Facebook CTR Case Study Results! #CTRtomakeyourich
Good afternoon friends,
I’m in the midst of traveling, multiple flights/layovers etc which is why the results took an extra few days. At SFO right now writing this post, love the higher end food court in this airport!
So last week i ran a case study comparing 7 image tricks to increase your CTR! I took the 7 tricks and applied them all to the exact same image. I then ran 3 separate but identical campaigns on Facebook to compare which tricks would produce the highest CTR.
Side note: I ran 3 separate campaigns which were identical because this way the results can be averaged over 3 tests instead of just 1 so we can be sure which ‘CTR tricks’ actually work, and it wouldn’t just be a fluke (especially with Facebooks known inconsistency among ads)
A massive 263 of you voted! Some of the results i expected and so did you, but some were quite the surprise.
You All Voted For
Top 3 CTR!
The Lower 4 CTR…
Findings
- We all expected the ‘false border’ one would do well and it did. It was 1st place and had the 2nd most votes with 28%.
- The ‘normal border’ one came in 2nd place, which wasn’t expected at all. Only 5% of the votes went to this ad!
- We all expected the upside-down one to rank higher. It had 27% of the votes, yet it showed up in a mediocre 3rd place. I’ve seen this tactic used by many larger advertisers/agency’s, should be interesting to see if they change it up now.
- The scroll bar one had the most votes (31% of the votes!), but it had an unimpressive 0.057% CTR
Overall
The CTR for the false border almost doubled the original image, so did the normal border. That means click prices cut in half, which means your stack grows higher!
Now you know what works. Take it, and implement it into your own campaigns. Part 2 will have 7 more images go head to head.. coming soon.
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I had the same results with my own scrollbar test but the false border did not test so well on an IAB.
Anyway I will experiment some more using these results. thanks!
It may bit a bit tricky on IAB, i think false border works great mainly because the image is so small.
Hey Jordan,
Love the case study. Can you just let us know how many clicks and impressions this is based on just want to make sure the results are 100% statistically significant.
Also did you test these ads with CPC or CPM. You and I both know that FB CPC is a fickle bitch and testing 1 ad only once doesn’t always gets its “true” CTR.
Just being a pain in the dick
Noo worrrrrires mate!
I got you covered. I did 3 *separate* case studies, which were all identical. Thats why there are 3 different %’s, then the main on is the average of the 3. 191 clicks total for all 3 case studies combined.
Prepare to see a lot ads with false borders! lol awesome case study. I’m surprised at how the small black border made such a consistent difference on this one.
yep same, definitely the biggest shocker in this test!
Try a windows scrollbar instead of mac, also make it look like there is more of the image to see if you “scroll”.
Scroll bar is a dumb idea. It looks unprofessional and therefore more like spam. Not surprised at all to see it didn’t do well. Very surprised to see it got so many votes.
Just outta curiousity, which one converted the best?
Cool Case Study, What made you want to do that test
Love math problems
so allowing each of top three equal clicks coming through gives 1032 clicks per group – big question is did the groups get to run till they reached a third of the clicks ie.
going in reverse with equal clicks for test groups – and using the average top would be 1032 x 100/.122
1031 x 100/.114
1031 x 100/.08
would show impressions
where did you pull 1031 and 1032 clicks from..
It’s not the right click amounts.
Holy awesome. Good to know my false border is doing wonders.
Hey Jordan,
A friend of mine recommended me this article. Indeed, very cool.
I had a question though: how do you manage to accurately split-test your ads on Facebook? It’s possible to run multiple ads simultaneously but, split-testing, not really…
Facebook doesn’t give you the same amount of impressions in between your two ads and if you put ads in the same campaign and one ad starts to get more clicks, Facebook will show that ad more.
How to do you deal with that?
Also, are you using any software to help multiple ads faster?
Tksss
Im new to the business….does anyone have a program that creates the false borders and or fake scroll bars for the pictures or do you simply use programs like photoshop? Thanks in advance.
@NAKS Photoshop or Gimp (Free)