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onlineforlife.org
How a Tailored, Remarketing Headline
Affects Clickthrough Rate on a Facebook Ad
Experiment ID: #7348
Remarketing Headlines
Background:• Client: Hillsdale College• Launched remarketing
Facebook audiences, targeting individuals who viewed their course signup pages
Control
Remarketing HeadlinesTreatment
Treatment Changes:• Tailored the ad to those who
had previously viewed their course signup pages by changing the headline from “Activate your free course now” to “Begin your first class now.”
Remarketing HeadlinesControl Treatment
72.0% decreasein traffic
Remarketing Headlines
Treatment Name Click Rate Relative Diff Stat Confidence
C: Control 3.5%
T1: Treatment 1 0.98% -72.0% 100.0%Key Learning:
Hillsdale College found that the treatment version of this Facebook ad actually decreased clickthrough rate by 72%. It’s possible that the remarketing audience did not find the headline call-to-action as persuasive or relevant as the control version. “Begin your first class now»” may have increased anxiety in the viewer, who felt they didn’t have the time to take the first class then and there. Second, this remarketing audience already left the signup page for a reason, without signing up. It is possible that they have a lower motivation to clickthrough on an offer they have already been exposed to.
✓
72.0% decrease in traffic