Results from $30 on FB ads

After launching last week, I am now on a mission to better understand who my early users might be and design a landing page suited for them. I set up 4 ad variants with different copy to test across 3 different audiences, all using the same basic design (see attached).

VARIANTS (ordered by # of landing page views)

1. Title - Beautiful Anonymous Writing – Try the beautiful new text editor for anonymous online writing. (16 views)
2. Title - Write Without Worry – Join the community for anonymous online writing. (8 views)
3. Title - Write Openly, Honestly, and Anonymously – Join the community for anonymous online writing. (4 views)
4. Title - Write Privately Together – Join the community for anonymous online writing. (3 views)

AUDIENCES (ordered by # of landing page views across all ads)

1. Women around the world age 25-34 interested in therapy, writing, and anonymity/Tor (19 views)
2. Women in the U.S. age 20-34 interested in therapy and writing (6 views)
3. Women in the U.S. 18-44 interested in writing and anonymity/Tor (6 views)

SUMMARY
The best-performing ad got 2x - 5x more views and included language around beauty, anonymity, and writing. It framed the action as "trying" something new, rather than joining a community. It generally performed as well or significantly best across all three audiences. The best-performing/most cost-effective audience was worldwide, which makes sense because the U.S. has more competition for eyeballs.

NEXT STEPS
Design a landing page with these learnings in mind. They're not conclusive by any means, but it's better than nothing and helpful in honing intuition.