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Text Overlay in Facebook Hero Images: This test found that incorporating ad copy such as short slogans in a Facebook hero image helps improve paid social performance across the board, and most notably, increases site visits by 51% on average.
The text overlay in Facebook hero images is a clean way to represent your brand and capture the user’s eye right off the bat. The quality images also help optimize your Facebook ads, as Facebook will show ads that they think are quality and relevant more frequently than other ads in the account. This idea is proven by the 39% increase in impressions between ads with text overlay and those without.
Ads with text overlay versus ads without text overlay in the Facebook hero image. Data spans across one portfolio as of September 2021.
| Ad Type | Impr | Clicks | CTR | Spend | Site Visits | Site Visit Rate | Cost Per Site Visit | CPM | Instant Experience View Time |
| Standard | 148,068 | 10,101 | 6.82% | $2,133 | 4,057 | 2.74% | $0.53 | $14.41 | 13:13.91 |
| Text Overlay | 205,773 | 15,241 | 7.41% | $2,732 | 6,124 | 2.98% | $0.45 | $13.28 | 13:14.89 |
| % Change | +39% | +51% | +9% | +28% | +51% | +8% | -15% | -8% | +0.07% |
Using text overlay in Facebook hero images significantly improves performance in site visits, CTR and cost per site visit, and it is an excellent strategy for accounts looking to increase their paid social reach at a more efficient cost.
Impressions, clicks and site visits all increased when we implemented text overlay in Facebook hero images which tells us that this strategy is an excellent way to get your paid social ads in front of more users AND it is an excellent way to bring more users to your website via your paid social ad.
Our cost per site visit and CPM both decreased when we implemented text overlay in Facebook hero images which shows us that we are able to reach more qualified users at a more efficient cost.
