How using an organic-looking post for a Facebook ad affects click-through rate and other downstream metrics
Mountain States Legal Foundation
Experiment Summary
Timeframe: 04/14/2023 - 04/28/2023
Another organization tested using an organic-looking post as a Facebook ad and saw a significant decrease in cost per click and a significant increase in click-through rate.
MSLF decided to test this concept on their Idaho Stockwater petition campaign in Facebook. To test this, they had one campaign with a typical-looking Facebook ad and a second campaign with just an image that looked like an organic post.
Each campaign had the same budget and was targeting the same audiences in Facebook.
Research Question
We believe that making an ad look like an organic post for Facebook viewers will achieve a higher click-through rate because it feels more human and not like advertising. because it feels more human and not like advertising.
Design
C: Control
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 3.5% | ||
| T1: | Treatment #1 | 2.4% | -32.1% | 100.0% |
This experiment has a required sample size of 1,566 in order to be valid. Since the experiment had a total sample size of 44,800, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
32.1% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The organic post caused a decrease of 32.1% in click-through rate with a 99.9% level of confidence. Although our click-through rate decreased, the organic post positively affected most of the downstream metrics: Spend - Control ($413, Treatment ($409) CPM - Control ($40.20), Treatment ($11.82) CPC - Control ($1.15), Treatment ($0.50) % Sign Up - Control (69.7%), Treatment (76.7%) Emails - Control (251), Treatment (628) - 10% increase in email conversion with a 98.6% LoC ICR - Control (2.39%), Treatment (1.27%) - 41.4% decrease in donor conversion with a 63.8% LoC Donors - Control (6), Treatment (8) GCPN - Control ($1.65), Treatment ($0.65) GCPD - Control ($69), Treatment ($51) ROI - Control (0.33), Treatment (0.38) Because traffic was so much cheaper to get at the Facebook ad level (CPM and CPC), we saw our downstream metrics perform better due to the volume of users going through the funnel. Although our ICR decreased by 41.4%, it did not negatively affect our GCPD which was $18 cheaper for the organic ads.