Facebook Advertising Case Study
Recently I was tasked to run a national campaign for a client. The client has a very specific demographic making the campaign a little easier to run. Any good inbound marketer will tell you to constantly monitor ads for reach, CTR and conversions. Ads should also never run with the same image/content for more than a week or 2.
That works out well for this particular campaign because there is a different conversion every week so I am almost forced to change the ad weekly.
What I Discovered
Marketers will always tell you one thing works over another, and they are the experts so you will likely believe them. However without proof they are just spewing hearsay. I will provide you with proof that Facebook Ads using an image without text perform better than ads with an image.
For this particular pair of ads I used the exact same ad copy, the exact same target markets and the exact same demographics. In fact it is the same ad with one difference.
For Ad A I used an image with text. For Ad B I used the same image without text. Really not to significant one would think but it actually is.
Drum Roll Please
The Ads will stop running the day of this post. With about 9 hours left on the ads here are the results….
Ad A-Image with Text: Clicks 202 | Actions 185 | CTR 1.70% | Avg CPM $9.04 | Avg CPC $.53
Ad B-Image without Text: Clicks 553 | Actions 442 | CTR 2.12% | Avg CPM $8.28| Avg CPC $.39
Not only did the Ad B perform much better, more than doubling the clicks and actions, but it cost less money.
You might be getting different results than me, I don’t know. Perhaps your demographics are different than this campaign. For example I would not consider the images I am using with an all male audience. I am sure someone will try to challenge my findings and maybe it’s true, maybe you achieved different results. Show me the proof as I would be very interested in seeing them, and sharing them with my audience.
What this really means is you will want to test your ads, and constantly tweak them to maximize your potential conversion rate. Don’t set it and forget it. I tell my clients all the time that the set it and forget it method of web marketing will not achieve long term goals. You may see instant gratification but is that what your business needs?
You will also want to use the Power Editor to manage your ads. Recent updates to the Power Editor make advertising to very specific demographics, editing ads and managing ads even more robust.
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