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.

中文翻译：

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用于社交媒体营销优化的眼动追踪和 A/B 拆分测试：用户配置文件和广告创意组件之间的联系

在数字主导竞争的时代，Facebook 广告的有效性推动了社交媒体营销策略，大多数行业都出现了新的机遇。在这种情况下，本研究旨在发现和总结有关基于用户配置文件运行高度个性化广告所需的创意广告组件的关键优化。参与者是年龄在 18 至 65 岁以上的 Facebook 用户，他们对牙科服务感兴趣。定性方法被采用，以便为专业人士找到合适的选择来发展他们的业务。在第一阶段，使用 Facebook 广告管理器的 A/B 拆分测试标记了最有效的创意组件。在第二阶段，眼球追踪实验生成了 30 张热图，显示了各段之间的差异。结果显示了通过提高广告的个性化水平来吸引用户的解决方案。它们更有利于旨在提高品牌知名度的社交媒体活动，以女性为目标并向她们展示快乐的人脸。当目标受众是男性时，技术细节是首选，以便广告对他们更具吸引力。这项研究丰富了文献，并使专业人士能够部署社交媒体营销增长策略来吸引用户并使他们充分发挥潜力。