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How to Choose the Right Images for Online Ads

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Images are everything when it comes to enticing users to gain interest in what you have to sell. It’s crucial for entrepreneurs and small business owners (or their marketing teams) to choose interesting images that tell a story or convey the right message, in order to maximize efforts with online advertising.

Whether you take your own quality photos, or hire a professional photographer, or use a stock photography company, the key is to remember the message you are trying to convey, and stick with that.

Shutterstock.com author Christina Wang published an in-depth article on this topic, and we’ve hand-picked our favourite 2 tips from her suggestions:

The image should be interesting to look at, but shouldn’t overpower the copy.

Picking the right image means striking the right balance. Given things like ad fatigue and banner blindness, you’ll want to pick a visually engaging image that will draw attention and catch people’s eyes — but at the same time, it shouldn’t stand out too much or it will overpower the copy and messaging. The image needs to work together with your ad’s headline and text to tell a cohesive story.

 

Different marketing channels need different types of images.

Images aren’t one-size-fits-all. An image that works on Facebook might not work on a banner ad. Each marketing channel behaves differently and has a different goal, and should be treated as such when you’re selecting images.

For example, with email campaigns, you’re trying to (re)engage customers, so the images should convey a specific mood and encourage them to take a specific action. A landing page, on the other hand, is more focused on purchases or sign-ups, so these images should clearly depict what you’re selling, or else you’ll confuse your audience and lose their attention.

 

At the end of the day, the message you send out to current and prospective clients will determine your future success. You already have passion and drive for your business; all you have to do is make sure you are strategically conveying that passion to others, in order to make the most of your efforts.


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Featured image courtesy of shutterstock.com

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