Gingers Vs Blondes Vs Brunettes – Proof That Gingers Are Taking Over The World


Gingers usually get a hard time and as a fellow ginger I think I know why.

In essence it is because we are genetically superior, no – seriously!

Our ability to absorb higher quantities of vitamin D strengthens our immune systems giving us a head start in the health stakes.

Jazz Hands

I realise I’m clutching at straws here, Google it though ^^

So I decided to set up a test to settle the argument once and for all. After all, data does not lie!

So who is truly superior? Blondes, brunettes or gingers?

Blondes Vs Brunettes vs Gingers

To find out I setup a new Facebook Advertising Campaign split testing 3 different adverts spending a total of $300.

I wanted to see which advert would catch peoples attention the most and get the highest click through rate and lowest cost per click.

Side note: The adverts below are named AD2, AD4 and AD5. The reason the numbers aren’t sequential is because AD2 was the proven winner of my previous Facebook campaign.

Advert 2

This advert was the clear winner of my previous Facebook Ad campaign. I took this advert, cloned it and changed the image to create the other adverts below.

Previous Facebook Advert Winner Brunette

Advert 4

Everything is identical to AD2, except for the image!

Blonde Facebook Advert

Advert 5

Everything is identical to AD2, except for the image!

Ginger Facebook Advert

The Results Are In!

The campaign ran for a few days and spent a total of $300 targeting people interested in blogging, wordpress and blogspot etc.

Here are the results-

Ad Impressions Clicks Cost Per Click Click Through Rate
AD2 (Brunette) 41,349 336 $0.18 1.14%
AD4 (Blonde) 41,674 279 $0.19 0.96%
AD5 (Ginger) 153,223 1,201 $0.17 1.60%

(report screenshot here)

We Are Coming For You!

As you can see from the results, gingers are better than brunettes and brunettes are better than blondes! It’s not like it was even a close battle either!

Gingers get 40.4% more attention than brunettes and 66.6% more attention than blondes. Where as brunettes only get 18.7% more attention than blondes.

Gingers are taking over the world, one click at a time! Data does not lie!

2,851% & 2,691% ROI Facebook Campaigns

I setup 2 separate Facebook campaigns spending a total of $599.91 generating a total of $17,204.46!

Campaign Cost Income ROI
#1 $300.00 $8,883.76 2,851%
#2 $299.91 $8,370.70 2,691%

Next week I’m going to be revealing all of the juicy details behind both campaigns including the adverts, the targeting, the landing pages and more!

I’ll show you how to setup your own high performing Facebook ad campaigns step by step free of charge!

I promise you won’t have seen anything like it before! Save your money and take advantage of my 100% free Facebook advertising guide!

UPDATE: The guide is now available right here.

131 Responses

  1. 3.7.2014

    Now that’s how to be creative with your marketing budget.

  2. 3.7.2014

    Nice title it got my attention from the start. Thank you for the interesting Facebook experiment.

  3. 3.7.2014

    Interesting stats Matt
    Is it just nature? Maybe more gingers are on Facebook than others ;)

    Waiting for the next week details

  4. Emiel

    AD5 wins because of the eyes I think
    Made my stomach twist, miauw :)

  5. 3.7.2014

    Matt my girlfriend is ginger, she’s going to love this. She’s constantly telling me ginger girls are the fittest.

    I’ll never hear the end of it…


  6. 3.7.2014


    You let me down, man. I expected to see images of hot chicks. Where are they??!

    (Just kidding) ;)

    By the way, I knew that orange and red colours are the best for ‘buy now’ buttons. Not a very direct analogy with the results of your experiment, but anyway perhaps it has something in common on a deep psychological level :)

    • March 7th, 2014 at 12:00 pm

      Haha Facebook are pretty strict on what you can use.

      Actually button colour greatly depends on the rest of the site design. Eg if you have a red site, you would use contrasting green buttons etc

  7. 3.7.2014

    hey Matt, good test but I disagree with your inference of the data.

    Look at the 3 images again and take the hair color out of the equation. I think the element that most stands out in AD5 is the expression and posture of the girl. Its as if she is waiting for you in a very innocent yet seductive manner :P

    Same isn’t the case with the other 2. The brunette is clearly excited by something off screen, most likely a computer in her hand. The blond isn’t looking at you either. The Ginger though is looking directly at you.

