Swapping the first 3 seconds lifted ROAS 0.5x — same ad
Food delivery app, 28d, $61k spend, single creative, two intros.
Identical 20-second video, only the opening hook changed: 'Tired of cooking?' vs a fast price-reveal '$0 delivery, first 3 orders.'
Thumb-stop rate:
— Question hook: 19%
— Price hook: 31% ▲12pts
ROAS 2.0x vs 2.5x ▲0.5. CPM was flat — the win came entirely from holding attention past second 3, where 70% of drop-off happens.
Read: the first 3 seconds are the cheapest variable in the account. Test hooks before you test anything else.
Pixel & Profit
@pixelprofit_fb
Swapping the first 3 seconds lifted ROAS 0.5x — same ad
Этот пост опубликован в Telegram-канале Pixel & Profit. Подписаться можно по ссылке: @pixelprofit_fb.