Design to Size: Making Your Ads Work
April 27, 2013
Images that work great at larger sizes can fail miserably when you shrink them down to 120 by 80 pixels.
And oddly enough, it’s almost the same dynamic that billboard designers have to take into account: some images look great on your computer screen but look awful when they’re slapped up on a billboard and viewed from 200 feet away while zipping down the road.
In fact, one billboard designer I know actually advises people to shrink the design down to index card size and then look at it from across the room.
Apparently, it’s a size-to-discance dynamic, and regardless of whether it’s a billboard or a Facebook ad image, the problem remains the same:
You have to work with limited visual detail, either because the picture is so small, or because you’re looking at it from a great distance. In other words, you can’t rely on the viewer picking up subtler details. You have to make your point boldly.
And that’s exactly what’s wrong with the image in this ad:
Without reading the copy, you have no idea what you’re looking at, other than at a fireplace. The fireplace is the focus that gets communicated even in low-res.
What requires higher resolution to “see” is the pillow-top that covers up and surrounds the fireplace hearth.
Bet you didn’t pick up on that, did you?
Well, here’s a higher-resolution close-up of that same fireplace:
See? It’s interesting when you see it in detail. But that doesn’t do you any good for a Facebook image.
Now, here’s an image that would have worked much better:
See how we took the requirement to see “texture,” which is a fairly high-resolution feature, and replaced it with color?
Now the royal blue color tips you off that the hearth isn’t stone, but is instead some kind of fabric. And if that’s not enough, the tan piping on the top pillow puts it over the top.
And if even that’s not enough, the little kid and teddy bear add context clues that the hearth probably isn’t a typical, uncovered, cold, stone baby-hazard.
In other words, you can look at this picture and tell right away that they’re selling some kind of fireplace pillow. Which is just odd enough to make you want to see whether they might not be just the slightest bit worried about fire. And that makes you want to read the copy to find out.
Which is really the point: your picture has to grab attention and generate a desire to read the headline, at least, if not the body copy — and your picture can’t do that if it’s primary appeal is lost once you shrink it down to a 120 by 80 pixel format.
Expanded Text Ads: 7 Million Clicks Say They’re Underperforming
Over the past 6 weeks, we have been lucky enough to experiment with expanded text ads, and frankly, I’m not impressed with their performance.
£300 Off Hero Conf London Ends Tomorrow!
Time is nearly gone to reserve your seat for Hero Conf London, 24-26 October at etc.venues St Paul’s, at a huge discount off the regular conference rate!
Expanded Text Ads Come To Google AdWords Editor
Advertisers have been able to create expanded text ads, but couldn't utilize AdWords Editor. That has now changed with the release of the latest version of AdWords Editor.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Bidding Farewell to Adwords Converted Clicks: Don't Panic
AdWords will soon be saying goodbye to the "Converted Clicks" metric. Learn more about what this means for your account and how to prepare for the transition.
Olympic PPC Ad Strategies
How spectators consume sporting events and a massive expansion in the digital space will prove to shake up who and how advertisers reach their audiences.
Hanapin's PPC Resources Are Now Ungated!
You can now access Hanapin's whitepapers and toolkits without having to fill out a form!
View Ad Creative Through The Eyes Of Your Searchers
Learn to understand that ads do not live in the vacuum of an excel sheet and common practices should be tested.
[New Webinar!] 11 Red Flags To Watch Out For When Working With An Agency
Leveraging Analytics For Remarketing: Picking The Ripest Fruit
Remarketing prevalence is well founded based on competitive returns in both volume and efficiency. With that said, this "low hanging fruit" world isn't always easy to pick.
How To Analyze Time-Of-Day Performance For Luxury Products
The importance of ad schedules varies across industries, services, and products. For e-commerce companies that sell luxury goods, ad schedules are more crucial.
One Week Left to Save 25% at Hero Conf London!
You still have time to join us for Hero Conf London, 24-26 October at etc.venues St Paul's at 25% off the conference price. But time is running out.
4 Common Questions Prospects Ask Me During The Sales Process
There’s always new, hot topics and questions we get asked by prospects to see what our company’s take is, and how we go about implementing from a services perspective. Read what our most common questions are.
Mobile Price Extensions Rolling Out In AdWords
It looks like "Christmas in July" has come to Google. Recently announced price extensions are designed to help mobile marketers qualify clicks and inform prospective consumers.