Advertising is an effective tool for boosting brand awareness, shifting perceptions, and driving people to buy. It can truly make or break a brand.
Continuum Ads recently launched a LinkedIn advertising campaign to increase awareness of our brand among our target audience.
We created a series of ad variations with different ad copy and visuals and wanted to test which combination of elements would generate the highest engagement.
We hypothesised that certain combinations of ad copy and visuals would perform better than others in terms of generating engagement on LinkedIn.
Specifically, we believed that using shorter, punchier ad copy and bright, eye-catching visuals would be more effective than longer, more descriptive copy and muted visuals.
To test our hypothesis, we conducted an A/B/n multivariate test that randomly assigned viewers to different ad variations:
In the case study, the traditional ad campaign yielded 464,690 impressions at an Average CPM of $0.13 and a cost of $0.2 per 1000 people reached. This scenario sets a high-cost barrier for reaching a wider audience.
After continous automated testing with the Continuum Ads Engine, the campaign metrics improved drastically.
Impressions soared to 541,501, while Average CPM dropped to $0.094, and the cost per 1000 people reached fell to $0.15.
The brand's reach expanded significantly while saving on ad spending.
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