First Ad Campaign - Data & Reflection
We have run an ad campaign testing two different ad sets Men vs. Women, both between the ages of 35-65+.
Each ad campaign tested 6 different images, 3 text options, 3 descriptions, 3 Headline options and 3 CTA options. Because we did not have pixel installed for this test and our primary metric was landing page conversions, we will need to use other data sets such as reach, impressions, and clicks (which should roughly correlate to landing page arrivals).
Here are the results of this test:
Overall over the course of 5 days -
Men ad set: Reach 1,361; Impressions 2,298 and Clicks 15 ($30 spent) >>> $0.022 per reach, $2 per click
Women ad set: Reach 869; Impressions 1,183 and Clicks 11 ($25 spent) >>> $0.028 per reach, $2.27 per click
*Reach is the total number of people viewing the content, impressions is the number of times the content was viewed (possibly by the same person).
This means it was slightly more expensive to reach and get clicks from a female audience than a male audience. This may be related to the visuals we chose (Women and Children) or may be indicative of market potential for our product.
Let's delve deeper into the creative
For the Men’s ad set the most popular picks were:
Image: Green background with contrasting red image got the most reach and Orange backgrounds got the most clicks.
Text: "爱护你的家人。了解更多>>>" led in all metrics.
Headline: "不再担心，享受你的生活。" got the most clicks and was a close second in other metrics.
Description: "不再担心，享受你的生活。" winner on all metrics.
CTA: “Get a Quote” got the most clicks. “Contact us” got the most reach.
For the Women's ad set the most popular picks were:
Image: Red background with red image got the most reach and Green background with red image got the most clicks.
Text: "爱护你的家人。了解更多>>>" led in all metrics.
Headline: "爱护你的家人。了解更多>>>" got the most clicks by a long run (7) and fell slightly short on other metrics.
Description: "不再担心，享受你的生活。" got the most clicks.
CTA: “Learn more” won on all metrics.
Conclusions
We can see that metrics for reach and clicks for the creatives don’t always correlate and the ones we choose to use in the future depend on if we are prioritizing reach (building brand awareness and trust) or clicks (people reaching our landing page and sales).
There are also differences between men and women in terms of their preferences and inclination to engage with this type of content.
Future recommended tests:
Redo this campaign with an image of men instead of women and with an image of younger women. Men vs. Women comparison.
Create a new campaign to test different age groups within men using the most successful creatives from our current campaign.
Try campaigns with other goals that target a broader audience.
More Udemy Learning:
Facebook engagement through organic and boosted content.
As a rule of thumb, more likes = facebook algorithm likes you. But these days it is very hard to reach an audience without boosting posts.
Content posted to the page should largely follow this breakup:
70 % build value and brand recognition
20 % other Facebook content that is valuable to your audience.
10 % promotional.
At the top of the funnel give away useful, valuable information for free. Respond to fans and create a conversation with the audience.
Start with organic (unpaid) content then boost posts that are more successful.
Have content planned for at least a few weeks forward.
Ideas:
Contests
Videos