Sometimes "sexy" ads don't sell (but the file names are fun)

Published: January 21, 2013

Author: Dennis Yu

Name your ads descriptively so that you can remember them.
Just be careful about whether the client will ever see it.
I remember back in the day that David Filo, co-founder of Yahoo!, would name his variables as swear words. (Only other engineers would ever know this.)
The above is from an actual Facebook campaign that had excellent performance — 0.376% CTR, driving 563 fans for $156. And it was in healthcare, which is typically a tough engagement vertical.
Funny thing is that the “MILF” ad got the lowest CTR and worst CPC.
We all make mistakes. And sexy doesn’t always sell.
Test your assumptions.
– Dennis Yu