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American Cornerstone Institute

How using an organic-looking post for a Facebook ad affects click-through rate and other downstream metrics

Experiment ID: #149388

American Cornerstone Institute

Experiment Summary

Timeframe: 04/17/2023 - 05/02/2023

Several organizations have tested using an organic-looking post as a Facebook ad and have seen a significant decrease in cost per click and a significant increase in click-through rate compared to standard marketing ads.

ACI is testing this concept on its Pro-Life petition campaign in Facebook. To test this, we built two “organic” ads that consisted of just an image to make it appear as an organic post. We will compare the performance of these two ads to our original top-performing ad, which is a standard marketing ad with ad copy and an image.

The ads are sharing the same budget and are 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.

Design

C: Control
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T1: Treatment #1
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T2: Treatment #2
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Results

  Treatment Name Click Rate Relative Difference Confidence
C: Control 0.88%
T1: Treatment #1 1.4% 56.3% 100.0%
T2: Treatment #2 0.97% 10.8% 62.8%

This experiment has a required sample size of 4,259 in order to be valid. Since the experiment had a total sample size of 299,161, 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:

    56.3% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

Our organic posts did not provide the results we were looking for. Treatment 1 saw a 56.6% increase in click-through rate with a 100% level of confidence and treatment 2 saw a 10.8% increase also with a 62.8% level of confidence. While click through rate is improved, other initial metrics including CPM and CPC worsened, and end-of-funnel metrics (donations and GCPD) also worsened compared to the control.

Spend - Control ($1,445), Treatment 1 ($297), Treatment 2 (70)

CPM - Control ($3.60), Treatment 1 ($9.20), Treatment 2 ($5.45)

CPC - Control ($0.59), Treatment 1 ($1.01), Treatment 2 ($0.80)

% Sign Up - Control (34.2%), Treatment 1 (61.5%) - 35.6% increase in email conversion with a 100 LoC, Treatment 2 (53.5%)

ICR - Control (6.51%), Treatment 1 (3.16%) - 51.4% decrease with a 95.4% LoC, Treatment 2 (0.00%)

GCPN - Control ($2.09, Treatment 1 ($1.88), Treatment 2 (1.83)

GCPD - Control ($-2), Treatment ($32), Treatment 2 (null)

ROI - Control (1.06), Treatment 1 (0.45), Treatment 2 (null)

Based on the results of other organizations, this type of treatment typically produces higher CTR, lower CPC and CMP, and therefore lower GCPD. In this instance, the treatments resulted in higher CTR, higher CPC, and higher GCPD. CPMs for the control were also better than the two treatments.

The overall learning is that organic-looking ads did not perform at the beginning of the funnel - higher CPC and higher CPMs - nor at the end of the funnel - lower ICR and higher GCPD.

Image and likeness of ACI's Founder Dr. Ben Carson historically leads to high performance. The control ad for this experiment includes an image of Dr. Carson, which may contribute significant engagement at the beginning and throughout the funnel.

Experiment Documented by NextAfter

Question about experiment #149388

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.