I don't know about you, but once I find a social advertising strategy that works, and I mean, I'm really working on reaching my goals. I just can't leave it alone. There is always something we can test! New things we haven't thought of yet! Things we could change! New audience we never thought of! I love to test to see what resonates with certain audiences, to get to know them better and to serve them ads that only prevent them from staying in their footsteps. I've been testing Facebook video ad content on the Wazoo for the past few months – everything from video length, CTA in the ad, ad content, ad copy on the video, ad copy in the headline, and what you call primary text. In person, video tends to drive the biggest sales and engagement on Facebook for ecommerce. Why shouldn't I optimize all motifs to this standard? After I had exhausted all test possibilities with video (for the time being), I naturally turned to static images, as there was a lack of love.
I like to check my client's website for language updates on the landing pages to make sure the word choices I use across all of the advertising channels are what the user would expect from the ad. These ads sell home fitness equipment so I need to convince users to buy home equipment through accessories. When I got some language ideas to test for static, I saw that we actually had some positive reviews for some of the best performing products. This led me to testing review ads on static imagery and updating our social ads in time for the holidays! I picked a few products that I wanted to try and within a few days we had some brand new static imagery.
I kept all budgets, targeting, target groups and placements for each campaign exactly the same as in the previous month. Of course, different months have their nuances, but this was just before the holiday season began and our slow phase was still going on. After the ads were created, we placed the review image on the website's product page as a banner at the top of the page. Users who clicked the ad also put it on the website and found the product.
After running these ads for a month, you will see the following results:
While the CPCs are much higher than the same old motif we served in the past and the click-through rate on these ads has dropped, these ads overall had excellent performance metrics in terms of driving transactions and engagement for the ads. Review ads drove almost 50% more clicks to the website, resulting in 5 more transactions and an increase in ROAS of over 154%. These transaction numbers may seem very small, but the devices advertised cost a lot more than typical e-commerce products on social networks. This was important in that image ads typically generate around 1 to 2 purchases per month, and video ads actually generate the revenue from social networks. This tells me that people are very receptive to reading real reviews from real people instead of simply telling them how great the product is and why they should buy it.
The biggest benefit of the experiment is to keep trying to innovate your creative resources, find ways to update your news, and not be afraid to test during these strange times! Your advertising strategy will never grow and adapt if you are not open to new ideas that stand out. The days of online e-commerce and the way users make their purchases have changed. It's more important than ever to find this message that stands out against the vast ocean of ads that a user sees every day. This message is not easy to find and highlight, but sometimes the best news comes from your loyal customer base. Use it while you have it!