{"id":58912,"date":"2018-08-02T07:47:03","date_gmt":"2018-08-02T15:47:03","guid":{"rendered":"https:\/\/adespresso.com\/?p=58912"},"modified":"2018-08-02T11:28:25","modified_gmt":"2018-08-02T19:28:25","slug":"facebook-ad-copy-length-experiment","status":"publish","type":"post","link":"https:\/\/adespresso.com\/blog\/facebook-ad-copy-length-experiment\/","title":{"rendered":"Facebook Ad Copy Length: Short or Long Which is Best? (a $1,000 Experiment)"},"content":{"rendered":"<p>When creating Facebook ads, most of the creative has to fit within certain limitations.<\/p>\n<p>For example, the image has to be a set ratio and size, and if the headline, or the link description,\u00a0are too long, they get cut off.<\/p>\n<p>That leaves <strong>the ad text as the primary variable<\/strong>,\u00a0as it can be just a single word or the equivalent of a short story.<\/p>\n<p><a href=\"\/academy\/blog\/facebook-ad-copy-length-experiment\"><img decoding=\"async\" class=\"img-cover-illustration aligncenter wp-image-58968 size-large\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2018\/07\/university-experiment-E-11-1024x536.jpg\" alt=\"facebook ad copy length - adespresso experiment\" width=\"1024\" height=\"536\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2018\/07\/university-experiment-E-11-1024x536.jpg 1024w, https:\/\/adespresso.com\/wp-content\/uploads\/2018\/07\/university-experiment-E-11-300x157.jpg 300w, https:\/\/adespresso.com\/wp-content\/uploads\/2018\/07\/university-experiment-E-11.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<p>As the ad text has so many possibilities, <strong>we get asked all the time<\/strong> at AdEspresso <strong>which length is best?<\/strong><\/p>\n<p>The AdEspresso motto is: <em><strong>Never assume anything. Always test everything.\u00a0<\/strong><\/em>So we invested $1,000 of real ad spend to find the scientific answer.<\/p>\n<p>And we discovered that<b> the best length for your Facebook ad text is&#8230;<\/b> (Keep reading to know!)<\/p>\n<p><!--more--><\/p>\n<p>The aim of this experiment was to drive downloads of our Facebook Custom Audiences eBook:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-540489 size-large\" src=\"https:\/\/university.adespresso.com\/wp-content\/uploads\/2018\/05\/university-may-experiment1-815x1024.png\" alt=\"facebook ad copy length - adespresso experiment - goal\" width=\"815\" height=\"1024\" \/><\/p>\n<p>When the book is downloaded it takes the user through to a thank you page where the lead pixel is fired.<\/p>\n<p><strong>We tracked the lead pixel and used this to measure our <\/strong>CPA, in this case<strong>, cost per lead.<\/strong><\/p>\n<h2>Facebook Ad Copy Length Experiment: <em>The Setup<\/em><\/h2>\n<p>Apart from the ad text, we tried to keep everything else as consistent as possible <strong>to reduce the effect of any other elements on the ad performance.<\/strong><\/p>\n<p>This means <strong>each ad used the same image, headline, link description and CTA button.<\/strong><\/p>\n<h4>In details, the setup was:<\/h4>\n<ul class=\"list-custom\">\n<li><b>Audience: <\/b>1% US lookalike of customers, giving a total audience size of 2.1 million<\/li>\n<li><b>Budget:<\/b> $1,000 over the course of 14 days<\/li>\n<li><b>Campaign structure:<\/b> one ad per adset, meaning each ad was given the same budget<\/li>\n<li><b>Placements:<\/b> desktop and mobile<\/li>\n<li><b>Optimization:<\/b> conversions<\/li>\n<\/ul>\n<p><strong>We tested 7 different ad texts;<\/strong> each one was created by our resident blog writer Ana Gotter to ensure Top quality.<\/p>\n<p>Here are the different versions, from long to short:<\/p>\n<ol>\n<li>\n<h4><span class=\"marker\"><strong>One Sentence \u2013 <em>Version A:<\/em><\/strong><\/span><\/h4>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-540490 size-full\" src=\"https:\/\/university.adespresso.com\/wp-content\/uploads\/2018\/05\/university-may-experiment2.png\" alt=\"facebook ad copy length - adespresso experiment text example 1\" width=\"892\" height=\"827\" \/><\/li>\n<li>\n<h4><span class=\"marker\"><strong>One Sentence \u2013 <em>Version B:<\/em><\/strong><\/span><\/h4>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-540491 size-full\" src=\"https:\/\/university.adespresso.com\/wp-content\/uploads\/2018\/05\/university-may-experiment2b.png\" alt=\"facebook ad copy length - adespresso experiment text example 2\" width=\"927\" height=\"857\" \/><\/li>\n<li>\n<h4><span class=\"marker\"><strong>Bullet Points:<\/strong><\/span><\/h4>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-540492 size-full\" src=\"https:\/\/university.adespresso.com\/wp-content\/uploads\/2018\/05\/university-may-experiment3.png\" alt=\"facebook ad copy length - adespresso experiment text example 