*Please proceed with the optimization of advertisements based on data.
As for the ad format, the ‘Collection’ is excellent again from Traffic Campaign
Inverted results from A/B test and advertising results
The effects of advertising materials are generally similar to performance exposure
[Test A, Test B Results]
Ad Settings
Ad (material, format) setting 1. (Plan A) Traffic campaign_Ad format 4 (image, video, slide, collection) 2. (Plan B) Traffic campaign_Ad format 1 (collection)
Ad running period (May 21, 2024 ~ May 30, 2024)
Setting cost: 15RM
Exposure location: Advantage+Location
Text 1. 😍Find an online advertising agency quickly! 2. ❤️Find a marketing agency quickly! 3. 🎶Find a marketing agency quickly! 4. 🗣Find a global marketing agency quickly! 5. 😁Find an advertising agency quickly!
Ad material
Slide (created using image)
Collection (set main as video, next as image)
[A/B Test Result]
Goal | Version | Performance | Cost per Result | Result | Reach | Exposure | Expenditure | Confidence Level |
Traffic | (A) 2024-05-07| Traffic | 4 ads | Lose | 1.47 | 29 | 945 | 1,799 | 42.70 MYR | 13% |
Traffic | (B) 2024-05-06| Traffic | 1 ads | Win | 0.80 | 64 | 1,083 | 2,065 | 51.06 MYR | 87% |
*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: 87% reliability and better for '4 advertising materials'
[Comparison of previous A/B test results ]
<'Test A' >
Goal | Version | Performance | Cost per Result | Result | Reach | Exposure | Expenditure | Confidence Level |
|---|---|---|---|---|---|---|---|---|
Traffic | (A) 2024-05-07| Traffic | 4 ads | Win | 1.22 | 219 | 125000 | 18344 | 267.02 MYR | 86% |
Traffic | (B) 2024-05-06| Traffic | 1 ads | Lose | 1.7 | 94 | 107000 | 20058 | 159.86 MYR | 14% |
<'Test B' >
<'Test C' >
Goal | Version | Performance | Cost per Result | Result | Reach | Exposure | Expenditure | Confidence Level |
|---|---|---|---|---|---|---|---|---|
Traffic | (A) 2024-05-16| Traffic | 4 ads | Lose | 1.47 | 29 | 945 | 1,799 | 42.70 MYR | 13% |
Traffic | (B) 2024-05-16| Traffic | 1 ads | Win | 0.80 | 64 | 1,083 | 2,065 | 51.06 MYR | 87% |
Results
Previous tests showed that using 4 ad creatives led to better results, while in this test, using 1 ad creative led to better results.
The cost per win difference between Test B and C is only 0.01.
The cost per win for the winning items in Test A was 126 won higher than in the optimized Tests B and C.
Test B had a confidence level of 86%, while Test C had a confidence level of 87%.
In Test A, the CPC decreased to 0.90 in the CPC results from April 27th to May 9th, after the A/B test period and optimization.
[Comparison of Ad Sets]
<’Test A’ 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 |
<’Test B’ Ad sets>
Ad Set | Exposure | Reach | Link Clicks | Clicks (Total) | Result | CTR | CPC | CPM |
|---|---|---|---|---|---|---|---|---|
(Plan A) 4 Ad Materials | 4,743 | 2,496 | 119 | 118 | 119 | 2.49% | RM0.82 | RM20.39 |
(Plan B) 1 Ad Material | 3,727 | 1,829 | 74 | 72 | 74 | 1.93% | RM1.18 | RM22.74 |
<’Test C’ Ad sets>
Ad Set | Exposure | Reach | Link Clicks | Clicks (Total) | Result | CTR | CPC | CPM |
|---|---|---|---|---|---|---|---|---|
(Plan A) 4 Ad Materials | 4,821 | 2,461 | 93 | 93 | 93 | 1.93% | RM1.11 | RM21.34 |
(Plan B) 1 Ad Material | 4,634 | 2,235 | 120 | 118 | 120 | 2.55% | RM0.86 | RM21.84 |
Results
The highest collection performance CPR for 'Test C' was 2.72% in B, and 2.55% in C test
The Plan B (1 ad creative) of 'Test C' had a 0.62% higher CTR compared to the Plan A (4 ad creatives) / The difference was minimal with a 0.01% decrease from the previous 'Test B campaign' CTR
