was really surprised by the good reception of the Facebook Ads experiment to find out which banner had the best CTR. Thinking about it, it was probably due to the attractive prizes, such as the 1.5 second hug “with love”, among others
Those who have participated in the webinar on “Facebook Ads Introduction” already know that there was a surprise that nobody really expected (myself included). Only 6 of the 131 people who participated managed to guess the correct banner. The man who came closest almost hit the nail on the head with the CTR, being only 0.2% below the real figure. Impressive, I take my hat off (I have already sent you an email by the way so you can choose your prize).
Congratulations to the winner Juanjo
I have taken advantage of the survey of readers of turkey telegram data this blog to compare expectations with actual results and draw additional conclusions from it. I was also interested in finding out possible differences between the 2 sexes so I have analysed them separately. For a comment to provide valid data it had to have chosen a specific banner (not several) and provide a precise CTR instead of a range
So here are a couple of background data from the survey :
131 valid votes in total (52 women and 79 men).
8.36% average CTR between both sexes (6.48% CTR estimated by men on average and 11.22% CTR estimated by women on average).
71.2% (8.7% CTR) of women and 64.6% (7% CTR) of men identifying the right target chose banner number 2 as the winner.
What was really amazing was that it seemed like almost everyone agreed on the potential winner: banner number 2. Then I did some research and realized I had given away too many clues. If you read my post carefully (which surprisingly many have done) you could read between the lines that based on what had shopping data worked for me in the past, the green banner with the speech bubble would have the best chance of getting the best CTR.
So I was also interested in finding out the second winner (according to the respondents). Here women and men had a slightly different opinion: banner number 1 was the favorite of men (12.7% of the votes) and number 4 turned out to be the second most chosen by women (13.5% of the votes). Interestingly, the style in both variations was identical except that women preferred orange and men preferred green. Curious, isn’t it?
Analysis of the Facebook Ads “Working in England” campaign
After this preliminary analysis, it was interesting to see the final results. Let’s get down to business with the basic data of the campaign.Although this was not the main objective, 42 leads were generated at a reasonable cost of €0.36. Considering that I did not perform any optimization actions on this occasion, it is likely that the cost would have been lower than €0.25 per person registered for the webinar on “Working in England”. Below you can see a breakdown of the campaign by banner.Having a “scientific background” I was aware that this data is not enough to reach valid conclusions. To improve the size and quality of my data. I decided to repeat my experiment and apply it to different topics. It turns out that for a campaign for maratoniano.es. Banner number 5 came out as the winner with a CTR of 3.231% (practically identical to the first case).
And that’s not all. I’m still not satisfied and I replicate the campaign, this time for a marketing. Theme and this time it’s the number 1 banner with a CTR of 1.6% . Obviously, the texts were adapted to the theme on both occasions but the rest was identical. Curious, isn’t it?
Conclusions from the first Facebook Ads experiment
As you can already deduce from the title of the paragraph, I’m not going to stop here. It’s clear that at least one thing is confirmed:
there is still a long way to go to learn more about how Facebook ads work. There are also some common sense conclusions.
What you consider beautiful does not have to be effective
Although it has had an influence, it has been clear that the vast majority has agreed on the potential winner. Unfortunately, it is not relevant whether we like or dislike a design for Facebook Ads banners . What counts is whether it is effective and we can only find that out by doing real tests. From experience, the prettiest banners do not convert (or let’s say the ones I like the most).
If you are too optimistic divide by 3 (if you are pessimistic don’t get involved)
The estimated CTR was almost 3 times higher than the actual figure (8.4% compared to 3.2%). This may not seem so relevant at first glance, but it is. Especially if you have a cost per contact target and its calculation may result in very significant deviations. The phrase “If you are too optimistic, divide by 3 and if you are pessimistic,. Don’t get involved” is from a reader of this blog (thanks Denis). It clearly shows that such a simple rule would have. Helped us a lot to make better planning and avoid big surprises.