    I think the results might have more to do with that fact than the hair color. Would be interested in what you think about that :)

    • March 7th, 2014 at 12:01 pm

      I think all of your points are valid and will make for some interesting future testing!

      • March 10th, 2014 at 3:05 pm

        Maybe you should take the same image and photoshop the hair colour?

        I think the redhead image has click me eyes ;-)

  8. 3.7.2014

    As a blonde I am saddened by this…note to self change all pics to gingers

  9. 3.7.2014

    The ginger one is pulling a more seductive look though! (Probably because she’s ginger and a bit desperate…:P)

    • March 7th, 2014 at 12:02 pm


    • Jake Johnson
      April 6th, 2016 at 5:54 pm

      Friendly reminder that just because you’re desperate or whatever doesn’t mean you can project your desperation onto her for making a sexy look

  10. 3.7.2014

    Wow amazing. I have ginger hair, so my online success is assured!

    It may be because you see blonds and brunettes everywhere, so ginger stands out. On the internet, standing out counts for a lot.

    I was going to say it might be something to do with the eye contact she’s making with the camera, but the brunette has a slightly higher CTR than the blond, and she’s not looking at the camera at all.

    Very interesting Matthew – food for thought.

    The only problem is that everyone will now start using ginger models in their ads and it will no longer stand out!

    • March 7th, 2014 at 12:02 pm

      Yeah the brunette ad was the ‘benchmark’ as that had already been heavily tested where as the other 2 were fresh and new to see if the brunette benchmark could be improved on.

  11. Mac

    Nice comparision Matt :D

    My beloved wife is actually red hair, and I was wondering why friends say that I’m under the thumb!? Now it’s clear, she’s just superior kind :D

    Btw, I’m sure you know Charles Ngo blog on ppc, it’s great, however imho he’s leaving some gaps explaining the very basics, would be nice to read COMPLETE guide on here ;)

    all the best

    • March 7th, 2014 at 12:03 pm

      I haven’t read his stuff for a while, any specific things he has done I should look at?

  12. Carl

    This is one of the most entertaining and interesting posts I have read in a long time!

    As a ginger myself, I obviously knew we are supreme to the more common and boring blondes and brunettes of the world, however love seeing this used as part of a split test.

    Now I realise the angle of this was to have a little bit of fun, however I wonder how much much this was down to the hair colour, or in fact other contributing variants on the advert… For example the size of the face in proportion to the whole image space is much larger on our ginger sister and the larger, come to bed eyes are also more engaging (wow are they engaging.

    despite her eyes, on a side note I have to admit that I would have never dated a ginger girl myself…. I think people always assume you are related and are performing some unholy act of incest…

    Great post Matt!

    • March 7th, 2014 at 12:04 pm

      Yeah there is a lot of variance in the image, but I’m sure a repeat test could remove any doubt :)

  13. 3.7.2014

    Everyone knows that Gingers have no soul, can’t be seen in a mirror and have to hide from sunbeams. You can’t impress me with that campaign.

  14. 3.7.2014

    Now, that’s not fair. If you had used the ads at exactly the same time, and for exactly the same audience, I bet you would have received different results :)

    I should be more careful about clicking on emails that you send out hereafter.

    • March 7th, 2014 at 12:05 pm

      The ads were used at exactly the same time, with the exact audience targeting.

      In fact there were 6 audiences targeted, each of them shown these 3 ads in a split test making for a total of 18 ads.

      The summary of data is how all of those ads performed across every target.

  15. 3.7.2014

    Sucked me in with this header Matt – will submit to inbound for ya!

  16. 3.7.2014

    Did you use the same person on every ad and just changed the hair-color or did you use 3 different persons? Because if you used different persons, it not necessarily the hair-color that led to the decision to click…

  17. Mr Ginger Lover


    You got the wrong image, again. Try this…

    • March 7th, 2014 at 1:12 pm

      LOLOL. If the ads are anything like banners then technically the uglier they are the better they should convert!

  18. 3.7.2014

    Could be the fact her eyes are more prominent rather than her ginger locks (as lovely as they are!).

