How to Split-Test Your Facebook Ads to Maximize Conversions

by Magdalena Georgieva

Date

January 18, 2012 at 9:00 AM

It’s tough to nail down a successful Facebook advertising strategy unless you do some testing. However, testing Facebook ads, with all their nuances and constant updates, might seem scary. In this post, we'll walk you through the basics and functions of Facebook ad split-testing.

Understanding Facebook Ad Campaigns

In the Facebook Ads Manager, you arrange your ads into campaigns. A campaign is a group of similar ads that have the same purpose but slightly different variations. The chart below is just an example of how you can arrange your campaigns. The ads belonging to each campaign will be split-testing different variables. For instance, you can test different versions of an image or a title to find out the most effective one to use in your ad.

facebook ad testing

6 Split-Testing Tips for Facebook Ads

1. Change One Variable at a Time
Your main variables are the title, the picture, the copy, and the targeting.

2. Keep Similar Ad Conditions
Same time of the day, same bid (although bid prices vary), same length of time, etc.

3. Watch the Reports
It may look like one ad did better than the other, but check the actual 'Likes' (fans) generated.

4. Always Create a New Ad
Don’t try to tweak one that didn’t perform well. Facebook makes it easy to click on “Create a Similar Ad” so you preserve your settings.

5. Try Split-Testing Your Destination Landing Page
Where do people land after they’ve clicked on your ad? Make sure the page is congruent with your message. If it’s your website, do you have the promised offer on the page? If you have the resources, you can also design two landing pages on your website where you send the traffic. In that way you, can optimize for a higher visitor-to-lead conversion rate.

6. Rotate Your Ads Often
Even a well-performing ad will wear out its welcome. The ads are often served to the same audience several times, and if you aren’t rotating them every few days or when the CTR drops to 50% of its original value, you will be wasting your money.

Here Is a Real-Life Example

split test example

Some easy mistakes to make when split-testing Facebook ads is not testing the ad for a sufficient amount of time or letting it run too long and wasting your ad budget. A good comparison usually requires at least 20 clicks and requires that the ad run for at least two days. But clicks may not always be the best measure, depending on your targeting. You may want to run them for the same amount of impressions.

Would you like to read more about advertising on Facebook? Download our free ebook, How to Create Epic Facebook Ads.

facebook-ads-ebook

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