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A curious experiment with Facebook advertising to promote carols

I've been experimenting with Facebook advertising for my church's upcoming ‘Carols under the Bridge‘.

These four advertisements ran at the same time, to the same audience, for the same budget.

The campaign performed well – but one advertisement received all of the clicks!

Can you guess which one?

Extra points if you can explain why that one advertisement performed so well!

Advertisement 1.

Advertisement 2.

Advertisement 3.

Advertisement 4.

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  1. KIM

    November 24, 2010 at 10:08 pm

    What’s the answer?! I’m on the edge of my seat!

    It seems a bit to obvious to say #3 because it’s the different one — less busy for the eye to look at and therefore draws more in? Or perhaps it’s #2 because it mentions kids? Or #4 because people know they can sing along? I’ll guess it’s not #1 …

  2. Nathan W. Bingham

    November 24, 2010 at 10:10 pm

    Advert 2? Mentions clearly it is a free event. Also, “jazz” catches attention for those who may not be interested in “carols” or “the true joy of Christmas”.

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  4. Joanna

    November 24, 2010 at 10:30 pm

    My guess is number 4 because there is a bit of a wow factor for doing something on Sydney Harbour. Since the others just say under the bridge it could be any bridge anywere.

  5. cafedave

    November 25, 2010 at 5:47 am

    I’m going to go with number 4: the people clip will win out over the “joy” clip-art, (although “joy” probably has better cut-through), and it has “your” in it, and “Sydney Harbour”.

    It’s the least Christian-y, the most reader-centric, and doesn’t mention “community”, giving the impression that it’s going to be a slicker, more professional offering, so I think it will win.

    Am I right? Not even close? Nice experiment!

  6. Rex Barrett

    November 25, 2010 at 6:50 am

    I’m guessing number two. Reason is the mention of jazz and stuff for the kids.

  7. David Ould

    November 25, 2010 at 8:02 am

    #2 for me, too. Same reasons.

    3 absolute winners for us Lower North Shore yuppy types.

  8. Andrew

    November 25, 2010 at 8:52 am

    I personally think that it is #4, mainly because of the fact that it says that the event is on the banks of Sydney Harbour, and it is probably the least Christian as well.

  9. Jonathan

    November 25, 2010 at 10:19 am

    I’m going to go ahead and guess 3. My reasoning is that assuming that we’re seeing the actual size of the ads, the picture in the other 3 is just too small for me to tell what is happening. It wouldn’t even catch my eye. I would notice “Joy” and would probably be curious what it’s all about and want to know how to get joy. The description gives few details, and I didn’t notice the title, so I would be curious enough to click on it to see what the ad was all about.

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  11. Anna

    November 25, 2010 at 11:18 am

    I think the joy one. No body is ‘looking’ for ads on Facebook. If I see a cupcake, it catches my eye, any image that is blurry dark or whatever, I don’t read the text. Joy jumps out to grab, and then the text explains.
    Just my subjective thoughts 🙂

  12. david

    November 25, 2010 at 1:01 pm

    Has to be number 2, kids activities brings all the parents out!

  13. Wayne

    November 25, 2010 at 1:52 pm

    I’m with Jonathon and Anna … number 3.

  14. Steven Kryger

    November 25, 2010 at 2:21 pm

    To all who guessed advertisement #4 – you guessed correctly!

  15. Glenda

    November 25, 2010 at 3:31 pm

    The big question is who replied and who was your market.
    Any ideas as to who and why?

  16. David McKay

    November 25, 2010 at 6:19 pm

    My minister says that Number 4 appears to say that you are offering a free harbour cruise and so thought that was the one people clicked on.

  17. Marcus

    November 25, 2010 at 10:10 pm

    I think it’s # 4 because it mentions the harbour. Simple but also provides the greatest “catch”.
    Just my 2.2c (GST inc)

    When do we find out? What do we win?

  18. John Partridge

    November 26, 2010 at 12:34 am

    I would guess #4 was successful because its the only one that mentioned a *place.* All the others are generic and internet users are so accustomed to ads that they ignore them unless they “click.” If the “place” was nearby or convenient, then they might be interested enough to click for more info.

    That’s my guess anyway.

  19. KIM

    November 29, 2010 at 10:13 am

    do you know the “right answer” as to why??

  20. Dani

    December 15, 2010 at 8:36 pm

    We’re using facebook advertising for the first time (also for our Christmas Carols) and are hoping to see if clicks turn into visitors on the actual day. I’d be interested to know your ad stats (especially how many clicks you received and the click through rate %) if you were willing to share?

  21. Steven Kryger

    December 15, 2010 at 8:50 pm

    Hi Dani, great to see you’ve been getting into Facebook advertising! I’m planning on putting together another post on the lessons I’ve learned about advertising on Facebook, so stay tuned! What lessons have you learned so far?

  22. Wayne Connor

    January 2, 2012 at 11:34 am

    I reckon the first 3 adds smell like a free churchy event, the have the word ‘Christmas’ in them, 1 and 3 have ‘true joy’, but the last one looks more like a Sydney event with no relationship to Church.

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