Meta(Facebook) Test A: First Step in Ad Optimization

Checking the difference in performance from text, exposure location, and ad format* (This test continuously changed exposure location, budget, and text to identify the best-performing ads.) Popular text: "😁Find an advertising agency quickly!” Ad format: 'Collection' Exposure location: 'Audience Network'

1. Popular text: "😁Find an advertising agency quickly!”

2. Ad format: 'Collection'

3. Exposure location: 'Audience Network'

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Ad Settings

• Ad (material, format) setting: Traffic 1. (Plan A) Traffic campaign_Ad format 4 (image, video, slide, collection) 2. (Plan B) Traffic campaign_Ad format 1 (image)
  

• Ad running period (April 26, 2024 ~ May 13, 2024)

• Setting cost: 10RM, 20RM, 60RM, etc., continuously changing

• Exposure location: Set to manual Audience Network after using Advantage
  

• Text

• 😍Find an online advertising agency quickly!

• ❤️Find a marketing agency quickly!

• 🎶Find a marketing agency quickly!

• 🗣Find a global marketing agency quickly!

• 😁Find an advertising agency quickly!
  

• Ad material

• Image

• Video

• Slide (created using image)

• Collection (set main as video, next as image)
  

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[A/B Test Result]

Type	Version	Performance	Cost per Result	Result	Reach	Exposure	Expenditure	Confidence Level
Traffic	(A)2024-05-07| Traffic | 4 ads	Win	1.219269406	219	125000	18344	267.02 MYR	86%
Traffic	(B) 2024-05-06| Traffic | 1 ads	Lose	1.700638298	94	107000	20058	159.86 MYR	14%

*The above graph is a figure obtained using the Meta (Facebook) A/B test function. A confidence level of 90% or more means statistically reliable results, and a confidence level of 65% or more means good performance. The above figure is an estimate and does not guarantee the causative result of the study.

Results: 86% reliability, better for '4 advertising materials'

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[Comparison of Ad Sets]

Ad Set	Exposure	Reach	Link Clicks	Clicks (Total)	Result	CTR	CPC	CPM
(Plan A) 4 Ad Materials	33,553	16,695	658	655	658	1.95%	RM1.04	RM20.35
(Plan B) 1 Ad Material	20,473	12,820	97	123	97	0.60%	RM1.34	RM8.03

Results

1. Plan A (4 Ad Materials) has a higher CTR 1.35% compared to Plan B (1 Ad Material)

2. Plan A (4 Ad Materials) is 90 cents cheaper in CPC than Plan B (1 Ad Material)

3. Plan A (4 Ad Materials) has a CPM (Cost per 1000 exposures) 3696 KRW more expensive than Plan B (1 Ad Material)

4. Due to the characteristics of Meta (Facebook) ads that show ads and ad sets with good efficiency, Plan A (4 Ad Materials) is considered to have been exposed relatively more.
   

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[Ad Comparison]

<Ad Material Plan A>

Ad Format	Exposure	Reach	Link Clicks	Clicks (Total)	Result	CTR	CPC	CPM
Video	58	57	2	2	2	3.45%	RM0.54	RM18.45
Collection	22,097	9,486	595	586	595	2.65%	RM0.99	RM26.15
Slide	7,077	4,874	36	37	36	0.52%	RM1.59	RM8.33
Image	19	17	-	-	-	-	-	RM18.42

<Ad Material Plan B>

Ad Format	Exposure	Reach	Link Clicks	Clicks (Total)	Result	CTR	CPC	CPM
Image	16,667	11,086	73	93	73	0.56%	RM1.29	RM7.17

Results

1. In 'Plan A (4 Ad Materials)', exposure is focused on specific ad materials

2. In 'Plan A (4 Ad Materials)', although the CTR is 3.45%, it is excluded because the number is too small, and the most excellent ad is the collection with a CTR of 2.65%.

3. CPC (cheaper in order) (1) Plan A (4 Ad Materials)_Video: 0.54RM(2) Plan A (4 Ad Materials)_Collection: 0.99RM (3) Plan B (1 Ad Material)_Image: 1.29RM (4) Plan A (4 Ad Materials)_Slide: 1.59RM

4. CPM (expensive in order) (1) Plan B (1 Ad Material)_Image: 7.17RM(2) Plan A (4 Ad Materials)_Slide: 8.33RM (3) Plan A (4 Ad Materials)_Video: 18.45RM (4) Plan A (4 Ad Materials)_Collection: 26.15RM

5. 'Collection' is the most exposed (78%), followed by slide exposure (24%) During the process, the 'Collection' ad type was focused and conducted, so the 'number of exposures' is x considering the confidence level.

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[Uniqueness by Text]

💡 Limitation: Since only one text can be created in the collection and slide, it was compared only in video and image.

Top 3 Text

1. "😁Find an advertising agency quickly!" Exposure 2.670 / Reach 2,204 / Link Click 26 / CTR 1.09%

2. "🎶Find a marketing agency quickly!" Exposure 4,001 / Reach 3,265 / Link Click 14 / CTR 0.50%

3. "❤️Find a marketing agency quickly!" Exposure 2,996 / Reach 2,589 / Link Click 11 / CTR 0.67%1 / CTR 0.67%

Results

1. In the case of 'Text 1', although the number of exposures is relatively lower than 'Text 2', it produces higher results in CTR and link clicks.

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[Exposure Location]

💡 Top Position performance (Written based on results.) 

< Plan A & B ads (Collection) >

<Higher performance according to 'exposure location' 'A plan' and 'B plan'>

Plan A_4 Ads Materials (image, video, collection, slide)) Audience Network native, banner, and full-page ads: Exposure 16,537 / Reach 7,106 / Link Click 491 Audience Network Reward Video: Exposure 5,360 / Reach 2,263 / Link Click 103 Facebook Feed (Video): Exposure 8,579 / Reach 5,046 / Link Click 43

Plan B_1 Ad Material (image)

Facebook Facebook Feed: Exposure 12,718 / Reach 8,118 / Link Click 40

Audience Network (Native, Banner, and Full-Page Ads): Exposure 3,174 / Reach 1,156 / Link Click 4

Instagram Feed: Exposure 209 / Reach 140 / Link Click 20

Plan A ads (Collection)	Exposure	Reach	Outcome	CTR	CPC	CPM
Audience Network (Native, Banner and Full screen)	16,490	7,375	491	2.93%	RM0.94	RM27.53
Audience Network (Rewarded Video)	5,361	2,304	103	1.90%	RM1.18	RM22.40
Plan B ads (Collection)	Exposure	Reach	Outcome	CTR	CPC	CPM
Facebook Facebook Feed	12,718	8,118	40	0.46%	RM1.39	RM6.32
Audience Network (Native, Banner and Full screen)	3,174	1,156	4	0.09%	RM3.07	RM2.90

Results

1. In case of Plan A (4 Ad Materials), results mainly occur in Audience Network, and for Plan B (1 Ad Material), results mainly occur in 'Facebook Facebook Feed'. Both are mobile apps, which is a unique point.

2. In the case of Plan B (1 Ad Material), the result of 20 and CTR 10% was achieved in 'Instagram Feed'.