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Split test went the wrong way - anyone else have this happen?
So I've been running FB ads for a local coffee shop in Denver for about 3 months now. I split tested two creatives - one was a photo of a latte art closeup and the other was a video of the barista pouring. The video cost me 3x more to produce but it got way lower CTR and higher cost per lead than the simple photo. I thought video always wins in 2024 right? But nope. Has anyone else had static images outperform video in their ad sets? What am I missing here?
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coleman.christopher6d ago
Facts. That "video always wins" thing is such a myth. I had the same thing happen with a local music shop ad I ran-spent a ton making this slick reel of a guy playing guitar, and a basic photo of a guitar on a stand with a text overlay outdid it by like 40% on CTR. It's wild how much people overthink what's gonna perform. Sometimes the simple stuff just hits different because it's not trying too hard. Your latte art photo probably felt more real and less like a commercial, you know? I've learned to never assume the fancier option is the winner until I see the numbers.
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