If you feel like part of your Facebook marketing budget is going down the drain, then split testing, or A/B testing, can help you figure out which parts of your campaign are succeeding along with which parts are struggling. Here, you will learn all about split testing and how to get the most from your analysis.
What Is Split Testing?
Simply put, split testing is a strategy in which you put two elements of a marketing campaign up against one another in order to determine which one is providing you with the better return for your investment. You can apply split testing to every single element of your Facebook ad campaign, including text, calls to action, element positioning, and even audience targeting.
Which Elements Should You Split Test?
Realistically, you’ll need to choose which elements of your ad to test against one another. In a perfect world, you’d split test everything, but this can be incredibly time-consuming and expensive. In order to determine which parts of your ad to split test, consider the most influential parts of Facebook ads as a whole. The elements that provide you with the largest gains include the images in your ad design, the country and gender of your audience, and the actual type of Facebook ad you choose. Thus, you would split test one image against another, one location against another, or even one type of ad against another to see which will give you the most bang for your buck.
Structuring Your Test
Now that you know which elements you’ll be split testing, it’s time to create the structure. Facebook ads have three layers: Campaigns, AdSets, and Ads. Campaigns encompass the entire advertising message and objective, AdSets define targeting and placement, and each AdSet might contain multiple ads with different calls to action, links, or images. It is always best to perform split testing at the AdSet or Ad level since doing so at the Campaign level is complicated and produces results that are difficult to analyze. Choose the AdSet level if you want a broader scope, and choose the actual Ad level if you feel that one ad is performing better than another.
Optimize Your Ads Based on Your Results
After running your split testing for a while, you should have a fairly decent grasp on which ads are outperforming the rest. At this point, you could completely stop running the ads that are underperforming and let the ones that are generating more revenue pick up the slack. You could also redistribute your budget so that the underperforming ads still run, albeit less frequently, and you can monitor whether anything changes in the future. Finally, you could also create brand new Facebook ads and run even more split tests in the future.
Although split testing is not an exact science with Facebook due to the complex algorithms the social media giant uses to determine who gets to see your ads, it can provide you with valuable insight as to how well your marketing campaign is working for you. Choose your elements carefully, and give your tests time to produce results. Then, it’s all about making the right changes to get a better return for your marketing investment.