It is very important to test creatives when running ads on Meta, but in what order? We have developed our internal system where we always start with the marketing angle – from which perspective the customer is the most likely to react. In some cases potential customers are more likely to engage with prices. Prices are a good marketing angle if there is no need for persuasion of the need of the service. On the other hand if the potential customer is not aware of the problem or knows little, then more educational type of ads are working better. Understanding the right angle is crucial at the begging of campaign before we start production of high-quality videos. That saves us time, money and gives us direction where to go.
We tested a new service for one of our customers in health industry who promoted botox injections. One angle was the price, the other was “Why botox inejction might be a good solution for you” as more educational type of ad.
We conducted an A/B test where the variable was visual. Here were the campaign details – Targeting – Latvia, broad, IG. Industry – Health
Length – 1 week
Image – Educational Image – Price
| Image | Type | CTR% | Conversion rate % |
| Educational | carousel | 0.88% | 5.7 |
| Price | static single image | 0.61% | 5.5 |
As you can see, in this case the CTR% was higher for educational image and mainted the same CR%, giving 23% lower CPA.
