Case Study - Paul College Creative Testing
Based on lead volume, ads with text overlay outperformed ads without text overlay. As a result, we concluded
that ads featuring text overlay are more effective.
To Use Words, or Not to Use Words
Paul College created two
ads. One allowed the image to breathe. The other showcased a headline about the school.
A Quick Glance In Social
Due to the short attention span, and speedy scroll, the
words on the image
actually helped users
identify what the ad was
about.
Results
UNH updated their ads to
include words on every
image and optimized into the better performing concept to drive more
leads.
The ad with text was 5% more efficient at driving leads than the add without text.
