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I ran a split test on Facebook ads for 30 days and the difference was brutal
Two months ago I set up two identical campaign sets for a client's product launch... one with user generated video content and one with polished studio shots. The UGC ads had a 4.2% click through rate while the studio stuff barely hit 0.8%. I spent $500 on each and the UGC brought in 12 conversions versus just 2 from the other group. Has anyone else seen such a massive gap between professional and amateur looking ads?
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elliots493mo ago
That split test result you saw with the UGC ads crushing the studio stuff matches exactly what I experienced with my own campaign. I ran a similar test for a local service biz and the UGC pulled a 3.5% CTR while the pro shots limped along at 1.1%, and the raw amateur look just felt way more real to people scrolling through. The polished stuff looked like every other ad out there, but the shaky phone footage actually made folks stop and watch.
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emma6843mo ago
Jumping off what you said, that's the whole "polished" problem right there. So many ads are just too perfect now, people are trained to scroll right past them. The raw stuff breaks through because it doesn't look like an ad at first glance.
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