Facebook Creative Ad Tests

January – February 2016

Presented by: Ryan Walsh, Marketing Coordinator

Ad Campaign Summary

Summary: Four different ad sets created, each isolating one aspect to test.

Audience: Replicated same audience as 2015 ad tests for each 2016 test. Facebook users ages 28-65+ living within 50 miles of the Ferry and various local vacation destinations (Atlantic City, Rehoboth, etc.), whose interests include at least one of many different listed topics. This audience has a potential reach of up to 760,000 people each time.

Test # Campaign Dates

What Was Being Tested

Reach Results

Web Clicks

CPC Total Cost

1 1/14-1/19 New landscape visuals against 2015 controls

42,491 726 $0.17 $125

2 1/20-1/25 All Five New Visuals – landscapes and people

37,437 549 $0.23 $125

3 2/9-2/12 Choose to Cruise copy with Ferry Fun

19,073 290 $0.22 $65

4 2/12-2/17 Choose to Cruise copy vs. Ferry Fun

29,260 431 $0.29 $125

Test 1: 1/14-1/19Purpose: Test new landscape photography against 2015 Wake and Lighthouse Controls.

2016 visuals2015 Visuals

The copy used in this test was based on previous campaigns and familiar branding. Top Copy: “Take a break from the ordinary and have some Ferry Fun!”Bottom Copy: “Cape May-Lewes Ferry / Great for day trips!”

Test 1: Results

Ad Name Reach Web Clicks CPCSunset From Deck

10,344 110 $0.18

Adirondack Chairs

9,622 64 $0.19

Lighthouse 4,591 46 $0.20Wake 326 2 $0.22Findings: New visuals outperformed previous 2015 controls and are

strong enough to be used in 2016.

2016 New Visuals

2015 Control Visuals

Purpose: Test all five new visuals to see which performed best. Used the same copy as Test 1.

Test 2: 1/20-1/25

Test 2: Results

Performance Rank

Ad Name Reach Clicks Cost

1 Seated Wife 33,906 463 $0.232 Standing Girl 5,915 36 $0.173 Adirondack Chairs 4,532 32 $0.214 Deck Sunset 2,082 11 $0.245 American Flag 1,252 5 $0.18

Findings: Unlike in 2015, both visuals with people outperformed landscape visuals with Seated Wife being the clear top performer.

Test 3: 2/9-2/12Purpose: Test the new copy “Choose to Cruise,” while retaining the “Ferry Fun” top copy.

The top copy remained the same from tests 1 and 2, while the bottom tested “Choose to Cruise.” Top Copy: “Take a break from the ordinary and have some Ferry Fun!”Bottom Copy: “Choose to Cruise! / Cape May-Lewes Ferry”

Test 3: Results

Current Rank

Previous Rank

Ad Name Reach Clicks Cost

1 1 Seated Wife 14,607 209 $0.222 5 American Flag 4,962 39 $0.213 4 Deck Sunset 4,172 29 $0.214 2 Standing Girl 1,177 8 $0.375 3 Adirondack

Chairs1,140 5 $0.22

Findings: Seated Wife remained the top performer, although all other visuals changed in rank and landscapes increased in performance.

Test 4: 2/12-2/17Purpose: Test “Ferry Fun” against “Choose to Cruise,” in two visuals – one landscape and one person visual. Top copy changed to: “Connections Made Daily!”

The top copy tested “Connections made daily!” While the bottom copy compared “Choose to Cruise” and “Ferry Fun.”Top Copy: “Connections made daily!”Bottom Copy: “Choose to Cruise” vs. “Ferry Fun” / “Cape May-Lewes Ferry”

Test 4: Results

Ad Name Reach Clicks CostSeated Lady – Choose to Cruise

14,750 191 $0.30

Seated Lady – Ferry Fun

14,955 138 $0.30

Adirondack Chairs – Ferry Fun

9,318 57 $0.28

Adirondack Chairs – Choose to Cruise

5,351 45 $0.26

Findings: Choose to Cruise is not significantly stronger than Ferry Fun. It performed slightly better in clicks with the Seated Lady visual, but not in reach. With the Adirondack Chair visual, Ferry Fun outperformed the proposed new Choose to Cruise. Ad sets overall performed better when the bottom copy was headlined with “Cape May-Lewes Ferry,” continuing to show strength of high brand affiliation in creating ad pull.

Current Status

AAA MidAtlantic display ad on deadline for 2/19 changed to reflect Seated Lady visual from Deck Sunset.

Choose to Cruise changed to Choose the Ferry. (copy to be tested but had retained Ferry affiliation in headline.

Word “traffic” added to quote as a clear differentiation between road and fery travel.

Connections made daily changed to Connections to NJ and DE due to the publication’s focus – interstate travel.

Original Design

Submitted Ad