Following on from round 1 of my experiment to use Facebook advertising to promote carols, I decided to keep the best performing advertisement, and create a couple of ads with different graphics and images – to continue to try to improve the performance of the ads.
Once again, the results are fascinating.
One of these ads got 0 clicks.
One of these ads got 2 clicks.
One of these ads got 42 clicks.
Can you guess which ad performed the best?
This is fascinating stuff. The best performing ad so far, but a country mile, is advertisement number 2. It has received 70 clicks, while advertisement number 1 has received 2 clicks, and advertisement number 3 has received none.
In a sense, this isn't surprising – it was the ‘sing carols' call to action that had the strongest pull in the first round of advertisements. But I do find two things surprising:
- The first ad (the one that did so well in round 1) has performed so poorly in round 2. The only thing that changed is the demographic – I broadened the potential audience for this ad to all of Sydney, and not just the local area.
- The difference in the number of impressions Facebook is giving each advertisement. Take a look at the table below – ad 2 received 31 times more impressions than ad 1 – it's not surprising then that it's performing so well. I wonder why Facebook is choosing to deliver this ad to more people than ad 1?