  19. luqmankyz

    I glad I recently subscribed to your newsletter! :D

    I’ll be waiting to know more about generating leads from facebook ad campaigns in a smashing Matt style!!

  20. 3.7.2014

    Completely agree with Asim and a few others – the ginger girl is completely directing attention to the reader with her pose & piercing eyes: the intent is pretty clear.
    So next time how about the same pic and changing the hair/eye colouring only.

    Ps Cheers for the good work on the blog – still reading after circa 7 months and still recommending it.

    • March 7th, 2014 at 1:11 pm

      A follow up will be done :) Just need a graphics designer to hack the image up :)

      • March 8th, 2014 at 11:05 am

        would be happy to do that mate :D

        Just send me raw image that you used.


  21. 3.7.2014

    Hi Matthew,

    I’d say the last advert got more clicks because the model is looking straight at you, as others have pointed out.

    Would be interesting if you had the exact same picture but just changed the hair colour in photoshop.

    However the data that suggests pictures where the model is looking straight at you (in an intriguing manner) gets more clicks in interesting regardless!

    • March 7th, 2014 at 1:10 pm

      When I publish my full campaign details you’ll see that the first campaign had direct looking images, which both lost out to ad number 2 significantly which is why it was carried forward to the 2nd campaign this data is from.

  22. 3.7.2014

    Fun fodder my man (and long time no speak) but c’mon – the image won, not the hair colour!

    Photoshop the 3rd image (winner), as blonde, brunette and red and test again.

    I dare you. (If only because I want to know the answer and am too lazy to run it myself…)

    • March 7th, 2014 at 1:09 pm

      I’ll run a follow up test for sure! Doing a lot of things on FB at the moment so always looking to optimise!

  23. 3.7.2014

    Can’t wait for next week’s post with the details.

  24. 3.7.2014


    Great post again.

    I had a question as I was looking at your links on the right inside.

    What do you think about link wheels? Are they Still working according to you?

    Also whats the landing page builder that youre using with that cool picture in the background?

    Thanks so much for your knowledge!

  25. 3.7.2014

    Let’s face it Matt the only accurate test is if you run a campaign as such.

    1 jimmy crankie with a blonde wig
    2 jimmy crankie with a dark syrup
    3 jimmy with a ginger rug on

    All things being equal with Jimmys kipper being the constant

  26. 3.7.2014

    Hi Matthew,

    Were these ads part of same campaign or separate campaigns. Because if these were part of same campaign then facebook automatically promotes those ads which perform better initially.

    This is also clear by no. of impression. Though click through rate is anyways higher in AD5 but i think it may be give different results in separate campaigns.

  27. 3.7.2014

    Uh oh, my girlfriend is a blonde, should I be worried about her online presence ;)?

    • March 10th, 2014 at 8:44 am

      Nah blondes probably can’t work keyboards anyway ^^

      • March 26th, 2014 at 8:05 am

        Well at least we can go out in the sun! :P

  28. 3.7.2014

    I think the last ad was a winner because of girl eyes. She has amazing eyes to be honest.

  29. Peter Bisset

    I’m sorry but that is cheating!… the red head looks far more seductive than the other 2. They all need to be in the same pose with the same background!

  30. gen

    As long as I know probably this stats are not correct. Is not true than more comments and likes will increase exposure? So that makes facebook so random. What about timing? Did you run all campaings at same time? And what about useless users? Are they interested in your product or are they just voting hottest girl? Anyway nice experiment. I would repeat it chasing only other girls.
    I just read timing was ok, so forget this point :)

    • March 10th, 2014 at 8:42 am

      There is nothing random about getting likes/comments – thats market research, learning about your audience and the emotional triggers to use to get people to take the action you want them to take.

      Just under 40% of people convert on the back end

      • March 11th, 2014 at 12:28 am

        You are right, I got your emotional point and its a very interesting way of doing tests.
        Anyway, random was not probably a good adjective. What I mean is when you get more likes and comments, that increases chances to get even more likes and comments. So it´s hard to see it like a fair competition.
        I see it like a race where first minute winner will probably always be final winner, and that makes it harder to analyze results.
        Just talking about my little experience, correct me if I´m wrong. Thx 4 replying us!

