Recently I’ve been reading through the book “Killer Facebook Ads
Marty points out that a Facebook ad image needs to accomplish two major objectives:
- Cut through the clutter/attract attention
- Lend context to the headline or vice versa
At almost the same time I was reading about this (page 140 if you’re curious) I came across the following ad in my own Facebook account:
I acknowledge that the ad successfully accomplished objective #1 because I noticed it. No small task for an internet marketer who is more well trained at ignoring ads than most. But the ad fails so miserably on objective #2 I had to post about it. So how did if fail? Let me count the ways:
- Members of the LDS church believe in modesty – the low cut tank top is sending the wrong message
- Tattoos are discouraged by the LDS church – this girl has more ink than a printer cartridge (and that’s just what you can see)
Basically, this image produces mental friction because the copy is talking about LDS dating, yet the image is in opposition to the connotation of LDS dating. I don’t know if this was a test and maybe this image got a better CTR, but my guess is that it failed to convert traffic because the message from the ad copy didn’t align with the message of the image. Your thoughts?
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