Top 5 Facebook Advertising Questions Answered

There are numerous tactics to help you create a successful Facebook ad. As I mentioned earlier, most successful ads contain social proof, value propositions, strong CTA (call-to-action) buttons, and eye-catching, quality images. As well as a well-written text that is clear, concise, and grammatically correct.

When creating an ad, you may have come up with other questions, questions that were not answered in any of my other articles that help you create successful ads. Fortunately for you, these questions have been answered below, and the answers from Ad Espresso's A / B tests turned out to be true. Please note, however, that an accurate Facebook A / B ad test requires at least 10,000 impressions and 500 ad clicks. Because some of the examples below have fewer ad clicks, you should consider the examples as guidelines (rather than a rule) for your own A / B tests.

1. Does Including Emoticons In Text Increase Click Through Rates (CTR)?

Answer: Yes.

Ad Espresso found that text with a smiley had higher click-through rates than a copy without a smiley.

Ad Espresso did an A / B test of one Scoro ad against another. Although the ads shared the same CTA texts, images, and buttons, one headline had an emoticon flag while the other did not. Surprisingly, the ad with the emoticon had a CTR of 0.846%, while the ad without the emoji had a CTR of 0.351%.

2. Are Product Images Better Than Stock Photos?

Ad Espresso tested three different ads against each other. While all three ads had the same CTA texts and buttons, two had a photo of the product, while the third had a stock photo. Ad Espresso found that both ads with the product photo outperformed the ad with the common stock photo.

3. Is "Learn more" a better performing CTA than "Sign up"?

Answer: "Sign up" is a better call to action.

While testing one Scoro ad against another, Ad Espresso found that the ad with the CTA "Sign Up" outperformed the ad with the CTA "Learn More" by 14.5%.

4. Are Exclamation Signs Effective in the Text?

Answer: No.

When testing an ad with an exclamation point in the text against an ad without an exclamation point, Ad Espresso found that the ad without the exclamation point had a CTR (click-through rate) of 2.32%. In contrast, the exclamation point ad had a CTR of 1.10%. The exclamation-free ad also outperformed the other variation by 187% in terms of cost per click.

5. Is the Desktop News Section a Better Placement Than the Mobile News Section?

Answer: The mobile news section is better.

Ad Espresso found that the click-through rate was highest for desktop ads (0.30% vs. 0.17% for mobile placement vs. 0.07% for the right column). However, the moving column (cost per lead $ 6.56) and the right column (cost per lead $ 6.71) outperformed the desktop ad placement (cost per lead $ 9.61) by 146% and 143%, respectively. Therefore, advertising on mobile devices costs less than advertising on desktop.

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