How an invite to iCampus impacted Facebook ad clicks
Experiment ID: #131736
Pathway to Victory
Experiment Summary
Ended On: 02/27/2023
First Baptist Dallas is a church located in the heart of downtown Dallas, Texas. Each Sunday morning First Dallas uses Facebook ads to share live now ads to invite Facebook ad viewers to join the church on their online campus named iCampus.
Over the last few weeks the Facebook ad performance as been declining. In an effort to increase performance, we decided to test the traditional ad with copy about the message and sermon series vs more of an invite to join iCampus.
Research Question
We believe that by providing an invitation to join iCampus for Facebook ad viewers will achieve a higher ad click because Facebook viewers will know what they will experience.
Design
C: Control
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) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.8% | ||
| T1: | Treatment #1 | 1.5% | -14.3% | 100.0% |
This experiment has a required sample size of 19,153 in order to be valid. Since the experiment had a total sample size of 362,387, 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:
14.3% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
This experiment confirmed that the traditional ad with copy about message and sermon series performed better than more of an invitation to join iCampus. While using more of an invitation to join iCampus was unsuccessful in achieving a higher ad click, this insight can be valuable and instruct how we approach similar issues in the future. A clear takeaway would be to focus advertisement around the message, experience and energy within the church, rather than promoting direct digital connection via iCampus, as the traditional ad was much more successful in driving results. Ultimately, the key learning is that the content of the message matters a great deal when marketing faith-based institutions. Therefore, when creating ads for a similar type of nonprofit, the effectiveness of the ad should be centered around the message rather than a platform for connection.