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8 Ways to Make Your Ads More Interesting With Stock Photography

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8 Ways to Make Your Ads More Interesting With Stock Photography

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  1. 8WaystoMakeYourAdsMoreInterestingWithStockPhotography Whenanadvertisementiscreatedandpostedontheinternet,it'scustomarytousestockimages.Onewaytomakeyouradsmoreinterestingisbyusingan appealingimagetoattractattention.AndIknowwhatyou'rethinking— stock imagesarejustusedbycompaniesbecausetheyhavenomoneyandcan'taffordtheirownphotographer— butthat'snottrue!Thereareactuallyeightwaysforyoutob u y s t o c k i m a g e sforyouradvertisementswithoutgoingbroke. Someofusneedmoretimeortheabilitytokeepanextensivecollectionofprofessionalphotosforourbusinessads.Manyofthepeoplereadingthispostaredigitalmarketersandbusinessownerswhowanttobeabletoruntheiradswithoutspendingalotoftimeinaphotostudio.Althoughphotographyisacreativeandenjoyableprocess,itcanalsocosttimeandmoney. PeoplewhoneedmoretimeorinclinationtouseafancyDSLRarenotalone.Stockphotographyisanexcellentoptionforbusypeople.Itdoesn'tmatterifyouwanttoaddaphototoyourFacebookadorGoogleDisplay;youneedavisualelementthatappealsdirectlytoyourtargetaudience.Stockphotographyisavaluabletoolformodernmarketers. First,... Whatisstockphotography? Stockphotographyisacollectionofphotosavailableforpublicuseundervariouslicenses.StockphotographyismorepopularthanInstagramorGoogleAds.Itwasactuallyinthe1920sthatH.ArmstrongRobertscreatedstockphotographytosavepublishersmoneyonprofessionalphotographersfortheiradvertisingneeds. Thenumberofphotostakenhasincreasedexponentiallysince2000.Thisisinadditiontodigitalcamerasandmobilephones(rememberwhenthatwasadistinction?).Theyareeasiertoaccessandhaveimproved.Thishasledtoanincreaseinstockimages. Manystockphotoswon'tmakeyoufeelguilty. Let'smoveontothehistorylesson.Manypeoplearenowfamiliarwithstockphotography. Somecanevenspotastockimagewhentheyappear.Youmightthinkthatallstockphotosare

  2. clichédandcheesy.We'veallseenenoughstockimagesofsalespeoplewearingsuitsandheadsets.clichédandcheesy.We'veallseenenoughstockimagesofsalespeoplewearingsuitsandheadsets. However,ifyouusestockphotographywell,itcanbehighlyeffectiveandmakegreatads.Let'slookatwaystoensurestockphotographydoesn'thurtyourmarketingefforts. Avoidbeingsued Don'tlaugh.I'mserious.Stockphotographyisnotimmunetothis.Thisiswhyitisessentialtofollowtherulesconcerningstockphotography.Let'snotletlawsuitsruinyourbusiness.They areexpensiveandtime-consuming;frankly,therearebetterwaystogetattention.Thesearethethreetypesofstockphotographyyoushouldbefamiliarwith: Royalty-FreePhotos:Thisisthefollowingmostcommonlyusedlicensethatyouwillseewhenlookingaround.Thisallowsyoutopayonce,andthelicensewillbere-purchased.Youmust understandandreadthefineprint,includingtheattributionrequirements. RightManaged:Commonstockphotographylicensesallowone-timeuseofthestockphotospecifiedinthelicense.Therearebetterwaystousestockphotosinadvertisements.Youwillneedanotherlicensetousethephotoinasecondadvertisementoronadifferentplatform.ThebestthingaboutRMisthatitallowsyoutopurchaseexclusiverightstoastockphoto.Thiswillpreventembarrassingmomentswithacompetitor. Findstockphotosthatdon'tlooklikestockphotos We'veseenthousandsuponthousandsofimageswithsimilarlooks,soit'snotajoke.Thesestockphotosarenotagoodchoiceformarketers.Insteadofaddingavisualelementtotheir ads,theyaddanelementofcheesinesstothead.AccordingtoMDGAdvertising,67%ofonlineshoppersconsiderhigh-qualityphotos"veryimportant"intheirpurchasingdecision. AnnaJohansson,business.com,saysthatstockphotosareeasilyidentifiableandoverused.ConsiderJenniferAnderson,theinternet's"EverywhereGirl."Herfacewaspaintedbymanyoftheworld'slargestbrands,suchasMicrosoft,GreyhoundBusLines,andHewlett-Packard. IbelievewowwhenIseeadvertisementswitheasilyidentifiablestockphotos.Thatmarketerwasbeinglazy.Whenchoosingtobuystockimagestouseinyouronlineads,yourgoalshouldnotbetoselectaphotographthatcommunicatesthetoneandmessageofyourcampaign. Thinkabouthoweffectivelyaphotocanenticeuserstoclickonyouradsandfollowyourmarketingfunnel.Thesecriticalquestionswillhelpyouchoosethebestvisualsforyourad. 3.Savemoneyforstockphotoads Althoughyoumightdecidetosearchforstockimagesinthepublicdomain,itisstillessentialthatyouhaveabudgetforstockphotographyads.Therewillbeoccasionswhenbuyingthe rightstoaphotographisworththeinvestment.Forexample,ifyourcampaignisthemostimportantoftheyear,you'llwanttousephotosthataren'tavailabletoyourcompetitors.Budgetisjustascrucialforgettingyouradsinfrontofyourtargetaudience.OnegreatstrategyistousetheGoogleDisplayNetworktotargetspecificonlinelocationswhereyouraudiencehangsout.AnotheroptionistousesocialadvertisingplatformssuchasFacebook,Instagram,orTwittertoreachhighlytargetedaudiencesandgetyouradsseenbytherightpeople. AlthoughIdon'tintendtogotoofarintothistopic,Iwantedtoremindyoutoconsideryour budgetwhenbuyingstockimagesforyourads.

