This is the subhead for the blog post

poor results - offensive ad

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