Toys ‘R Us and Koodo below do a great
job of making their images stand out:

8. Logo3

9. Logo
I’d recommend using Facebook Power Editor, creating a campaign, and having one
of three Facebook advertisements be your business’ logo.
This allows you to combat a low CTR with ad rotation while still increasing brand
recognition of your logo
If your logo is naturally blue or colorless, be sure to use a colorful background or
border
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How you can do it:
Over time a brand logo will encourage conversion as Facebook users see it
consistently and often. TD bank does this below:

10. Value Proposition4

11. Value Proposition
Run a contest and put the prize within the image: ‘Win a $250 gift card’
Give a valuable takeaway from an ebook or guide: ‘Convert with A/B Testing’
How you can do it:
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A clear and solid value proposition is a great way to attract the eye. This could be the
word ‘free’ highlighted within your image, or, like Marin Software’s image below, a
feature of the product you’re promoting.

12. Children and Pets55

13. Children and Pets
Find an image of a baby or pet with your product
Come up with an image which works with the title
If your product is an A/B testing ebook, how about a picture of
twins in different hats?
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2
3
How you can do it:
As two of the top five most-shared images on social media, pets and children are
always a safe bet for your Facebook ad image.

14. Funny or Odd56

15. Funny or Odd
Use a fun image, like a cute pet or baby with your product
Use an image that looks slightly off or exaggerated to cause Facebook users to do
a double-take and engage
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2
How you can do it:
A funny or odd image can seriously increase your conversion rates. Not only do they
attract the eye, they encourage your reputation as a fun, casual brand

16. Bonus Section: Testing5!

17. Split Testing your Ad
Use Power Editor to create a campaign and, within it, create two advertisements
Run the first advertisement for a set period of time, taking note of its metric
performance within Facebook Insights
After a set period of time, publish the next, subtly different advertisement
Watch its metric performance for the same period of time to determine which
variation performed the best.
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2
How you can do it:
Knowing the top six image categories for Facebook is extremely valuable, but you
should still test your individual images to be sure you’re getting the best response rate.
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18. Further Reading
Six Facebook Metrics Small Businesses Shouldn’t Obsess Over
4 Ways to Combat Facebook Ad Fatigue
The Science of Keeping your Facebook Fans Engaged
How to Create a Targeted Facebook Ad Audience Using Power Editor
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