Promising Messages & Demographic Groups
We also investigated the effectiveness of the different messages across different demographic groups. For these analyses, although the advertisement sets received the same budget, the specific advertisements within the sets were shown in different quantities to different groups due to Facebook advertising’s automatic prioritisation of high-performing ads. Therefore, we only report here the CTR, which is therefore comparable across advert sets despite different audience sizes.
The technical analysis here was performed using multiple linear regression. The dependent variable was CTR, and predictor variables included age, gender, and dummy variables for advertisement sets relative to the reference set (social ads). This method can identify demographic features and advertisement sets which were associated with a higher CTR.
As shown in the regression table, these variables accounted for 28% of the variance in CTR, suggesting that they had a significant effect on advertisement success. As shown, factors associated with higher CTRs included being female, older, and seeing advertisements depicting animals.
We can represent this more intuitively in a graph. In this graph, we see the advert topics represented in the bar outline colours, and age and gender represented as the colour of the solid bars. Younger groups are represented in lighter colours, older groups in darker colours, and males and females are represented in blue or red respectively.
We can see a relatively high density of darker colours and reds towards the top of the graph, indicating that older groups and female groups are amongst the most likely to click ads, while younger people and males are amongst the least likely.
We can also see that animal-related adverts tended to be concentrated towards the top of the graph, indicating that animal adverts were the most effective across most groups. In combination, the ad set with the highest clickthrough rate by far was animal adverts shown to females over the age of 60 – more than 7% of these cases resulted in an ad click, compared to an overall average of about 1.5%.