How To Split Test Your Facebook Ads
When I started Facebook advertising, I went through a couple of courses. What I learned was that nobody really talked about or explained how to really split test ads.
Split testing is the single most profitable action you can do for your Facebook ad campaigns, yet nobody really tells you how to do it.
First, you have to understand how Facebook Ads really work.
To get started with FB advertising, the very first thing you do is create an ad. It’s very easy. First write your ad, enter your demographics, interests and bid. You can choose from either CPC or CPM, always start with the former.
When you get to the bottom of the Facebook ad creation page, it’ll ask you to enter a campaign name for this ad. Hit submit and you’ve created your first ad campaign. Now Facebook unlocks the ad manager to you, where you’ll find a list of your campaigns.
Click on a campaign, and it’ll open showing the ads within that campaign. Basic stuff. First, you should always group similar ads into individual campaigns. Every time you want to promote a new URL or promote your product from a different angle, create a new campaign for the promotion.
This way you can instantly find out which group of ads are converting best for you by looking at the campaigns. You can use the campaigns to split test groups of ads in any way you like.
Whether you want to create one campaign to split test images, one campaign to split test landing pages; you can do whatever you want. Now while that’s true, there is a general strategy you should follow.
First, here are a couple of split-testing tips:
1. Test One Variable At A Time
If you want to split test slowly and carefully, split test one variable at a time. This should always start with your ads. Split test the headlines, the bodies or the images. One thing at a time.
2. Study The Results
You should always track everything you do differently in your ad campaigns. Often you might find that ad 1 generates 500 clicks with a CPC of $0.10, while ad 2 generates 100 clicks with a CPC of $0.50. Don’t jump to conclusions and stop ad 2, you might find that ad 2 generated twice as many sales as ad 1.
3. Avoid Minor Tweaks
When you start you should always launch several very different ads. This allows you to gage what kind of angle works best. With the ads that don’t perform well, it’s usually faster and more effective to create a brand new ad than to make minor adjustments to a low performer.
Here’s The Overall Split Testing Strategy:
1. Create 5 Age Groups To Split Test
Normally you’ll always find one or two specific age groups convert much higher than all the rest. Identifying the highest converting age group first will allow you to cut out the rest and rapidly boost your ROI.
2. Create 25 Ads
Create 5 different headlines and 5 different images. Create one compelling ad body, the ad body is the least important thing so always start with the image and headline. Combine the ads together so you have 5×5 = 25 ads.
Use the same targeting for all ads. Now launch the 25 ads in the 5 different campaigns, each campaign you have a different age targeting. If you’re unsure about your targeting, you can multiply the test by however many different interests you want to split-test. If you want to test 3 different targeting options or custom audiences, simply create 5 campaigns for each.
3. Bidding Strategy
You can start by bidding a few cents under the suggested bid and slowly increase it till you start getting the traffic you want or you can bid at the high end of the suggested bid to start getting clicks immediately. I like to start at a high bid so I can get results quickly.
4. Review Results & Change Split Test
After running the ad campaigns for a few days or a week (depending on how fast you get a lot of traffic), review your results. Look at which age group is converting the highest and get rid of the 4 others. Focus on the highest converting age group always.
Now switch the split tests to psychographics, these are the interests. Repeat the process, but instead of split testing 5 age groups, you can split test 5 different targeting options. Whether you want to split test single interests or custom audiences; totally up to you.
5. Repeat & Launch New Campaigns
Keep repeating the process until you find your highest converting demographic and psychographic, at this point all you have to do is launch several new ads each week and split test them against your highest converting ones. You can pause all the ads that convert badly, focus on the top 5-10 highest converting ads.
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