In paid media, we can run Experiments and Predictive Content with display/banners ads and Facebook, the most popular social media network worldwide. For Facebook, ads often appear in newsfeed on desktop/mobile and in the right column on desktop. High-volume social channels provide the ideal environment to Experiment with personalized messages. Our campaigns in paid media can help you:
Achieve higher engagement at lower cost with the right words and images
Attract quality visitors from social sites to your own website
Personalize messages to key user groups
Build brand engagement and advocacy.
Learnings from Paid Media Experiments and Predictive Content
By running a paid media Experiment or Predictive Content, you could learn:
The top-performing and bottom-performing emotions in social channels and display ads
Which features are most compelling to the social and display audiences you are targeting (like free shipping versus rewards points)
Whether or not the image you use is a significant contributor to engagement, and which headlines and/or text overlays are beneficial to accompany them with
If conveying a particular narrative, like wanderlust or indulgence, resonates with your customers in paid media contexts.
Commonly Observed KPIs
We often observe KPIs for paid media Experiments and Predictive Content such as:
Click rate
Conversion rate
Cost
Revenue.
Use Case Example
A major bank ran an Experiment on its carousel ad on Facebook. They wanted to understand how different creative elements impacted campaign performance. Persado analyzed the bank’s original creative and created a Persado-generated alternative that increased customer engagement by 133%. Through the Experiment, we found that:
Rearranging the frames in the carousel contributed to half of the increased ad performance
Emotions like encouragement motivated customers to click through to the next step
Customers preferred the card’s benefits framed as a number, rather than a bulleted list.