How targeting a specific audience effected click-through rates on a Facebook Ad
Experiment ID: #188863
WUNC
Experiment Summary
Timeframe: 08/08/2024 - 08/30/2024
This experiment, conducted for WUNC, a North Carolina-based radio station, utilized a paid Facebook media campaign to test a new approach. Our goal was to determine whether tailoring our creative and ad copy to target Facebook users with an interest in health and wellness would lead to higher click-through rates and an increased number of completed registrations.
Research Question
We believe targeting a specific audience on Facebook ads leads to higher click-through rates due to increased ad relevance, reduced ad fatigue, and enhanced personalization.
Design
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | NA | People's Pharmacy Refresh - Control -August | 1.2% | ||
| T1: | NA | People's Pharmacy Refresh - Treatment | 3.0% | 153.4% | 100.0% |
This experiment has a required sample size of 457 in order to be valid. Since the experiment had a total sample size of 5,721, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
153.4% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learnings from this experiment are:
1. **Targeting a specific audience leads to higher click-through rates**: The experiment showed that personalizing the Facebook ad creative and copy to target an audience interested in health resulted in a 153.4% increase in Clicks for All Traffic. This demonstrates that targeting a specific audience can significantly improve the effectiveness of ad campaigns.
2. **Significant improvements in key metrics**: The treatment group not only saw a substantial increase in Clicks for All Traffic but also experienced a 453.9% increase in Complete Registrations. This indicates that by targeting a specific audience, not only can you drive more traffic but also increase the likelihood of conversions.
3. **Segment-specific improvements**: The experiment also revealed segment-specific improvements, such as a 342.4% increase in clicks for the 55-64 age group, a 71.4% increase for visitors aged 65 and above, a 194.6% increase for Mobile visitors, and a 137.4% increase for Female visitors. This underscores the importance of audience segmentation in ad targeting.