When it comes to display ads, every element matters—especially the visuals. A study analyzing over $1 million worth of display ads uncovered a key insight: using photos as background images significantly outperforms “designed” backgrounds in terms of click-through rate (CTR).
The Findings
- Photos Drive Higher Engagement:
- Ads with photos as background images achieved a 9.9% higher CTR on average compared to ads using “designed” or graphical backgrounds.
- Real-world imagery resonates more with viewers, capturing attention and encouraging clicks.
- Why Photos Outperform Designed Backgrounds:
- Authenticity: Photos create a sense of realism and relatability, making the ad feel more genuine and less “salesy.”
- Emotional Connection: High-quality photos evoke emotions that abstract designs often lack, drawing viewers into the ad.
- Simplicity: Photos tend to be visually clear and easy to process, reducing cognitive load and making the message stand out.
Best Practices for Using Photos in Display Ads
- Choose High-Quality, Relevant Images:
- Use professional, high-resolution photos that align with your brand and message. Avoid stock images that look generic or overused.
- Make the Subject Clear:
- Focus on images that have a clear subject or focal point, such as a smiling person, a product in action, or a relatable scenario.
- Test Lifestyle Images:
- Photos showing people using your product or service in real-life situations tend to perform better than static product shots.
- Keep Text Minimal:
- Allow the photo to be the star of the ad. Pair it with minimal, impactful text and a clear call-to-action (CTA).
- Optimize for Mobile:
- Ensure your photos look great on mobile devices, where a majority of ad impressions occur.
The Bottom Line
If you’re looking to boost your ad performance, swapping out “designed” backgrounds for authentic photos is a simple yet highly effective strategy. With a 9.9% increase in CTR, this change can have a significant impact on your campaign ROI.
Ready to refresh your ad creatives? Start incorporating compelling photos today and watch your click-through rates soar! 🚀