Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components
In the era of digitally dominated competition, where the effectiveness of Facebook ads prompts the social media marketing strategy, new opportunities arise for most industries. In this context, this study aims to discover and summarize the key optimisations regarding the creative ad components neede...
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| Format: | Article |
| Language: | English |
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MDPI AG
2021-09-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
| Subjects: | |
| Online Access: | https://www.mdpi.com/0718-1876/16/6/128 |
| _version_ | 1797518524254519296 |
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| author | Eliza Nichifor Radu Constantin Lixăndroiu Ioana Bianca Chițu Gabriel Brătucu Silvia Sumedrea Cătălin Ioan Maican Alina Simona Tecău |
| author_facet | Eliza Nichifor Radu Constantin Lixăndroiu Ioana Bianca Chițu Gabriel Brătucu Silvia Sumedrea Cătălin Ioan Maican Alina Simona Tecău |
| author_sort | Eliza Nichifor |
| collection | DOAJ |
| description | In the era of digitally dominated competition, where the effectiveness of Facebook ads prompts the social media marketing strategy, new opportunities arise for most industries. In this context, this study aims to discover and summarize the key optimisations regarding the creative ad components needed to run highly personalized ads based on a user profile. The participants were Facebook users between the ages of 18 and 65+ who were interested in dental services. Qualitative methods were adopted in order to discover suitable options for professionals to grow their business. In the first stage, the A/B split test using the Facebook Ads manager labelled the most effective creative component. In the second stage, an eye-tracking experiment generated 30 heatmaps that showed the differences between the segments. The results show solutions for attracting users by increasing the level of personalization of the ads. They are more beneficial for social media campaigns aimed at brand awareness targeting women and showing them a happy human face. When the target audience is men, technical details are preferred in order for the ad to become more attractive for them. This study enriches the literature and empowers professionals to deploy social media marketing growth strategies to attract users and make them convert to their full potential. |
| first_indexed | 2024-03-10T07:30:38Z |
| format | Article |
| id | doaj.art-1ebba3cf771e47a8b56100f4ff6fbfa7 |
| institution | Directory Open Access Journal |
| issn | 0718-1876 |
| language | English |
| last_indexed | 2024-03-10T07:30:38Z |
| publishDate | 2021-09-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Theoretical and Applied Electronic Commerce Research |
| spelling | doaj.art-1ebba3cf771e47a8b56100f4ff6fbfa72023-11-22T13:52:08ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762021-09-011662319234010.3390/jtaer16060128Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative ComponentsEliza Nichifor0Radu Constantin Lixăndroiu1Ioana Bianca Chițu2Gabriel Brătucu3Silvia Sumedrea4Cătălin Ioan Maican5Alina Simona Tecău6Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, Colina Universității Street, No. 1, Building A, 500068 Brașov, RomaniaFaculty of Economic Sciences and Business Administration, Transilvania University of Brașov, Colina Universității Street, No. 1, Building A, 500068 Brașov, RomaniaFaculty of Economic Sciences and Business Administration, Transilvania University of Brașov, Colina Universității Street, No. 1, Building A, 500068 Brașov, RomaniaFaculty of Economic Sciences and Business Administration, Transilvania University of Brașov, Colina Universității Street, No. 1, Building A, 500068 Brașov, RomaniaFaculty of Economic Sciences and Business Administration, Transilvania University of Brașov, Colina Universității Street, No. 1, Building A, 500068 Brașov, RomaniaFaculty of Economic Sciences and Business Administration, Transilvania University of Brașov, Colina Universității Street, No. 1, Building A, 500068 Brașov, RomaniaFaculty of Economic Sciences and Business Administration, Transilvania University of Brașov, Colina Universității Street, No. 1, Building A, 500068 Brașov, RomaniaIn the era of digitally dominated competition, where the effectiveness of Facebook ads prompts the social media marketing strategy, new opportunities arise for most industries. In this context, this study aims to discover and summarize the key optimisations regarding the creative ad components needed to run highly personalized ads based on a user profile. The participants were Facebook users between the ages of 18 and 65+ who were interested in dental services. Qualitative methods were adopted in order to discover suitable options for professionals to grow their business. In the first stage, the A/B split test using the Facebook Ads manager labelled the most effective creative component. In the second stage, an eye-tracking experiment generated 30 heatmaps that showed the differences between the segments. The results show solutions for attracting users by increasing the level of personalization of the ads. They are more beneficial for social media campaigns aimed at brand awareness targeting women and showing them a happy human face. When the target audience is men, technical details are preferred in order for the ad to become more attractive for them. This study enriches the literature and empowers professionals to deploy social media marketing growth strategies to attract users and make them convert to their full potential.https://www.mdpi.com/0718-1876/16/6/128social media marketingA/B split testeye trackingcreative optimisationdigital marketing for the dental industrybusiness growth |
| spellingShingle | Eliza Nichifor Radu Constantin Lixăndroiu Ioana Bianca Chițu Gabriel Brătucu Silvia Sumedrea Cătălin Ioan Maican Alina Simona Tecău Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components Journal of Theoretical and Applied Electronic Commerce Research social media marketing A/B split test eye tracking creative optimisation digital marketing for the dental industry business growth |
| title | Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components |
| title_full | Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components |
| title_fullStr | Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components |
| title_full_unstemmed | Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components |
| title_short | Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components |
| title_sort | eye tracking and an a b split test for social media marketing optimisation the connection between the user profile and ad creative components |
| topic | social media marketing A/B split test eye tracking creative optimisation digital marketing for the dental industry business growth |
| url | https://www.mdpi.com/0718-1876/16/6/128 |
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