        • March 11th, 2014 at 8:54 am


          Yes getting more likes/comments will increase your organic reach – but its as fair as can be. Just like a site consistently converts at a certain % even though different people are viewing it each day, the same applies here.

  31. 3.7.2014

    Blondes, Brunettes or Ginger… They are all gorgeous and I would have clicked on all of them! So my clicks are probably not a good indication for your data! LoL!

    On a serious note I have dabbled a little with FB ads and one thing that I learnt is it involves a lot of split testing, not only the images but titles, wording, background color and buttons. The next most important was the landing page which has to be designed to catch and convert the reader.

    It was an interesting experience and a lot of CPA marketers use FB ads on a daily basis. Infact the budgets they go through are sometimes mind boggling. I think I just managed to break even but then got into SEO.

    Will be interesting to see your case studies! Can’t wait! Thanks Matt!

    • March 10th, 2014 at 8:41 am

      Hi Munir,

      Based on your experience do you have any conversion tips?

  32. 3.7.2014

    It’s not the color of the hair, it’s just that the third girl is the hottest:)

  33. 3.7.2014

    haha great study but i think you should have used the same pic for every ad and change the hair color in photoshop. This way theres no room for grey area in the results.

    Anyways cool stuff! Looking forward to the facebook campaign post.

  34. Chris

    Not exactly your standard ‘ginger’ is she Matthew?

    And before you answer, you best know that I’m Scottish and so an expert in gingers…and ugly women.

    Thank G** for the Polish.

    • March 10th, 2014 at 8:40 am

      I have never seen so much wrong and right with a comment at the same time lol

  35. Phil

    Great split test Matt, I love it! As I’m trying to get a foot into FB advertising this comes perfect now. I’m excited to see your tutorial next time!

  36. 3.7.2014

    Good test. If anything it shows how important image is over text as well as the importance of split testing.

    Still… is having no soul really worth it? :P

    • March 10th, 2014 at 8:38 am

      I would say the image accounts for about 70-75% of the impact

  37. Guillermo Velderrain

    THis split test is genious
    where is the income coming from?
    all this new poepleare buying your stuff?

  38. 3.7.2014

    Very interesting, I have a fan page and the profile picture is just a cropped picture of a woman with ginger hair. I cropped so that just her eyes and part of hair is showing – like she’s taking a peek at something. Eyes are seductive with ginger hair color.

    When I run ads using that page (it’s a generic page so I can test news feed ads) it tends to get a lot of likes versus using something like a sports fan picture of the stadium or mascot.

  39. 3.7.2014

    My take is its a lot more than hair color. The red head’s eyes are gorgeous and they have to be the reason that she worked so well. If the blonde had a happy laugh like the brunette she most likely would have out pulled the brunette.

    Us red heads do belong at the top of the heap and left- handed redheads are the best of all!

  40. Andrew Riedel

    You had me at “Ginger”! Great post, creative way to relieve the boredom Matthew. Keep ’em coming.

  41. gwebs

    As a fellow ginge Matt, i know your pain ( im more of a silver fox now tho : ) )

    but the ginger lady is a FOX!!!!!

    • March 10th, 2014 at 8:36 am

      You mean we actually go grey? I thought we went that weird washed out monkey urine yellow colour

  42. 3.7.2014

    Hey Matt – Cool experiment. I’m looking forward to seeing the future posts!

    I know this post was all about gingers…

    But d***, look at the ROI. That got my attention more than AD5. :)

  43. 3.7.2014

    Lol Matt that is a bit loaded. The girl with the “ginger” hair is mre attractive and has piercing blue eyes.
    Run it with Megan Fox as the brunette and see what happens lol

    • March 10th, 2014 at 8:35 am

      I would rather avoid the legal issues of using Mega(n) Fox :)

  44. Tim W Roberts

    Good stuff Matthew,

    The Click thru I would imagine is much higher using the female pictures compared to a male or graphic. Do you know how the conversion rate holds up in comparison?

    I could see a number of people clicking those ads in a knee j*** reaction (not that I’ve ever done that… uh never…) but not for the reason of learning how to build a blog.

