Explore

MO-PCCY-23-11

Test setup

Test setup

Campaign Setting

Control Variant

Test Variant

Campaign Type

BAU (Adv+)

Adv+ Shopping Campaign

Conversion Event

Initiate Checkout

Targeting

Advantage+

NA (Automated)

Placements

Manual

NA (Automated)

Budget

$12,000

$12.000

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Campaign Brief

Control Variant (BAU) This involved us setting up an advantage+ BAU campaign, which allows us to provide some leading audience targeting indicators, but largely depends on Facebook’s adtech to find the right audience for the program.

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Test Variant (Adv+ Shopping Campaign) This is a fully automated strategy that allows us only to select the locations to be targeted in a particular campaign.

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Results:

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Only marginal differences (if any) are seen in the leading top funnel metrics like CTR, CPC and C2L when comparing the control and test variants.

Coming to mid-bottom funnel, the L2A is again on similar lines for both the variants

The metrics, overall, are however on the poorer side with an L2A of ~5%, almost 0% L2PA and a 137% CAC for the converting variant.

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