Difference Between Versions:
Version A – Mobile Facebook ad asking mobile users to comment
Version B – Exact same ad, but no request to comment
Key Performance Indicator (KPI):
Cost Per Acquisition (CPA)
Increase engagement on the Facebook ad, resulting in more players visiting the online gaming site
Paid and social — Mobile Facebook users
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Winner: Version B, the mobile Facebook ad that did NOT ask users to comment was the strong winner.
Surprised by this result?
So was Rummy Circle.com, India’s largest online gaming site.
In a previous study, with desktop users, the testing team found asking viewers to comment on the Facebook ad worked best.
But, in the test, with mobile users, the opposite was true.
Not asking mobile users to comment on the Facebook ad generated 10.1% more clicks on the ad, creating 59.4% more Facebook ad leads.
Of these leads, 261.1% more clicked to RummyCircle.com’s site, resulting in a 224.7% lower Cost Per Acquisition (CPA) rate. Results achieve 99% confidence.
Why did removing the comment request in the ad work best for mobile users?
Click here to find out
You’ll get an insightful analysis and valuable takeaways you can apply to your own work.
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