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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: #147697

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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=> 237 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_2-6-245x395.png [thumb_776_395-width] => 245 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_2-6.png [gform-image-choice-sm-width] => 186 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_2-6.png [gform-image-choice-md-width] => 248 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_2-6.png [gform-image-choice-lg-width] => 324 [gform-image-choice-lg-height] => 523 ) ) )

Results

  Treatment Name Click Rate Relative Difference Confidence
C: Control 1.8%
T1: Treatment #1 1.4% -23.2% 100.0%
T2: Treatment #2 1.0% -44.1% 100.0%

This experiment has a required sample size of 3,157 in order to be valid. Since the experiment had a total sample size of 443,751, 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:

    23.2% decrease 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 23.3% decrease in click-through rate with a 99.9% level of confidence and treatment 2 saw a 44.1% decrease also with a 99.9% level of confidence. Initial metrics and downstream metrics proved discouraging with the exception of petition sign up rate:

Spend - Control ($413, Treatment ($409)

CPM - Control ($10.88), Treatment 1 ($9.47), Treatment 2 ($5.65)

CPC - Control ($0.88), Treatment 1 ($1.16), Treatment 2 ($1.04)

% Sign Up - Control (45.9%), Treatment 1 (62.3%) - 35.6% increase in email conversion with a 100 LoC, Treatment 2 (59.4%)

ICR - Control (4.81%), Treatment 1 (3.18%), Treatment 2 (0.00%)

GCPN - Control ($1.93, Treatment 1 ($1.86), Treatment 2 (null)

GCPD - Control ($-2), Treatment ($31), Treatment 2 (null)

ROI - Control (1.04), Treatment 1 (0.46), 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. However, in this instance, the treatments resulted in lower CTR, higher CPC, and higher GCPD. CPMs did decrease with the treatments, though only marginally for treatment 1.

Notably, the sample size was out of whack. Next time we run this type of experiment, we should split the treatment(s) into a separate campaign and split the overall campaign budget between the control and treatment to ensure relatively equal spend. Still, the sample sizes were significant enough here to exceed the required sample size and reach a significant level of confidence.

The overall learning is that organic-looking ads did not perform at the beginning of the funnel - higher CPC than the control and lower CTR - 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 a video message from Dr. Carson, which may contribute significant engagement at the beginning and throughout the funnel. Video historically produces higher CPM and lower CPC, but in this case, CPC remained lower than the treatments and donor conversion metrics for the control vastly outperformed the treatments

Experiment Documented by NextAfter

Question about experiment #147697

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