Table 4

Highest and lowest performing individual ads by topic and framing

TopicHighest performing framingHeadlineCTR (%)Lowest performing framingHeadlineCTR (%)
COVID-19 generalDescriptiveWHO Official Updates: Coronavirus Disease 202022.4LossDon’t miss new updates | WHO Official coronavirus info6.4
COVID-19 vaccinesDescriptiveOfficial Updates | COVID-19 vaccine updates17.2LossDon’t miss anything | Coronavirus vaccine updates3.0
MasksAppeals to valuesProtect each other | Wear a mask. Fight coronavirus13.4Emphasising reasonsSee how to wear a mask safely | Wear a mask. Fight coronavirus2.6
Vaccines generalDescriptiveVaccines are safe | Protect against disease8.8Collective2–3 million lives saved yearly | Get vaccinated4.0
  • CTR, click-through rate.