increase in ROAS
Visible comments can heavily impact brand perception (positively or negatively) and performance on both branding and direct response campaigns. When left unmanaged, comment sections can become breeding grounds for highly negative comments, PR crises, unanswered customer complaints, and more.
We ran an A/B test with two identical ad campaigns with the same budget and the same target audience.
Moderation product in place to ensure harmful comments wouldn’t impact the performance.
Campaign A had no responses issued.
+24% more conversions
+47% more purchases
+49% more revenue per purchase: Average basket value increased from $141 to $210
+109% increase in return on ad spend
-29% decrease in cost per result: Cost per website purchase decreased from $99.16 to $70.38