One of the most pertinent ways to reach out to your target audience is through the use of image ads. Graphics serve as a very powerful communication tool regardless of the context. This is because of the minimal time required to capture the message and the simplicity that is profound within this mode of communication.
With the right images, you can communicate to a virtually unlimited number of customers and potential clients within a second. The right graphics eliminate the lengthy nature of written communication, which is particularly important on your audiences’ part. It is a proven fact that wordiness can be a hindrance to effective communication. Graphics obviate the process of needing to explain your content to your audience.
Check the difference between the images below. See what the red border does to the image:
To get your graphics right, it is important to conduct a thorough analysis of what you require. Your analysis should involve several factors, some which are native to the marketing paradigm. Some of the questions that you need to answer include:
- Who is your target audience?
- What is your product?
- What is the purpose of the ad?
- What is the intended effect?
- Where do you plan to place your ad?
To answer these questions, you can simply refer to your buyer personas. IF you are not familiar with buyer personas, refer to our guide on developing effective buyer personas.
Answering the above questions constitutes one of the most pertinent considerations since they address the content aspect of your image. Once you have answered these questions, you can then embark on developing suitable graphics that will appeal to your target group.
Besides content, there are other important considerations that address issues to do with the context of your image. Contextual considerations address issues to do with where you plan to place your image ad (Google ads, Facebook etc.) Each of these platforms have their own set of requirements image ads. For instance, Facebook requires that the wording in the image ad should not exceed a certain percentage, usually 60%. The exact formula they use is not clear, with the prerogative of determining whether this criteria has been met being theirs. This makes Facebook image ads a complicated affair.
Another important factor to consider is how your potential clients are most likely to access the content. Will they be viewing your ads through a computer browser or through a mobile browser? The growing trend, and particularly with the local market, is that more and more people are increasingly accessing web content through their Smartphones. Consequently, this is where you should focus your image ads, optimizing them for access through Smartphone browsers.
These are the most essential considerations for creating your image ads. Once you have answered this questions, you can then embark on developing suitable images. Depending on the complexity required of your ad, the most appropriate software will vary. This will also be determined by your level of expertise and technical knowhow. Technically experienced users can create image ads with elementary software such as Microsoft word. However, it is better to rely on image editing software such as Adobe Suite and Corel Draw. All in all, the task is best left to an expert graphic designer, and you should always consider hiring one.