How location based imagery affects click-through rate of a Facebook Ad campaign Experiment ID: #16889

NextAfter

Experiment Summary

Timeframe: 3/1/2019 - 6/18/2019

In this experiment, we were advertising online fundraising workshops hosted by NextAfter Institute. Each specific location had it’s own geo-targeted Facebook Ad campaign. The intention was to keep the workshop in their mind during the course of the sales period and drive them back to the landing page to consider attending.

We knew our sample size would be too small to optimized for ticket sales, but we hoped to run an experiment to optimize our landing page click-throughs.

The control ads used a picture of a course instructor teaching in a room full of attendees. Common advertising recommendations are to use people in imagery to make it relatable. But we wondered if using images specific to someone’s city would actually be more a powerful driver to show that the training was more specific and local to them.

Research Question

Will location specific imagery lead to greater landing page click-throughs in a geo-targeted ad campaign?

Design

C: Image of Jon and People
T1: Image of Specific City

Results

Treatment Name Click Rate Relative Difference Confidence
C: Image of Jon and People 3.7%
T1: Image of Specific City 6.1% 64.3% 99.6%

This experiment has a required sample size of 626 in order to be valid. Since the experiment had a total sample size of 2,746, 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:

    64.3% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The treatment ad set resulted in a 64% increase in click-throughs to the landing page at a 99% level of confidence. From this, we can learn that local-recognition is a more significant motivating factor than showing imagery of what the workshops actually look like. This will be our new default ad-set to start testing on to try and drive even more traffic to these workshops.

It’s worth noting that these results are an aggregate of 6 different geo-targeted campaigns including Chicago, Dallas, Boston, Toronto, Vancouver, and London. Each campaign ran for 2-3 months between March 2019 and June 2019.


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Experiment Documented by...

Nathan Hill

Nathan is an Optimization Evangelist at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.