Are you currently running Facebook ads for your business? Let us guess, you’ve done all the research, invested time and money into targeting a specific group of consumers and yet, no avail? Don’t be disheartened if this sounds like the current performance for your business' online marketing, because we are going to reveal why you should split test Facebook ads for a guaranteed successful outcome.
In general, running ads is a tricky subject and can require an in depth-knowledge and skill to achieve desirable results. So, in this article, we’re going to talk you through the definition of split testing, importance of split testing and steps which should be carried out in order to master successful Facebook ads for your business.
Split Test Facebook Ads: What Does That Mean?
Split testing (also referred to as A/B testing or multivariate testing) is a method of conducting controlled, randomized experiments with the goal of improving a website metric, such as clicks, form completions, or purchases. In other words, split tests are run alongside each other with one or more variables changed. At the end of the testing process, the results are compared against one another.
Whichever test produced the best results is the one that will be taken forward from the experiment. So, how can split testing help your business where Facebook ads are concerned? Well, this is a method that gathers data, so having an understanding of this data will help you to significantly increase the chances of getting your Facebook campaigns to perform more effectively.
Here at ReWork, we believe split testing to be a fundamental procedure where the running of Facebook ads is concerned. There are many ways in which split testing can be carried out. Further down in this article, we’re going to discuss how to test Facebook ads using the Facebook ads Manager.
Split Test Facebook Ads: How Does It Work?
Split testing ads and campaigns over on Facebook will enable you to discover the specific audience, delivery, and placement worth targeting that best meet your business’ marketing needs.
The test itself is conducted by showing two or more versions of an ad to see which one performs better the key here is to keep your eye on the chosen variable(s) and notice how the adaption(s) have performed. Once the split test is complete, you can use the data to help improve future campaigns that you run for your business.
Typically, your business’ audience will be divided into distinct groups of people. Using the ‘Facebook split testing feature', these groups will not overlap during the testing process. Each group is shown ad sets that are identical except for the variable you’ve decided to test.
Each ad set is measured against your defined campaign objective. These objectives can include; sales, app installs, video views, traffic etc. Then, once the running of your A/B testing is complete, Facebook will notify you of the winning ad set. You can then take these results and their data forward into future campaigns run by your business.
How To Split Test Facebook Ads With Variables?
Previously, Facebook ads would only entitle the user to test different ad creatives on Facebook. For example, you could change the image, the headline, or copy of the ad, but you couldn’t test much else unless you used the ‘Facebook API’ feature.
Last year, Facebook introduced its split testing feature and made this function readily available to everyone within its Ad Manager. Using the split test feature within Facebook’s ad manager will enable you to clearly test your chosen variables against one another within your business campaign:
Delivery Optimization: Using this variable, you will be able to test whether optimizing for clicks or optimizing for conversions works better for your business. Keep in mind, optimizing for link clicks is based on a cost-per-click (CPC) pricing model while optimizing for conversions is priced on a cost-per-impression (CPM) model. Another example test using this variable is optimizing for conversions with a conversion window of 1 day vs. a conversion window of 7 days.
Audience: Using the audience variable, you can show your ads to various audiences using Facebook’s targeting parameters. In the past, if you set up multiple ad sets to try to split test audiences manually, you were bound to have some overlap. Using Facebook’s split testing feature eliminates that worry and keeps your test audiences distinct.
Placements: Using the placement variable, you can test where your ads are displayed to see what placement works best for your campaign. For instance, do ads within the Facebook feed work better than ads on the right column? What about mobile vs. desktop? Do automatic placements work better, or should you manually customize your placements?
Product Sets: Using this variable, you can test different products in your Facebook catalog. For example, you might want to test product sets with different price points or one brand you offer over another brand.
Creative: You can still test which versions of your ad work best. You can vary up the image, video, text, headline, or call-to-action (CTA), or some combination of any of these factors, to see how it affects the campaign.
How To Split Test Facebook Ads: Using Ads Manager?
In order to create and conduct split testing via Facebook, you can either use Facebook’s ‘Guided creation’, use ‘Quick creation’, or duplicate an existing ad set. With guided creation, you choose the marketing objective for your campaign, then select ‘Create Split Test’ and ‘Continue’.
Facebook will then walk you through the rest of the steps before your ad can be published. You go on to enter information surrounding the chosen variable, budget and test duration. With quick creation specifically, you can create the structure for a split test that can be finalized later. On the other hand, if you’d like to duplicate an existing ad set, select an active ad set, click ‘Duplicate’, then toggle on the ‘Create a test to compare a new ad set to your original’ option. For further, please visit Facebook’s Business Help Center.
So, if you’re actively seeking a web design company to help you create and run A/B testing on your business’ Facebook ads, we’d love to hear from you. Drop us an email to get started!