A picture paints a thousand words, and your ads should too! The images you choose for your advertisements are a visual representation of your brand and should be consistent with your business’ goals and values.
Think of an ad you recently clicked on. What made you click on it? More than likely a visually enticing photo. Now, think of a time you’ve passed through an ad. Was the image low quality? Were you disinterested in the product/service? Could you even tell what they were advertising? They key to a high click-through rate (CTR) is having ads that are professional, enticing, and represent the message your business is trying to get across via visual content.
So – what does this mean for you and your ads? Your image choices need to be engaging, visually appealing and high quality in order to grasp your audience’s attention and illustrate what you’re advertising.
Let’s face it, we’re not all marketing geniuses. Knowing what image to choose for your ads can be a struggle… and a little costly if you aren’t aware of the free resources out there.
Choosing the right images
Imagine you have a home insurance company and are struggling to find an image for your ads, which of the images below do you think would work best?
The answer: Image B. Two hands holding a home, opposed to stacks of cash and a clock (making your audience think “time is running out! ah!”), would best depict the service being offered, as well as grasp the intended audience’s attention via emotional response. Studies show that people rely on emotions, rather than information, to make brand decisions — and that emotional responses to ads are more influential on a person’s intent to buy than the content of an ad.
So, the image with a stack of cash and a clock? That can induce feelings of panic and pressure, make people think of spending (or losing) money, and uncertainty. Likewise, since there’s an emotional response to images, it holds immense value in establishes brand personality and, in turn, brand recognition – ultimately increasing traffic and driving sales from your website.
Image B showcases this as it is a sense of comfort and protection in a home, rather than image B which could represent spending money, losing money, and a sense of uncertainty which is a negative connotation for the brand. In addition to the value of what the image represents, the quality is extremely important in showcasing the use of professional and effective visuals to communicate your company’s message.
Where to get your images
Now you’re probably wondering where you can access these high quality photos. Of course, if your budget allows, or you’re lucky enough to have someone on staff who knows their way around a DSLR camera, you can take great images yourself! If not, well, the wonders of the internet have provided endless websites that allow you to download them for free!
- Pixabay offers copyright free images with no registration necessary
- Dreamstime has a good collection of free images and only takes a few minutes to register for an account
- IM Creator offers free images for commercial use, no registration necessary
- Unsplash boasts a series of high resolution, easy to download images
- Stocksnap has a catalogue of astoundingly beautiful, free to download photos
Now that you have the resources to access to thousands of free stock images, be sure to ask yourself – is this image relevant? Is it visually appealing? Will it evoke an emotional response? Don’t forget, a high-impact visual will not only personalize your content, enhances brand recognition and increases traffic to your website!