![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/5fb83fac98dea8131e8fb1e3_Advertising%20Multiple%20CBD%20Product%20Lines%20%E2%80%94%20cbdMD%20%E2%80%94%20Cannabis%20%E2%80%94%20Q2%202020.png)
Advertising Multiple CBD Product Lines
Key Findings
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60c7bc0338e68af93665a498_Key%20Takeaways%20%E2%80%93%C2%A0Divider%20%E2%80%93%C2%A0Gradient.png)
cbdMD performed a variety of A/B tests for their 20% off sales campaign in January 2020: cbdMD tested between different creatives, products, background colors, and copy. The sleep aid creative slightly outperformed the CBD topical creative.
cbdMD is currently targeting females for their brand awareness campaign: In particular, their display ads feature young mothers, and women who are living an active lifestyle.
What Brands Should Be Thinking About
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60c7bc0338e68af93665a498_Key%20Takeaways%20%E2%80%93%C2%A0Divider%20%E2%80%93%C2%A0Gradient.png)
Consider performing A/B tests for your display campaigns to discover top performing creative and copy for your target audience: For each A/B test make sure there is only one variable that is being tested to get the most accurate results.
Consider performing an A/B test between creative that features models versus product-focused ads: Ads that feature models that resemble your target audience can often increase the likelihood that the ad will resonate with your consumers
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
cbdMD drastically reduced their display ad spend by -78% ($254K to $85K) since January after they ended their 20% off sales campaign, which resulted in a -53% decrease in display web traffic.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60da34556d4eff5a700d0b71_20%25%20off.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
cbdMD ran 5 different creatives for their sales campaign, with two A/B tests:
1. CBD Oil A/B Test
- Creative test: Blue vs. Green Background
- Copy test: “The Power of Possibility” vs. “Nature in Every Drop”
Result: Both ads had the same CPM of $2.83
To measure the true impact of an A/B test, it is recommended that you only change one variable - either only the copy, or image.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60da3574bc1e8e5112e08481_A%3AB%20test.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
2. Paw CBD Sale Campaign
The creative is quite busy with 3 different images, making the ad look cluttered. There is less room for the 25% off code which is the key message of the ad. After ending their sales campaign, cbdMD is now focused on upper funnel brand awareness campaigns on Display.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60da35f6e0710579932b0389_Paw%20CBD.png)
3. Topical and Sleep Aid A/B Test
cbdMD performed an A/B test between two different creatives: CBD Topical and CBD Sleep Aid. The sleep aid creative had a slightly lower CPM at $3.19.
The ad states that the product was voted #1 in their respective categories to provide social proof. The ad also states “Winner: CBD Topical Survey of 40,000 consumers by Kantar” to provide further evidence of the claim.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60da3647d30aaf16deafca43_20%25%20off%20ads.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
After ending their sales campaign, cbdMD is now focused on upper funnel brand awareness campaigns on Display.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60da3729cd04c6f7726bbe7e_Brand%20Awareness%20Campaign.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
For the majority of ads in the brand awareness campaign, cbdMD is targeting females. In particular the ads feature young mothers and women who have an active lifestyle.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60da3829851a4e6f8c56a54b_brand%20awareness%20ada.png)
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