One of the best advantages to using Facebook Ads is their ability to send you a massive amount of traffic in a short period of time. Once you have some ads running with a decent click through rate, you can easily throw a bunch of new ads up to see what converts best. A couple of months ago I was running a weight loss targeted campaign that ended up serving over 30,324,503 impressions and 27,538 clicks. What I wanted to show you in this post, was how much of a difference an image can make in your advertising.
In the chart below you will see five of the images I was using in my ad campaign. The text for all five campaigns were the same, only the images were different.
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2,637,259 Impressions 3,288 Clicks (.12 CTR) |
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3,205,582 Impressions 3,221 Clicks (.10 CTR) |
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3,858,594 Impressions 3,092 Clicks (.08 CTR) |
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3,962,476 Impressions 3,000 Clicks (.08 CTR) |
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3,260,100 Impressions 2,251 Clicks (.07 CTR) |
For those of you wondering what the total campaign stats looked like, here are the figures straight from Facebook.
Without any real explanation, (besides what people prefer to click)… the top ad was pulling in clicks at almost double the rate as the bottom image in the chart. This just goes to show you how important split testing is. Not only should you be testing your “text” ad copy multiple times… but definitely your “image” ad copy!
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