Answer
Sep 17, 2018 - 10:23 AM
Hey Dingane - I would actually suggest a slightly different question, if the best gross cost per lead is what you're looking for (assuming leads / conversions is your goal)
The question should really be: which photo best illustrates / matches my main appeal?
For example: check out this link:
https://www.nextafter.com/research/2017/05/how-con...
Here a stock photo with the free offer name on it beat out the actual authentic photo from the offer.
And in this example... it's two stock photos... and yet one commands a massive victory over the other:
https://www.nextafter.com/research/2016/09/how-con...
And another example...
https://www.nextafter.com/research/2018/06/how-a-m...
This shows again that the image that best illustrates the offer or a part of the offer that commands the most attraction will get the most response...
And yet another... both of these clearly use stock photos... and yet, one commands a massive three digit relative percentage gain over the other:
https://www.nextafter.com/research/2018/05/how-the...
How? It's the answer to the question i posed... one photo helps make a stronger connection to the main reason / offer for clicking..
Granted these are LIST BUILDING ads (because these organizations can't get money without first getting someone on their list...), but the common denominator i find is that the image performs best when it matches up and best illustrates what's in the text.
What I've discovered is that people scan the ads holistically. They actually read the text too. If the two don't match up, response starts going down. So even if they see the image first, the litmus test in the mind happens in the text before they act.
If you aren't paying attention to your text description, you should be. Most people do not type enough there.
Some examples:
https://www.nextafter.com/research/2017/11/how-sho...
(religious organization...)
https://www.nextafter.com/research/2017/07/how-add...
https://www.nextafter.com/research/2017/02/how-cop...
The reason why the longer ad-copy wins is because it actually answers the "why should i care" about this offer better than the other. People were finding something in the longer ad copy they could connect with more often then they did in the short... inspiring them to click and convert (give up their name and email).
So start testing! Don't focus on "stock...no-stock", focus on what's relevant and most illustrative of that.
-jon
The question should really be: which photo best illustrates / matches my main appeal?
For example: check out this link:
https://www.nextafter.com/research/2017/05/how-con...
Here a stock photo with the free offer name on it beat out the actual authentic photo from the offer.
And in this example... it's two stock photos... and yet one commands a massive victory over the other:
https://www.nextafter.com/research/2016/09/how-con...
And another example...
https://www.nextafter.com/research/2018/06/how-a-m...
This shows again that the image that best illustrates the offer or a part of the offer that commands the most attraction will get the most response...
And yet another... both of these clearly use stock photos... and yet, one commands a massive three digit relative percentage gain over the other:
https://www.nextafter.com/research/2018/05/how-the...
How? It's the answer to the question i posed... one photo helps make a stronger connection to the main reason / offer for clicking..
Granted these are LIST BUILDING ads (because these organizations can't get money without first getting someone on their list...), but the common denominator i find is that the image performs best when it matches up and best illustrates what's in the text.
What I've discovered is that people scan the ads holistically. They actually read the text too. If the two don't match up, response starts going down. So even if they see the image first, the litmus test in the mind happens in the text before they act.
If you aren't paying attention to your text description, you should be. Most people do not type enough there.
Some examples:
https://www.nextafter.com/research/2017/11/how-sho...
(religious organization...)
https://www.nextafter.com/research/2017/07/how-add...
https://www.nextafter.com/research/2017/02/how-cop...
The reason why the longer ad-copy wins is because it actually answers the "why should i care" about this offer better than the other. People were finding something in the longer ad copy they could connect with more often then they did in the short... inspiring them to click and convert (give up their name and email).
So start testing! Don't focus on "stock...no-stock", focus on what's relevant and most illustrative of that.
-jon
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