Facebook today has added new capabilities to is Conversion Lift measurement tool for advertisers that will help them understand exactly which ads are driving their advertising objectives best. This will enable them to “make more informed marketing choices to enable them to build their businesses”, Facebook said.
In January, Facebook launched Conversion Lift to help businesses “advertise smartly”, with the tool designed to “help marketers understand the additional business Facebook Ads drive”.
“Up until now conversion lift studies have measured the effectiveness of Facebook advertising by separating an advertiser’s audience into two groups: a randomised test group that sees ads and a control group that doesn’t,” the social media giant said in a statement. “This kind of study shows advertisers how effective their Facebook ads are at driving their intended goal. But now advertisers can compare multiple ads with the same objective against each other, so they can not only see if Facebook advertising is working but exactly which advertising approaches work the best for their goal.”
Among other things, conversion lift studies with multiple test and control groups help advertisers determine:
- Which ad units perform best for their objective
- Whether brand and direct response ads work better to achieve the objective than brand ads or direct response ads on their own
- What value mobile ads are driving
- Whether lifestyle creative or product-focused creative best accomplishes their goal
It gives as an example, Wix, a cloud-based website platform, which ran a conversion lift study with multiple test and control groups to determine whether direct response ads in combination with brand awareness video ads would drive more premium subscriptions than using direct response ads alone. The test showed that the direct-response-only campaign prompted notable growth in subscriptions, but the combination of direct response ads with video ads produced even more subscriptions.
Similarly, German shopping club, Westwing ran a conversion lift study with multiple test and control groups to determine whether link ads or carousel ads were more effective at driving registrations. They found that both marketing approaches were effective for their goal but that carousel ads were 34% more effective than link ads at driving registrations.
“Facebook has given us the tools to test the effectiveness of multiple ad types against multiple objectives in a scientifically valid way, allowing us to quickly act to maximize the efficiency of our campaigns,” said Dr. Valentin Schellhaas, the chief marketing officer at Westwing.
Additionally, conversion lift studies can now be set up to measure lift across purchase channels, like stores, websites and apps, so advertisers can get a holistic view of their ad performance. Multi-channel measurement shows the advertiser the overall effect their ads contributed and can also be viewed by channel to see how the ads drove sales in store, online or in app.
When you understand which marketing approaches work best, you can optimize campaigns and better understand your return on ad spend. To run a conversion lift test, you need:
- A campaign that isn’t live yet and will have sufficient statistical power for meaningful and accurate results
- Accessible conversion data, either through a Facebook pixel, App Events or email addresses or phone numbers for offline conversions.