The Plan B (1 ad creative) of 'Test C' was 75 won cheaper in CPC compared to the Plan A (4 ad creatives) / The difference was minimal with a 3 won increase from the previous ad set
While there was no significant difference in CTR, the 'Test A', 'Test B', and 'Test C' all showed that the 'A Plan with 4 ad creatives' had the highest impressions, indicating that the 'number of ad creatives' seems to influence the impression volume
Impression volume ratio by test
Test A: Plan A (62%) / Plan B (37%) - Spending around 254,100 won
Test B: Plan A (56%) / Plan B (44%) - Spending around 54,438 won
Test C: Plan A (49%) / Plan B (51%) - Spending around 61,227 won
[Ad Comparison]
<Ad Material Plan A>
Ad Format | Exposure | Reach | Link Clicks | Clicks (Total) | Result | CTR | CPC | CPM |
|---|---|---|---|---|---|---|---|---|
Video | 45 | 45 | - | - | - | - | - | RM25.78 |
Collection | 4,466 | 2,113 | 93 | 93 | 93 | 2.08% | RM1.06 | RM98.88 |
Slide | 310 | 303 | - | - | - | - | - | RM9.23 |
Image | - | - | - | - | - | - | - | - |
<Ad Material Plan B>
Ad Format | Exposure | Reach | Link Clicks | Clicks (Total) | Result | CTR | CPC | CPM |
|---|---|---|---|---|---|---|---|---|
Image | 4,634 | 2,235 | 120 | 118 | 120 | 2.55% | RM0.86 | RM21.84 |
Results
In the case of 'Plan A (4 ad creatives)', it is possible to confirm the part that was focused on and exposed to a specific ad (collection).
Looking at 'Plan A (4 ad creatives)', 'video', 'collection', and 'slide' were all exposed, but the results only occurred in the 'collection'.
Comparing 'Plan A (4 ad creatives)' and 'Plan B (1 ad creative)', although they have the same 'collection', the CTR is about 0.47 and the CPC is about 60 won different / the previous values (CTR 0.79, CPC 108 won difference) occurred.
In all the test results, the 'collection' was significantly superior in all cases.
Both 'Test B, C' had similar exposure values for both the excellent ad set and the non-excellent ad set.
In 'Test B ad creative 4 (Plan A)', the CTR is 2.72%, and the CPC is RM0.82.
In 'Test B ad creative 1 (Plan B)', the CTR is 1.93% and the CPC is RM1.18.
In 'Test C ad creative 4 (Plan A)', the CTR is 2.08% and the CPC is RM1.06.
In 'Test C ad creative 1 (Plan B)', the CTR is 2.55% and the CPC is RM0.86.
[Uniqueness by Text]
💡 Text-analyzed video, low or low result data in image advertising format, impossible to measure (Image performance: click x, video performance: click 1)
[Exposure Location]
<Plan A & B ads (Collection)>
<Test B (Collection)>
Test B (Collection) | Exposure | Reach | Outocme | CTR | CPC | CPM |
|---|---|---|---|---|---|---|
Audience Network (Native, Banner and Full screen)_Plan A | 3,456 | 1,599 | 99 | 2.84% | RM0.83 | RM23.45 |
Audience Network (Rewarded Video)_Plan A | 610 | 325 | 13 | 2.13% | RM0.74 | RM15.77 |
Audience Network (Native, Banner and Full screen)_Plan B | 2,925 | 1,481 | 66 | 2.19% | RM1.13 | RM24.63 |
Audience Network (Rewarded Video)_Plan B | 732 | 363 | 8 | 1.09% | RM1.47 | RM16.05 |
<'Test A (Collection)>
Test C (Collection) | Exposure | Reach | Outocme | CTR | CPC | CPM |
|---|---|---|---|---|---|---|
Audience Network (Native, Banner and Full screen)_Plan A | 3,570 | 1,798 | 86 | 2.41% | RM1.02 | RM24.67 |
Audience Network (Rewarded Video)_Plan A | 883 | 362 | 7 | 0.79% | RM1.53 | RM12.10 |
Audience Network (Native, Banner and Full screen)_Plan B | 3,776 | 1,914 | 110 | 2.86% | RM0.83 | RM23.83 |
Audience Network (Rewarded Video)_Plan B | 845 | 365 | 10 | 1.18% | RM1.09 | RM12.95 |
Results
In all test results, the ‘Audience Network (Native, Banner and Full screen)’, ‘Audience Network (Rewarded Video)’ placement highest exposure.
In all test results, the 'Audience Network (Rewarded Video)' placement showed negligible results compared to the exposure.