    • March 10th, 2014 at 8:39 am

      I haven’t tested things like that, yet :)

      The backend converted at just under 40%

  45. 3.8.2014

    What happened to the silver and white haired people?

    Got to agree out of the three I would pick the redhead but its more for the eyes and seductive pose – not that I want to be seduced!

    Are you going to try this with other body parts – like is big always better?

    Always enjoy your stuff Matt keep up the great work.

    • March 10th, 2014 at 8:35 am

      Interesting hand’t considered using a silver fox! Will throw that into the mix next time!

  46. 3.8.2014

    Hi Matt,

    “Three beautiful girls, two souls”

    Anyway, that ginger is freakin’ gorgeous. That would get my attention, most definitely. The brunette and the blonde are ok, in my books. I say the experiment is rigged! ;)

    Keep on truckin’,

  47. washington

    Thanks for the great insight, after hoping from expert to expert I discovered nothing beats information from Mathew Woodward, this whole blog is like a beehive of learning information that would easily make up a course, thanks for sharing your experience for free.

  48. 3.9.2014

    Wait! I think it’s the eyes! ;-)

  49. 3.9.2014

    I’d like to see the results of the same campaign, with the same girl with all three hair colors. I think the ginger won because she’s simply the most attractive of the three.

  50. 3.12.2014


    Very interesting. Curious to know in detail how facebook ads converted into revenue.

  51. Jimbo

    Im calling a bluff. I think she not a real carrot top but is d*** sexy though. Something about green eyes as well. So nuthn new. S** sells!!!
    No offense to all the gingers BTW…

  52. 3.20.2014

    The ginger is just hotter then the others.

    Maybe you just need pictures of hotter blonde and brunette.

    Although going on tumblr you will see allot of ginger worship blogs, and not hardly any blonde or brunette blogs.

    • March 20th, 2014 at 7:31 am

      Haha not spent a whole bunch of time on tumblr will check it out!

  53. 3.26.2014

    I think a fairer test would be to photoshop the winning image and change the hair colour that way as long as it looks natural. Drill down.

  54. 4.1.2014

    The clicks had nothing to do with the hair color, look at them eyes they are mesmerizing.

    • April 2nd, 2014 at 1:02 pm

      I have ads running right now with the same image just different hair colour to test :)

  55. 4.3.2014

    Matt, I wonder why you didn’t choose a graphic that is more relevant to your offer instead of a generic babe. Maybe you’d get even better conversion than the brunette graphic.

    • April 4th, 2014 at 7:23 am

      Because I’m an experienced marketer and know that females get more attention than anything else, even from other females. The image is the attention, the headline is the targeted hook.

      Although if you have an image you would like me to test – send it over!

  56. 4.9.2014

    Nice experiment, I wonder what would happen if you put an ugly ginger a hot brunette and an ugly blonde, or even better three equally hot girls.

    The ginger girl is by far hotter than the other two! maybe that is the reason of her success.

    I’m going to read the Facebook Marketing Strategy, Thanks!

  57. 4.18.2014

    So you are testing your best converting Ginger ad with brunette. Just saw the ad on facebook. Will wait to see the results..

  58. 5.18.2014

    My daughter is a ginger ninja and she definitely gets more attention that an average three year old, it can be quite crazy at times! Maybe part of my blog’s success is photos of her lol.

  59. 7.27.2014

    You are right, data does not lie. But it can be misinterpreted and I suspect that’s what’s happening here. Human brains are heavily programmed to recognise and respond to faces and, as a part of that ‘software’, the eyes are incredibly important in this application. The eyes of your ginger model are so much more ‘noticeable’ than the others that the other models don’t have a fair chance at getting the jackpot.

    I note someone else suggested using the same model but changing the hair colour, which is fine. However I would suggest you also, somehow, change the eyes (or perhaps eye colour) and then see what happens.

    Also, I have read and noticed that while the eyes are important, they have to be either looking straight out at the reader or looking at the text advert.

    • July 28th, 2014 at 1:40 pm

      A good observation and a reader sent me the modified images using the same ‘eye’s picture just need to take a look through the data at some point :)

  60. Adam

    Of course if you have a hot ginger and the other two people are meh everyone will pick the ginger!

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