Indeed we’ve seen accounts with a difference of up to 10 times in CPA from the initial campaign to when ads have been tested and refined. With a well-designed strategy to A/B test all elements of the ad creative over time, the potential cost savings are enormous. Keep in mind that ad text only has a minor effect on ad performance with the image or video and the headline having the most influence. This is a huge variation and could be the difference between ads being profitable and allowing budgets to be scaled and on the other hand having to pause advertising because it’s too expensive. Poorly performing ad text costs 2.4 times per lead than the best version.Facebook Ad Copy Length Experiment: Conclusions We were unable to find a reason for this, but it demonstrates the importance of letting a campaign run for long enough to eliminate the effect of day to day random variation. The cost per lead (blue line on the graph) was mostly stable but saw a considerable spike in cost on the 10th May. In this case, it was worth the price, as it resulted in a 79% conversion rate which is over double what we see for many campaigns. However, as we covered in another $1000 Experiment: Which Facebook Campaign Optimization Type Works Best? Good quality traffic costs money. Note the high cost per click at $5 and relatively high CPM at $46. We’ll cover this in more detail in the conclusions section. Only 11% of votes were for the 3 best performing ads. Next, we can look at the predictions from marketers: When we simplified the ad text by keeping it to just one sentence or by breaking everything out using emojis, the CPA was significantly higher. The trend that we observed is that the mid to long ad text produced the lowest CPA and the maximum number of leads. Facebook Ad Copy Length Experiment: The ResultsĮach ad spent $142.90 (+/- $0.10) over the course of 14 days and produced the following results: In total, we received 135 votes from this pool of experienced marketers and the prediction was that short ad text would give the lowest cost per lead. Rather than the AdEspresso team predicting the outcome we polled our customers in our AdEspresso University Facebook group, as well as asking our Hootsuite colleagues. Here are the different versions, from long to short:įacebook Ad Copy Length Experiment: Hypothesis
We tested 7 different ad texts each one was created by our resident blog writer Ana Gotter to ensure Top quality.
Budget: $1,000 over the course of 14 days.Audience: 1% US lookalike of customers, giving a total audience size of 2.1 million.This means each ad used the same image, headline, link description and CTA button. Facebook Ad Copy Length Experiment: The SetupĪpart from the ad text, we tried to keep everything else as consistent as possible to reduce the effect of any other elements on the ad performance. We tracked the lead pixel and used this to measure our CPA, in this case, cost per lead. When the book is downloaded it takes the user through to a thank you page where the lead pixel is fired. The aim of this experiment was to drive downloads of our Facebook Custom Audiences eBook:
Always test everything. So we invested $1,000 of real ad spend to find the scientific answer.Īnd we discovered that the best length for your Facebook ad text is… (Keep reading to know!) The AdEspresso motto is: Never assume anything. That leaves the ad text as the primary variable, as it can be just a single word or the equivalent of a short story.Īs the ad text has so many possibilities, we get asked all the time at AdEspresso which length is best? When creating Facebook ads, most of the creative has to fit within certain limitations.įor example, the image has to be a set ratio and size, and if the headline, or the link description, are too long, they get cut off.
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