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QuoteWhich CTA button is better? Using Dynamic Creative, I ran a series of test ads, and out of five CTA buttons I tested, these are the results of the top two:
"Download" - spent $45.40, got 145 clicks, CPC is $0.14, CTR is 6.61%.
"Sign Up" - spent $22.85, got 107 clicks, CPC is $0.09, CTR is 8.98%.
To me, it looks like the "Sign Up" button is better, since the CTR is higher, and the CPC is lower.
So why would FB send more traffic to the "Download" button?
Yes, it got more clicks, but the actual cost was higher, and the performance was lower.
Thanks for you help, everyone!
Andrew Colyer
New York
Hi Andrew,
The cal to action button that works best for me varies from ad to ad. But Learn more, listen, subscribe, download, and sign up have all worked.
The reason Download is likely getting more traffic, despite the lower CTR is either because the winning ad was not the winning ad initially, and you are viewing the stats in the progress of shifting, or it may be because the entire campaign was cheaper in the beginning and after Facebook picked a winner the overall performance has begun to suffer, but all things being equal, the Download button worked best.
You really don't have enough statistical significance to know for sure. You might take a look at the daily numbers. That might help you to isolate which one is the true winner.
But I don't usually over think it. You have a reasonably similar amount of clicks on each ad, I'd feel comfortable assuming that sign up was the winner, if you can't afford to give it more time. Even if it's not the true statistical winner, you know that it performed reasonably well.
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