Over the years, digital marketing gurus have been giving life to a number of myths about Facebook advertising . But do they have any basis in reality? Design company SketchDeck set out to find out with a controlled experiment in which they tested identical ads with different types of images. The results will surprise you.
Myths and confirmed truths about Facebook advertising
What is myth and what is truth about Facebook advertising?
Myth 1. Facebook ads must be relevant
Reality. Attractive and unique images are better
According to popular wisdom, the images in your ad should be closely related to your business. For example, if your brand is dedicated to climbing, you should show images of this sport or at least of mountains. Sounds logical, right?
To test this myth, Sketch
Deck launched a series of ads with images focused on design and technology and another with irrelevant but attractive images, for example, of the Golden Gate in fog. The result was that the irrelevant images achieved a 6% lower CPC Brazil Mobile Phone Numbers Database the design-focused ones.
Myth 2. Use text in your images
The second of the marketing myths analyzed states that it is beneficial to add text to Facebook Ads images (always respecting the 20% surface area limitation imposed by the social network itself).
Reality: A picture is worth a thousand words
But when it came time to examine the results, it was found that images without text performed 6-7% better. After all, images with text can’t help but look like an ad, and naturalness is key to winning over users.
Myth 3. Photos of people are more effective than photos of objects
Reality. It’s all the same, it’s all the same
This myth is so widespread that
Facebook’s own advertising guidelines include it: images of Middle East Mobile Number Example using your product are better than images of the product itself… or maybe not.
To test the effectiveness of this myth, two groups of ad images were B TO C Database on Facebook. The first showed people using their computers, while the second focused on the products themselves. The results were inconclusive, as both groups achieved very similar results.
Myth 4. Smiling women succeed
Another of those unwritten “marketing truths” is that using a smiling woman in Facebook ads is always preferable to having a man display other emotions. So much so that image banks are full of photographs of women smiling while doing all kinds of strange things. But is it true? This experiment seems to indicate that it is.
