885 3-second video plays at a cost of $0.38 per view.
Video: 23 reactions, 1 comment, 9 shares.Image: 21 reactions, 1 comment, 5 shares.We also measured the engagement for each ad type: Experiment ResultsĮach ad type spent $333 and in this case, CPA means the cost per lead: We optimized for conversions, tracking the Lead event. This was split between the three adsets so $33 per adset per day. The audience size available to target was 1.7 million. Current leads and AdEspresso customers were excluded. We targeted US only, males and females, ages 18+. ⇒ AudienceĪ 1% lookalike was created based on current 180-day leads. The ads were separated into different adsets to ensure they all got the same amount of budget. One ad per adset (carousel, image or video), so three in total.Īlthough this could cause some internal competition, the amount should be small given the large audience size and relatively low budget. Throughout the design process, the intention was for the ad creative to be as similar as possible given the constraints of each ad type, with the same ad text being used in each ad. No sound was included and we then exported the video to AdEspresso and the video thumbnail we used matched the graphic in the single image ad. The first graphic was the same as for the image ad, and the other three covered website custom audiences, lookalike audiences, and email custom audiences.Īnd this is how the carousel looks when a user is interacting with it:įrom the carousel graphics, we created a slideshow video using the slideshow creation tool in Facebook Ads Manager.Ī text overlay was added so that the information conveyed was similar to the carousel. An end card wasn’t used and we allowed Facebook to determine the order in which the cards were shown. Next up was the carousel ad which used four cards. We started by creating the image ad, similar to what we had used in our previous $1,000 experiments, so we knew it had a good chance of success and should generate plenty of conversions. So AdEspresso prediction was for video ads to perform the best.Īs well as cost per lead we could also log the number of clicks, the cost per 1,000 impressions (CPM), the amount of engagement and the number of video views to build up a wider picture of how the ads performed. We conducted a small poll in our Facebook group for AdEspresso customers and the predictions for the winning ad type (the one with the lowest cost per action) were: We wanted to measure cost per lead so that we could monitor which ads drove conversions, as some ad types might be good for engagement but might not get users to actually take action. Optimizing for leads and measuring the cost per lead is how we will determine the ultimate winner. The aim of the experiment was to drive traffic to a landing page and get signups for our Ultimate Guide to Custom Audiences eBook. This is a format that features multiple products from your product catalog and opens as an Instant Experience when someone interacts with it. It’s a visually compelling, immersive, full-screen experience that opens after someone taps your ad on a mobile device. This is a new and improved version of Facebook’s Canvas ads. This is a single ad that contains up to 10 cards, each card can be an image or video. This is a subtype of the video ad where multiple images can be combined with text overlays and sound and turned into a video. In total, Facebook lists six different ad formats: However, it’s the ad creative that Facebook users view and interact with. In our previous $1,000 experiments, we’ve covered the other elements that we can control in a Facebook ad campaign including the audience, the optimization type, and the landing page. In this experiment, we are going to put three of the most common Facebook ad formats – image, slideshow video, and carousel – in a head to head test. And so the type of ad unit you choose can make or break your Facebook ad campaign. These are all serious, well-founded questions for which we must find the answer.Īt the heart of any successful advertising campaign is, of course, the ad creative itself. Should you invest to produce a fancy video? Or would a simple image ad work? Or maybe it’s better to showcase more products with a slideshow? And what about the Facebook instant experience? Should you go all-in on mobile? At AdEspresso we often get asked: which is the best Facebook Ad Format? Which one will yield your business the best results?