In the era of digitally dominated competition, where the effectiveness of Facebook ads
prompts the social media marketing strategy, new opportunities arise for most industries. In this
context, this study aims to discover and summarize the key optimisations regarding the creative ad
components needed to run highly personalized ads based on a user profile. The participants were
Facebook users between the ages of 18 and 65+ who were interested in dental services. Qualitative
methods were adopted in order to discover suitable options for professionals to grow their business.
In the first stage, the A/B split test using the Facebook Ads manager labelled the most effective
creative component. In the second stage, an eye-tracking experiment generated 30 heatmaps that
showed the differences between the segments. The results show solutions for attracting users by
increasing the level of personalization of the ads. They are more beneficial for social media campaigns
aimed at brand awareness targeting women and showing them a happy human face. When the target
audience is men, technical details are preferred in order for the ad to become more attractive for them.
This study enriches the literature and empowers professionals to deploy social media marketing
growth strategies to attract users and make them convert to their full potential.
The experiment was completed using GazeRecorder, a software specializing in eye
monitoring and the creation of statistical analyses. With the help of this online application, the experiment was
created by uploading both images which it was necessary to display. Because the experiment was conducted with an online web application, the participants did not require
special hardware or software resources, only a webcam.