3\" width=\"840\" height=\"965\" \/><\/li>\n<li>\n<h4><span class=\"marker\"><strong>Bullet Points + Emojis:<\/strong><\/span><\/h4>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-540493 size-full\" src=\"https:\/\/university.adespresso.com\/wp-content\/uploads\/2018\/05\/university-may-experiment4.png\" alt=\"facebook ad copy length - adespresso experiment text example 4\" width=\"860\" height=\"933\" \/><\/li>\n<li>\n<h4><span class=\"marker\"><strong>One Paragraph:<\/strong><\/span><\/h4>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-540494 size-full\" src=\"https:\/\/university.adespresso.com\/wp-content\/uploads\/2018\/05\/university-may-experiment5.png\" alt=\"facebook ad copy length - adespresso experiment text example 5\" width=\"878\" height=\"907\" \/><\/li>\n<li>\n<h4><span class=\"marker\"><strong>Three Paragraphs:<\/strong><\/span><\/h4>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-540495 size-full\" src=\"https:\/\/university.adespresso.com\/wp-content\/uploads\/2018\/05\/university-may-experiment6.png\" alt=\"facebook ad copy length - adespresso experiment text example 6\" width=\"801\" height=\"998\" \/><\/li>\n<li>\n<h4><span class=\"marker\"><strong>Six Paragraphs:<\/strong><\/span><\/h4>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-540496 size-large\" src=\"https:\/\/university.adespresso.com\/wp-content\/uploads\/2018\/05\/university-may-experiment7-629x1024.png\" alt=\"facebook ad copy length - adespresso experiment text example 7\" width=\"629\" height=\"1024\" \/><\/li>\n<\/ol>\n<h2>Facebook Ad Copy Length Experiment:\u00a0<em>Hypothesis<\/em><\/h2>\n<p>Rather than the AdEspresso team predicting the outcome we polled our customers in our AdEspresso University Facebook group, as well as asking our Hootsuite colleagues.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-540497 size-full\" src=\"https:\/\/university.adespresso.com\/wp-content\/uploads\/2018\/05\/university-may-experiment8.png\" alt=\"facebook ad copy length - adespresso experiment - prediction poll\" width=\"607\" height=\"784\" \/><\/p>\n<p>In total, we received 135 votes from this pool of experienced marketers and<span class=\"marker\"><strong> the prediction was that short ad text would give the lowest cost per lead.<\/strong><\/span><\/p>\n<h2>Facebook Ad Copy Length Experiment:<em>\u00a0The\u00a0Results<\/em><\/h2>\n<p>Each ad spent $142.90 (+\/- $0.10) over the course of 14 days and produced the following results:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-540498 size-large\" src=\"https:\/\/university.adespresso.com\/wp-content\/uploads\/2018\/05\/university-may-experiment9-1024x498.png\" alt=\"facebook ad copy length - adespresso experiment results\" width=\"1024\" height=\"498\" \/><\/p>\n<h4><span class=\"marker\"><b>The trend that we observed is that the mid to long ad text produced the lowest CPA and the maximum number of leads.<\/b> <\/span><\/h4>\n<p>When we simplified the ad text by keeping it to just one sentence or by breaking everything out using emojis, the CPA was significantly higher.<\/p>\n<p>Next, we can look at the predictions from marketers:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-540499 size-large\" src=\"https:\/\/university.adespresso.com\/wp-content\/uploads\/2018\/05\/university-may-experiment10-1024x500.png\" alt=\"facebook ad copy length - adespresso experiment - predictions\" width=\"1024\" height=\"500\" \/><\/p>\n<p>Only 11% of votes were for the 3 best performing ads.<\/p>\n<p>We\u2019ll cover this in more detail in the conclusions section.<\/p>\n<h4><span class=\"marker\"><strong>Here\u2019s the overall campaign performance:<\/strong><\/span><\/h4>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-540500 size-large\" src=\"https:\/\/university.adespresso.com\/wp-content\/uploads\/2018\/05\/university-may-experiment11-1024x407.png\" alt=\"facebook ad copy length - adespresso experiment results\" width=\"1024\" height=\"407\" \/><\/p>\n<p><strong>Note the high cost per click at $5 and relatively high CPM at $46.<\/strong><\/p>\n<p>However, as we covered in <strong>another $1000 Experiment:\u00a0<\/strong><a href=\"\/?p=56611\" rel=\"noopener\"><strong>Which Facebook Campaign Optimization Type Works Best?<\/strong><\/a>\u00a0Good<span class=\"marker\"> quality traffic costs money.<\/span><\/p>\n<p><strong>In this case, it was worth the price, as it resulted in a 79% conversion rate<\/strong> which is over double what we see for many campaigns.<\/p>\n<p><strong>The cost per lead<\/strong> (blue line on the graph) was mostly stable but <strong>saw a considerable spike in cost on the 10th May.<\/strong><\/p>\n<p>We were unable to find a reason for this, but it demonstrates <span class=\"marker\"><strong>the importance of letting a campaign run for long enough to eliminate the effect of day to day random variation.