It never ceases to amaze me how my best laid marketing plans struggle so consistently to match the power of boobs.

You might think boobs are just… boobs. Squashy mounds of goodness that sit at the heart of the WickedFire ecosystem. But actually, boobs are much more than that. They are lethal weapons of mass destruction, and when dropped in the right places, you can practically stun your readers in to handing over their credit cards.

I wish I was making this shit up.

No matter how many times I split test the effectiveness of boobs in ad images (and conveniently, I try that tactic a lot), I keep getting the same results. The ads showing boobs consistently outperform those where cleavage is tucked safely out of sight.

This is understandable if you’re promoting dating offers, a vertical where physical appearances are likely to play a significant hand. But the CTR also jumps, with the help of a little cleavage, whether you’re promoting sexy lingerie, home business kits or even your aunty’s antique decking furniture.

Boobs sell. To both men and women.

For some first hand examples of just how well they can sell, check out the Facebook Ads presentation by Shoemoney last year. I’m not a regular reader of Shoe’s blog, but the video has some great insight.

I wish turning on the money tap could be as simple as collecting a stockpile of cleavage photos, but you can probably see the flaw in that plan. Facebook is not particularly friendly when it comes to approving ad creatives that draw attention to skin.

If you’re ready and waiting to upload 63 saucy images of low-cut tops and enormous G cups, think twice about the repercussions of doing so. Have you received an email like this?

Hi useless tool who pays us money,

We’ve noticed that you are currently running Facebook Ads that violate our Advertising Guidelines or Terms of Use.

We do not allow ads to contain images that are overly explicit, provocative, or that reveal too much skin. Images of people in positions or activities that are excessively suggestive or sexual, or in violation of community standards, will not be allowed.

Please delete any ads that violate these policies within 48 hours to bring your account into compliance with Facebook policies. Continuing to run ads that violate our policies may result in additional action being taken on your account, including possible termination.

Thanks for being an affiliate so we don’t have to care about you,

The Facebook Ads Team

When I received this message a few months ago, I did what any fast thinking affiliate would do. I removed every last one of my dating campaigns and replaced them with adverts to raise money for the Japanese earthquake victims.

I feel dirty for admitting it. But the easiest way to preserve an account is to give Facebook a damn good reason to think twice before pulling the trigger. So to this day, my account looks like the workstation of a good samaritan, promoting a hundred valuable causes on budgets of $1/day.

Does this make me a bastard? Probably so.

The point I’d like to make is that sexing up your campaigns on Facebook is a risky strategy. As effective as boobs can be, you should definitely be focusing on the figure and suggestion of cleavage, rather than flat out shoving some titties in a jpeg.

I always try to aim for photos where the skin is completely hidden but the outline of the cleavage is plain to see. I don’t know what kind of science this is bordering on, possibly whatever science applies to generating a good CTR without getting banned for having a great CTR.

If you can’t bring yourself to risk banishment from Facebook, there are plenty of traffic sources that are much more lenient when it comes to allowing boobs. Christ, if you dare to venture on to a network like Traffic Junky, you’d be a square to even consider publishing an ad without full frontal nudity.

Perhaps the best advice I can offer is to actually consider why it is that boobs are so effective as marketing tools. It’s not the cleavage itself, but a subconscious switch in the user’s mind that responds to a trigger. There are many other visual clues you can use to produce this reaction, and many of them have nothing to do with sex.

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