TLDR:
We assess the impact of excluding the 65+ age group on ad studies.
We ran 8 ads featuring different features & value propositions of a school-based app, to learn what the audience demographic is.
We generated all the ads + analysis in this report with our tools.
We ran 8 ads featuring different features & value propositions of a school-based app, to learn what the audience demographic is.
We generated all the ads + analysis in this report with our tools.
Inputs
Description
The app we use to test is a school-based, parent-to-parent social community aimed at facilitating resource sharing such as carpooling, trade goods, and services among parents of pre-K and elementary school kids.
Value Propositions
• Discover and Share Resources with Other Parents
• SAHM or teacher; list your service
• Event planning and signups within your school community
• SAHM or teacher; list your service
• Event planning and signups within your school community
We created 2 types of audience for this test:
• Regular Audience: This is our regular group. We will set our audience age range to 18-65+.
• Test Audience: This is our test group. We will set our audience age range to 18-64 only.
• Regular Audience: This is our regular group. We will set our audience age range to 18-65+.
• Test Audience: This is our test group. We will set our audience age range to 18-64 only.
Ad Creative, Content and Copy
We maintain the same ad creative, content, and copy for both.
Overview
Categories
The Regular audience achieved a peak Click-Through Rate (CTR) of 3.50%, while the test audience outperformed with an impressive CTR of 6.93%.
Demographics
Observation
Age Group Insights:
• 55-64 & 65+ Age Group: Dominates results in terms of reach, impressions, and results.
• 35-44 Age Group: Aside from the two oldest demographic segments, this age segment demonstrates the third highest engagement.
• 55-64 & 65+ Age Group: Dominates results in terms of reach, impressions, and results.
• 35-44 Age Group: Aside from the two oldest demographic segments, this age segment demonstrates the third highest engagement.
Gender Insights:
• Females: At higher age segments, female engagement is nearly 2:1 vs male engagement.
• Males: Demonstrates roughly equal engagement in sub-35 age segments, but increasingly lags as the audience gets older.
• Females: At higher age segments, female engagement is nearly 2:1 vs male engagement.
• Males: Demonstrates roughly equal engagement in sub-35 age segments, but increasingly lags as the audience gets older.
Gender
Age
Conclusions
Our AB test comparing a Regular Audience (age 18 to 65+) with a Test Audience (18 to 64) revealed a twofold increase in click-through rates (CTR) for the test group. Although there was no significant difference in Reach and Impressions, it is noteworthy that the cost per result was higher for the Regular Audience. This suggests that focusing on the younger age group may lead to more effective ad campaigns with improved engagement rates.