  3. 4.Selectanimagethatisrelevanttoyourmessage. Irrelevantadshavebeenseenmanytimes.SupposeyouscrollthroughInstagramandseeanadorablephotoofapuppywearingsunglasses.Youmightinitiallythinkthisisanadvertisementforashelterforanimalsorsunglasses.Youthenlookatthecaptiontorealizeit'sanadvertisementforfinancesoftware.Huh,strange... Youraudienceshouldbeawareofyourads.Itwillincreasetheirchancesoflosingtrustinyourcompanyandabandoningshipbeforetheyengagewithyourad. HarpoonBreweryavoidsirrelevancyanddoesagreatjob.Althoughtheyusecutedogsintheirads,theyneverforgettostaytruetotheirbrandbyincludingtheirproductintheshot.Seetheexamplebelow.ItwouldbemisleadingiftheFacebookadfeaturedjustthedog.But,becausetheirbeerisalsofeatured,itpowerfullyusesimagery. Althoughyoucannotaddyourproductstostockphotographs,youcanselectrelevantimagesforyourbrandandadvertisinggoals.Youcanensurethatyouradsarerelevantbyfocusingonthemessageyouwanttoconvey.Whatisyourultimategoal?Howcanyoucommunicateyourendgoalwithasfewwordsaspossible? Tograbattention,useemotionalandhumanphotos Howdoyouknowifyourstockimageisauthenticenoughtoprovokehumancuriosity?Yourintuitionwillguideyou!Useyourintuition! Photo ThisFacebookadisanexcellentexampleofhowactualhumanemotionscanmakeadsmore engagingtotheiraudience.Thisadshowstwofriendshavingfuntogether.Idon'tseethemlookingboredintheirclothes,butIdoseethemodels.Thesepositivefeelingswillencouragemetointeractmorewiththeadvertisementandtovisitthewebsitetofindoutwherethemodelspurchasedtheiradorableclothes. Stockphotoswillcaptureyouraudience.Humansrelatetoeachother,soitisessentialtousethem.Chooseimagesthatarehuman-likeandconveythemessageyouwanttocommunicate. Besimple

  4. Youmightbetemptedtopicksuper-busyimagesinvariousbrightcolorswhenchoosingYoumightbetemptedtopicksuper-busyimagesinvariousbrightcolorswhenchoosing tostockimagesforyourads.Althoughsomesituationsrequiremoredetailedphotos,itisbesttokeepyourimagessimple,clear,andconcise.Itisessentialtoconveyaclearmessagetoyouraudience.Pushingthemintochaoswillbelesseffective. Considerhowyouwantyouraudiencetofeelwhentheyseethestockphotos.Excitement?Joy?Fear?Fear? Youdon'thavetochangetheimagetomakeitmorerelevant Stockimagescanbepersonalizedtoreflectyourbrandandmakethemmorerelevanttoyourmarketingcampaigns.Asimplecroporaddingtexttoaphotocanmakeitmorerelevanttoyourads.Remember,youmustlegallycheckthelicensingtomodifystockphotos(seetipnumberone).That'sthelicensingthatappliestothatspecificimage. TestyouradswithA/B Yourimagecollectionwillgrowexponentiallyifyoubecomeanexpertinstockphotography.Therearemillionsuponmillionsofstockphotosonlinetostockimages.Onceyouhavemasteredselectingtherightimagesforyourads,feelfreetogetgreedy.Thismeansyoucanusemorethanoneimageperadvertisement.Youwillbemoresuccessfulifyouradcampaignhasmultipleversionswithdifferentimages. A/Btestingisamethodthatallowsyoutosimultaneouslyruntwoadstothesameaudiencebutswitchout50/50toseewhichoneresonatesbest.BothadsshouldbeidenticalintermsofCTAsandcopy,butIrecommendthatyouuseadifferentstockphoto.Youcanbeconfident thatthedifferentimageisresponsibleforthedifferencesinreaction. Youcantestyouradstofindtheimagesthatresonatewithyouraudience.Thiswillallowyoutomakemoreconversion-worthychoiceswhenbuying stock images forfuturecampaigns. Stockimagesdon'thavetobescary.Thesetipswillhelpyoumakeyouradsmoreengagingandvaluable.

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