When building a campaign, there are so many different aspects to remember. Lately, I have decided to pay extra attention to some of the ‘smaller’ issues when building campaigns on various traffic sources, and my conclusions have been very successful.

Most recently, I looked at the difference between light vs. dark images especially on Facebook and MySpace. I am working on this theory on Plenty of Fish as well. Here’s what I found.

Light or Dark Pictures?

I ran over 100 million impressions testing this theory, and to be honest, I am not that impressed with the results. They were mixed at best. Just like my post about increasing FB ads CTR, I tested 4 campaigns. Two were on MySpace, and two were on Facebook. The example above is of Facebook ads, but I used the same idea when creating MySpace ads.

The Overall Numbers

This case study involved 4 campaigns, 3 different offers, and extremely different demographic targeting.

Campaigns: 4
Ads: 8
Light Picture Ads: 4
Dark Picture Ads: 4
Light Picture Ads CTR: .226
Dark Picture Ads CTR: .187
Total Impressions: 127,000,000

If you read my other case study post, this analysis is going to be very similar. Here’s a breakdown of each campaign, with a brief discussion about the demographics and the results I noticed.

Also, each campaign included one dark and one light ad.

Campaign 1 (MySpace)

Dark Ad
Impressions: 11.7M
CTR: .20%

Light Ad
Impressions: 12.5M
CTR: .18%

This was one of the first campaigns I tested this theory with, and I went into it thinking the dark ad would do better. Turned out to be a very slight difference, but the ads converted just about the same, so I was happy with this test.

The other assumption I made from this test, was that there is a border of white around the 300x250 ads on MySpace which could help draw attention to a darker colored ad in that block.

Campaign 2 (MySpace)

Dark Ad
Impressions: 3.3M
CTR: .12%

Light Ad
Impressions: 6.2M
CTR: .16%

These ads did not convert as well, hence the smaller number of impressions. They were both 728x90 and I have not been able to get that block consistently profitable.

Campaign 3 (Facebook)

Dark Ad
Impressions: 1.5M
CTR: .31%

Light Ad
Impressions: 1.6M
CTR: .45%

This was a  younger demographic, and fairly targeted (I used keywords). I was also first to enter the market on this demographic and offer, so I ran into very little competition. The light ad had a more appealing picture (in my opinion) which probably lead to the results above.

Campaign 4 (Facebook)

Dark Ad
Impressions: 41M
CTR: .116%

Light Ad
Impressions: 49M
CTR: .112%

These ads were fairly open in terms of demographic targeting, and ran for over a month.

I actually thought the dark ads would perform better because both Facebook and MySpace are largely ‘white’ with their layouts.

Like I said, I really thought the dark ads would blow the lighter ads out of the water. However, you could make light ads VERY appealing, especially on MySpace.

Overall, I was happy with this study because it helped reinforce the idea of how many different aspects actually go into making an ad. Sure you could throw a set of images together, or you could test it systematically and understand (or try to) what is bringing your success or failure.

Coming Soon

My newsletter image in my header is very weak, I know this. Right now, it’s a placeholder until I compile a bunch of things to give away. I’m working on getting a few interviews with some true ballers, doing some additional case studies, and compiling some other great information that will help you make more money. If you don’t sign up now, don’t worry, you will still get the information when I actually release it. I’m hoping that is in the next few weeks.

Also, I created a method to make Facebook ads extremely fast, and 100% manually. If you do not want to spend the $200 on the FB Ads Manager, I’ll be making a video of how you can do it manually. Definitely not as fast as the manager, but much faster than doing it the ‘normal’ way.

Is there anything in particular that you would like to see? Case studies, post ideas, etc. Let me know in the comments and I’ll see what I can do.

Think little goals, and expect little achievements.
Think big goals and win big successes.