In your campaigns, each campaign item includes a thumbnail, which is the image that the users will see; and a title, which will appear under the thumbnail. Together, the thumbnail and the title should draw in the audience you want to reach, help your campaigns scale and give your users a compelling preview of what is on your landing page.

Well-crafted titles and thumbnails can increase clickthrough rates (CTR) substantially, whereas misleading ones can lead to poor performance and other issues.

The title is where you deliver the idea of what the content in your landing page will talk about, as well as communicate your content’s tone and style. Using a strong, clear title should help get users to click on your items.

For example, assume that a financial advisory firm has an offer for a free consultation discussing retirement packages for consultants. They are considering two different title options:

The second title is more engaging. There is a clear target audience (consultants), a sense of urgency (today) and a clear benefit (retire 5 years early).

For more recommendations on how to create compelling, clear, and clickable titles, see our Creative Best Practices.

Before even reading the title, users will often see the thumbnails first. For this reason, the images you use as thumbnails for your campaign items should be eye-catching and intriguing, in order to drive engagement from users.

For recommendations on thumbnails, see our Creative Best Practices.

Test different combinations of titles and thumbnails in order to see which one gets the best results. You can learn more about A/B testing here.