Marketer’s Braintrust’s Facebook Ad Type Test Results
|Actual Test Results:(Click back to see Versions A & B)
Version A, the Link Page Post Ad (LPPA), increased website visits from this Facebook ad campaign by 64.7% at a 99.9% confidence level.
Marketer’s Braintrust, an online marketing think-tank, conducted this test in-house and used the Facebook Power Editor to create the ads and gather the data. All data was analyzed using in-house tech.
This test used the same image and copy. Image page post ads (IPPAs) share a larger image where the LPPAs decrease the image height and ad a blurb about the page the visitor will be seeing next.
In general, most marketers have preferred to use IPPAs because people online are captivated by images. Also from an organic perspective, Facebook has traditionally given more weight to image posts. However, the testing team wanted to see which of these two ads would perform better in their niche (remember we aren’t saying ONLY use LPPAs over IPPAs – just test it).
Another important note, if you are to test any Facebook ads, make sure they are not a part of the same ad group. Facebook automatically assigns more traffic to the better performing ad in an ad group, which skews test results. Facebook ad testing in a single ad group isn’t about which performed best, but which performed best earlier.
Click here to see another, albeit older, Facebook ad copy test
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