How using organic direct appeal text ads on Facebook impacted donor conversion
Experiment ID: #173991
Buckner International
Experiment Summary
Timeframe: 04/03/2024 - 04/29/2024
Buckner International is a Christian nonprofit that has been serving children and families for more than one hundred years. Their top donor acquisition campaign has been their Shoes for Orphan Souls (SOS) campaign.
For this experiment, we wanted to test an organic-style text ad against their current dynamic ads with photos of children receiving shoes. Dynamic ads use a catalog of photos in which Facebook’s algorithm will select what image visitors will see.
Our hypothesis is that using an organic-style text direct appeal ads for users on Facebook and Instagram will achieve an increased in clicks and donations because the organic ads will feel like organic content instead of paid advertisement.
In addition, with the organic ads’ streamlined design, it minimizes visual friction and users will be able to clearly see the call-to-action without the potential confusion of plain imagery.
We set this test up in Facebook as an A/B test so that 50% of our audience would see the control ads and the other 50% would see the treatment ads. The control campaign had the image-only ads and the treatment campaign had the organic text ads. Both campaigns had the same budget and audience targeting, and the test ran for 26 days on Facebook.
Research Question
We believe that using an organic-style text direct appeal ads for users on Facebook and Instagram will achieve an increased in clicks and donations because the organic ads will feel like organic content on the platform instead of a paid advertisement.
because the organic ads will feel like organic content on the platform instead of a paid advertisement.
Design
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control - Dynamic Photo Ads | 0.02% | ||
| T1: | Treatment - Organic Text Ads | 0.04% | 111.5% | 90.2% |
This experiment has a required sample size of 48,486 in order to be valid. Since the experiment had a total sample size of 81,784, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
After running this test for about a month, we found that the organic-style text ads had a 111.5% increase in conversion rates at a 90.1% level of confidence. Since the LoC is below our benchmark for validity of 95%, this experiment is considered invalid. This tells us that organic-style text ads can potentially lead to a significant increase in purchases, however furthering testing is needed to confirm the effectiveness of the ads.
Additionally, the experiment revealed that the Cost per Click experienced a significant 441% increase with a 100% level of confidence. This implies that while the treatment ads may be driving more purchases, they are also more expensive in terms of cost per click.
In future experimentation, it would be valuable to continue testing organic-style text ads against other ad formats to determine the most effective approach for driving donations. It may also be beneficial to conduct additional experiments with variations in messaging, visuals, and audience targeting to optimize ad performance while keeping the cost per click in check. Lastly, exploring ways to increase the statistical confidence level of the results would provide more reliable insights for decision-making.