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Create a Picture Perfect App Install Ad on Facebook

In the first part of this series, we discussed writing the perfect app install advert on Facebook.

In part two, we’ll be digging into the imagery of an effective app install ad.

Although the copy of your advert is written to encourage action, it’s the image that first gets the ad noticed.

After all, Facebook users are visual creatures, and as they endlessly scroll through their newsfeed it often takes something special to stop them in their tracks.

If you don’t use a high-quality, contextual, and engaging image, then there’s a fairly good chance those words you spent so long crafting will go unread.

Get the Dimensions Right

When you first start designing the image for your app install ad, it’s fundamentally important that you use the correct dimensions.

These are recommended to be: 1200 x 628 px

If you opt for different dimensions, you image may appear stretched once uploaded.

How Much Text?

Previously, Facebook would reject ads if 20% of the image’s area contained text.

However, this has now been changed to a system that’s a little less black or white.

While they still prefer a minimal amount of text, Facebook have now adopted a system that allows ads to run that would’ve previously been rejected under the old policy.

But you should be aware that even with this new system, ads with higher amounts of text will receive less or no delivery at all.

Use this Text Overlay Tool to double check your image text ratings.

Minimal Works

A busy image, with too many colours, is more likely to be skipped over. Instead, opt for something a little more minimal and striking, with a simple design that’ll be easy on the eye.

And if you have lots of features to display to prospective users, you don’t need to squeeze them all into that one image – the carousel option allows you to upload 5 different images at no extra cost.

Avoid a ‘One-size-fits-all’ Approach

Your app install campaign should be tailored to a specific audience, and that means being mindful about who will see your image.

Instead of designing one image for everyone, take the time to create imagery that resonates with specific users.

A good example of this would be targeting the different devices on which your app is available for download. Make sure you show the Android version to Android users, and the iPhone version to iPhone users.

Or if you have users in different parts of the country, make sure the images are relevant to each location.

Finally, NO Stock Images

No matter how tempted you might be, do not use stock images.

Discerning Facebook users will spot them a mile off – they look false, and won’t do the job in convincing someone to download your app.

Rather than rely on stock photos, use screenshots from your app, or focus on particular features and benefits.

Do you need help designing the perfect install ad? Get in touch to chat about your next app ad campaign.

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