Last November Facebook conducted an eight day study, two four day phases, where they tested three sequencing strategies in both desktop and mobile News Feeds. Each group was targeted with a single ad, either a video or photo:
• Video ad followed by photo ad (photo is the same as the thumbnail of the video)
• Photo ad followed by video ad (same ads as previous group but different order)
• Sequenced series of two photo ads (first photo ad is the same as other groups
Facebook described its findings:
The effectiveness of each strategy was measured by comparing to the control group the additional people who visited their website and the additional people who spent with the advertiser online. All three techniques performed by driving more visitors to the advertiser’s website than the control, but the sequenced series of two photo ads was the most effective. The photo-only sequence outperformed the other strategies on driving unique traffic with a 75 percent higher likelihood than the control.
Beyond attracting visitors to its website, the advertiser’s main metric of success was driving online transactions. In this study, the combination of a video ad followed by a photo ad drove the most impact on unique conversions. In fact, this group was 31 percent more likely to make an online transaction than the control group.
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