CTR (Clickthrough Rate)
Comments Indicating Purchase Intention
(Benchmark Conversion Rate: 9.21% on Facebook Ads)
Would there be a potential lift in conversions among users who express interest on ads, when they are engaged through private messages? We set up a study to find out.
One of BrandBastion's clients is a two-sided marketplace platform running direct response campaigns that uses dynamic ads and has thousands of ad variations running at any given time.
The objective of this study was to determine if there is a potential lift in conversions among users who commented on the company’s ads but did not convert, when they are engaged through private messages.
Out of the 17,403 comments posted on the company’s ads during the study period, 5,446 unique users (34.7%) were qualified for receiving a personalized message based on the selected criteria. BrandBastion reaching out to these users with a message resulted in additional app installations with an 11.36% conversion rate.