Time to put your Ads to the test
If you’ve tried navigating your way through the back end of Facebook’s Ads Manager, chances are you’ve come across a fancy little section called Split Testing.
For many it’s probably something you glance at, wonder to yourself what it is, and then move past. But we’re here to tell you it’s worth your time to make the most of this feature… otherwise, your Facebook ads are purely a gamble.
So, what is it?
Split testing lets you test different versions of your ads so you can see what works best and improve future campaigns. For example, you can test the same ad on two different audiences to see which ad performed better.
But it doesn’t end there; you can also test different placements for your ad. For example, Instant Messages vs the Newsfeed, among other variables.
It basically gives you the ability to use your own data to drive your ads… now that’s pretty cool!
OK, how do I do it then?
Instead of boring you with what Facebook does behind the scenes to determine your results. We’ll tell you how to get them…
- Choose your campaign objective. Do you want to generate leads? Promote brand awareness? Get video views? Or something else?
- Select Create Split Test - this is where the fun begins!
- Choose the variable you want to test. This could be your audience, the placement of your ad, different creatives (images & videos) or delivery optimization (e.g optimising your ad for landing page views rather than link clicks).
- Choose your budget. Then choose how you want to split it across the ads; even split vs a weighted split (%).
- Select the duration of your test - it can be between 1 - 30 days.
That’s it!
We suggest selecting Facebook’s Guided Creation if you’re not too familiar with Ads Manager - it’s a step-by-step process you can follow and your ads will be ready to run once the above steps are complete. Yippee!
But here’s the best part… Once your split test is finished, Facebook will email you a copy of the results. From that, you should have a fairly good idea as to what has worked the best for you - that’s your winning ad.
Our advice? Run with that winning ad! ??????