How does request to comment can affect your FB Mobile Newsfeed Ad’s performance? Let’s see results of an A/B test by RummyCircle.
KPI: Cost per paid player
Channel: Facebook Newsfeed Ads
Comment request on an ad will decrease cost per paid player.
RummyCircle noticed a positive effect of comment request on their FB ads for desktop. Therefore they decided to check if a similar effect is visible for mobile ads.
Version A: FB Ad with a comment request.
Version B: FB Ad without a comment request.
Winner: Version B (no comment request)
Clicks: 10% higher (+)
Conversion to lead: 59.4% higher (+)
Cost Per Action: 224.7% lower (+)
Hypothesis that request to comment for mobile ads decreases cost per player is wrong.
1. Mobile and desktop ads can behave differently.
2. Shorter copy performs better.
3. Different commenting experience for Facebook on web and mobile can affect your ad performance.