Results: Which Facebook health ad won?

Which Facebook health ad won?

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Difference Between Versions:

Version A – Facebook ad with header copy stating “Healthcare!” followed by some benefits of purchasing health insurance through the selling company, Ditzo
Version B – Similar Facebook ad, but with header copy questioning, “Almost 18?” then outlining some of the benefits of getting health insurance through the company


Key Performance Indicator (KPI): 

Clickthrough Rate (CTR)


Test Goal:

Increase enrollment in a health insurance plan

 

Traffic Source:

Targeted Faceboook users

 

Audience: 

Almost 18-year old Dutch Facebook users

 

Organization: 

Ditzo - Dutch insurance provider

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Test Run By

Greenhouse Group

Test Run For

Ditzo

Test Run On

Facebook

WINNING VERSION

B

Poll Results - The Best Guesses:

Which Facebook health ad won?

  • Version B
  • Version A
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Foreward:

We are living in an unprecedented time. Never before has the world experienced such a crippling global health crisis.

According to this global health tracker, there are currently (as of Mar. 19, 2020) over 227 thousand cases of Corona virus (COVID-19), across 165 countries.

The health and safety of the world’s population is in question. And, extensive measures are being taken to slow the spread of this deadly virus. Beyond quarantines, social distancing, and self-isolation, COVID-19 is changing the way we work and function as a society.

The loss of lives is tragic and deeply saddening.

The economic losses are equally grim; it’s expected COVID-19 will cost the global economy $2.7 trillion.

For digital marketers, the changes are particularly profound. While some companies may benefit, many others are quickly losing traffic and subsequent conversions.

According to Neil Patel, the healthcare, finance, food, and media industries are seeing large spikes in traffic — and potential conversions — as a result of COVID-19. Not surprisingly, the travel, transportation, construction, and advertising spaces are taking major hits:

covid19traffic

As a result, Neil Patel reports almost all industries — except for food, healthcare, media, and pharmaceuticals — have seen a sharp drop in conversions, since the Corona Virus hit North America:

covid19conversion

The results may be particularly distressing, especially for retailers selling non-essential goods.

However, even in the darkest of times, the sun can always shine through, creating a silver lining for you as a digital marketer. Right now, the golden opportunity appears to be in Pay Per Click (PPC) advertising.

Opportunities in PPC Ads

According to Ezoic, major players in the travel, entertainment, and fitness industries will be curtailing their online ad spend, due to the economic implications of COVID-19. That’s because pulling ads is one of the quickest and easiest way to cut costs.

As a result, there will likely be a drop in competition in ad auctions, decreasing pricing. Premium ad space will now become more readily available, for cheaper.

Looking at the situation from a PPC perspective, there may be a major shift in Cost Per Click (CPC) acquisitions. Once prized keywords held — and paid for by major players in major industries — could now become available to for a lot cheaper!

In addition to lower cost keywords, you may now also be able to upshift the rank, or placement, of your ads for a much lower CPC. The result will be a more favorable Cost Per Acquisition (CPA) for you.

The opportunities may be particularly promising for digital marketers looking to capture more customers, at a lower cost, through platforms like AdWords and Facebook.

Facebook Ads

Focusing on Facebook ads, it’s no secret that a well done, relevant, targeted ad can speak to your audience and motivate them to convert. But, what elements create conversions?

To explore this question, here’s a health-related Facebook ad A/B test.

The results from this study may give you insight into some valuable tactics you can to increase conversions, even during this very difficult health crisis.

The study was done by the Dutch digital agency, Greenhouse Group, for Ditzo, a Dutch insurance company that sells many types of insurance, including health insurance. Although the study was performed prior to the Corona virus outbreak, the findings and takeaways remain applicable today.


 

Poll Results - The Best Guesses:

Which Facebook health ad won?

  • Version B
  • Version A
Loading ... Loading ...
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