SayPro Test New Ad Formats

Experiment with five new ad formats—including interactive, carousel, and video ads—and evaluate their impact on key performance indicators (CTR, CPC, conversion rate, engagement).

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Strategy: Ad Format Testing & Evaluation Framework

1. Ad Formats to Test

Ad Format	Platform(s)	Purpose/Strength
Carousel Ads	Facebook, Instagram, LinkedIn	Multi-frame storytelling; product/service showcasing
Short-Form Video Ads	TikTok, Instagram Reels, YouTube Shorts	High engagement, mobile-first audiences
Interactive Poll Ads	Facebook Stories, Instagram	Boosts engagement; good for feedback
Playable/Lead Quiz Ads	Meta, Google Discovery Ads	Gamified experience; improves lead quality
Collection Ads	Facebook, Instagram	Combines video/image + product listings

You can swap in formats like LinkedIn Conversation Ads or Google Discovery Ads depending on the platform focus.

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2. Test Implementation Plan

Step	Details
Design Custom Creatives	Tailored visuals/copy for each new format
Platform Configuration	Launch A/B campaigns within ad sets by format
Audience Consistency	Use the same target audiences for accurate comparison
Schedule & Budget	Allocate test budgets (e.g., R2,000–R3,000 per test)
Test Duration	Run each format for at least 10–14 days

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3. Performance Metrics to Track

Metric	Description
CTR (Click-Through Rate)	Measures ad engagement
CPC (Cost Per Click)	Efficiency of attracting clicks
Conversion Rate	% of clicks that become leads/customers
Engagement Rate	Likes, shares, comments (interactive ads)
Time on Page/Post-Click	Signals content match and interest

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4. Quarterly Goals

• Launch 5 distinct ad format campaigns
•  Achieve at least 1 format with 20%+ better CTR or CR than baseline
•  Document findings with screenshots, spend, and key results
• Integrate top 1–2 formats into ongoing ad strategy

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5. Reporting Template Example

Ad Format	Platform	CTR	CPC	CR	Engagement Rate	Notes & Insights
Carousel Ads	Facebook	2.2%	R3.90	4.1%	Moderate	High swipe rate on slides 1–3
Video Ads	TikTok	3.5%	R4.10	3.6%	High	Best for younger audience
Poll Ads	Instagram	2.8%	R3.50	2.9%	Very High	Strong engagement but low leads
Playable Quiz Ad	Meta	1.9%	R4.70	5.0%	Medium	Higher-quality leads via quiz
Collection Ads	Instagram	2.0%	R4.00	3.5%	Moderate	Good for showcasing multiple offers