Advertising on Facebook is different than search advertising. This is because many times, people are looking for ads on search engines with the intent of purchasing a certain item, while a Facebook user's primary goal is to interact with the site itself, Search Engine Land reports.
This means if your company posts an ad on Facebook and it isn't either overtly creative or rotating on a regular basis, it will likely suffer from ad fatigue.
Because Facebook users are less likely to click on an ad, their clickthrough rates are much lower than search ads. Also, because Facebook users typically log on to the site multiple times over the course of the day, the ad will become less effective over time if it's shown to the user repeatedly and doesn't emit a level of freshness.
In order to combat this, you have to get creative. Search Engine Watch suggests numerous tips to avoid ad fatigue and engage a Facebook user more effectively.
For example, people are more likely to click on higher-resolution images as opposed to a fuzzy GIF file that doesn't minimize to thumbnail size properly. Thus, Google image search's advanced search options provide a plethora of royalty-free, high-resolution pictures that can be used for an ad. The news source suggests looking for photos that provide different interpretations of your ad's focus, thought leaders or celebrities associated with the topic, or relevant pop culture references.
Sometimes, you don't necessarily need an image at all to make a statement. Using words as pictures can be effective, especially if those words are in white text on a dark background.
However, if you want to stick to images, consider using familiar, attractive faces. This is a common tactic that can be successful if the face is relevant to your audience. For example, a well-known person within your specific industry or a celebrity your target users would be sure to recognize.
If you prefer to stick with general images over specific people, try using a photo that's synonymous with what you're promoting. The news source uses the example of a company that creates software to keep people organized - this business may want to consider a picture of a disorganized person in distress that potential customers can relate to.
Lastly, think far outside the box and use a random goofy, attention-grabbing image. If it's visually striking, it may be enough to coerce the user to click on the ad out of sheer curiosity.