The effect of color on advertising returns

Does the color of contextual advertising influence clickthrough rate (CTR) and, if so, how much? About a year ago, I conducted an experiment and donated advertising returns for two weeks to figure this out.

The point was to try different colors and look at the change in advertising clicks and their frequency. Immediately, I’ll make a reservation that the Adsense block was always gray, and the background was black, the theme of the site was cameras and reviews.

The results were as follows (the color of the advertisement and the% ratio of the base average of the gray block of the advertisement):
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• + 70% (in principle, was very surprised that such growth was possible at all)
• + 54% (similar to green)
• + 9% (more real change)
• + 7%
• + 4% (I was almost sure that I would go to minus)
• 0 (almost one to one with gray)
• -12% (probably from people's dislike for color, or because it catches the eye, although as for me, so bright blue hinders much more)
• -31% (riddle. I do not understand why its indicators are related, in theory, the color is similar to gray)

After that, I decided to continue and left the top block green, adding a red square almost directly below it (contrary to all laws on compatibility of red and green) and received a total of almost 120% increase (the square had previously stood inside the posts and was also gray).

What was able to prove:

• You need to try all the options, even those in which you are almost 100% sure that they will not work.
• Each project requires an individual approach.
• Even the impossible is possible. Red and green in a bundle - they rule.