<\/strong><\/span><\/p>\n<h2>Facebook Ad Copy Length Experiment:<em>Conclusions<\/em><\/h2>\n<p>The key points we discovered were:<\/p>\n<ul class=\"list-custom\">\n<li><strong style=\"font-size: 28px;\">Poorly performing ad text costs 2.4 times per lead than the best version<\/strong><\/li>\n<\/ul>\n<p>This is a huge variation and could be the difference between ads being profitable and allowing budgets to be scaled and on the other hand having to pause advertising because it\u2019s too expensive.<\/p>\n<p><strong>Keep in mind that ad text only has a minor effect on ad performance with the image or video and the headline having the most influence.<\/strong><\/p>\n<p>With a well-designed strategy to A\/B test all elements of the ad creative over time, the potential cost savings are enormous.<\/p>\n<p>Indeed we\u2019ve seen accounts with a difference of up to 10 times in CPA from the initial campaign to when ads have been tested and refined.<\/p>\n<ul class=\"list-custom\">\n<li><b style=\"font-size: 28px;\">89% of marketers voted for the 3 versions that performed the worst<\/b><\/li>\n<\/ul>\n<p>After working in advertising or running a business for a while, it\u2019s tempting to <strong>think that we know precisely what the audience wants. <\/strong><\/p>\n<p>This experiment proves that <strong>we actually get it wrong most of the time.<\/strong><\/p>\n<p><strong>Keep an open mind and always be testing,<\/strong> also be sure to include a few \u201cwildcard\u201d options in your testing as these might surprise you and halve your CPA.<\/p>\n<h2>Why did the longer versions perform better?<\/h2>\n<p><strong>It all depends on what your product is.<\/strong><\/p>\n<p>Some value propositions are obvious and can be conveyed in half a dozen words especially for well-known brands or items.<\/p>\n<p>For something more complex, in this case, a guide to Facebook Custom Audiences, the user needs more information before they can assess its value.<\/p>\n<p><strong>The audience should also guide your ad creation process.<\/strong><\/p>\n<p>In this case, we were attracting a B2B audience which gets targeted with many different lead magnets, so they want extra information before deciding to take action.<\/p>\n<p>Lead magnets aimed at a consumer audience, for example, a free recipe book, may need less explaining and the audience is easier to win over.<\/p>\n<h2>Final Thoughts<\/h2>\n<p><strong>It\u2019s worth keeping in mind that long-form ad copy only works if it\u2019s written well.<\/strong><\/p>\n<p>In our case, we used a professional copywriter.<\/p>\n<p>For many advertisers just starting out, it\u2019s easier to produce short ad text or a series of bullet points, and this may convert better than poorly written longer text.<\/p>\n<p><span class=\"marker\"><strong>Many businesses might find good results by starting off with short ads and then using the feedback from these to get a specialist to create longer versions.<\/strong><\/span><\/p>\n<p><em><strong>What do you think? Do you prefer to keep it long or cut it short? Will you experiment and share the results of your campaigns? What do you want us to experiment with next time?\u00a0<\/strong><\/em><\/p>\n<h4><strong><a href=\"https:\/\/university.adespresso.com\/membership-account\/membership-levels\/\" rel=\"noopener\">Join <\/a>our exclusive,\u00a0<a href=\"\/?page_id=57805\" rel=\"noopener\">AdEspresso University<\/a>\u00a0to get access to <a href=\"\/?page_id=57805\" rel=\"noopener\">ALL our $1,000 Experiment<\/a>, and become a member of our <a href=\"https:\/\/www.facebook.com\/groups\/AdEspressoUniversity\" rel=\"noopener\">Private AdEspresso University Facebook group <\/a>only for Top marketers!<\/strong><\/h4>\n","protected":false},"excerpt":{"rendered":"<p>When creating Facebook ads, most of the creative has to fit within certain limitations. For example, the image has to be a set ratio and size, and if the headline, or the link description,\u00a0are too long, they get cut off. That leaves the ad text as the primary variable,\u00a0as it can be just a single<a class=\"more-link\" href=\"https:\/\/adespresso.com\/blog\/facebook-ad-copy-length-experiment\/\"> Read More <\/a><\/p>\n","protected":false},"author":39,"featured_media":58968,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[626,30,1],"tags":[838,71],"level":[5,3,4],"platform":[128,6],"target-user":[15,17,14,131,16,319],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Facebook Ad Copy Length: Short or Long Which is Best? (a $1,000 Experiment)<\/title>\n<meta name=\"description\" content=\"Long or short? Which Facebook ad copy length performs best? We invested $1,000 of real ad spend to find the scientific answer. 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