How To Create Your First Facebook Ad, 5/5:
The final step is split-testing your ad. In this article, we’ll discuss every step of testing as well as briefly touch base on how to set up retargeting.
There are multiple elements to factor in when setting up split tests in Facebook ads. You’ll want to test multiple images, videos, headlines, targeting, placements and objectives. Remember, Facebook owns Instagram so you can advertise to that platform from the Facebook advertising interface.
You’ll want to test every element of your ad to identify best performers within each part of the ad.
Each variable will get it’s own round of tests until clear winners are determined.
You’ll want to test 10-15 images to see which one performs best.
If you have the option to test multiple videos, test those against each other to find best performers.
You’ll want to write 10-30 headlines and test them against each other to see which one performs best.
You’ll want to test variations of your body copy. Ideally, you’ll create different versions with different narratives. These can include emotion, logic, positioning, long form copy or short form copy. Keep testing different styles of writing to find your winner!
You can also test targeting, experimenting with different interests to see which ones are most responsive and/or cost effective.
Once you’ve defined and inputted your target audience, you can test new or different keywords, interests, behaviors and demographics on their own ad sets.
You’ll want to make sure to put each test on it’s own ad set. Facebook distributes funds in an uneven manner within ad sets, so be mindful to place each test variant in it’s own ad set. Remember to label everything correctly, this can get messy quickly!
During and after every test, you’ll want to analyze the data and identify the best performing version(s) and invest the rest of your budget into those best performers.
Here's an important question.
How much should you spend per test?
Ideally you spend a minimum of $5-$10 per variant for 72 hours, however, for some parts, you’ll be able to identify and gauge the level of audience response even sooner.
In summary, put each test variant on it’s own ad set, label it based upon what you’re testing and pay attention to what the numbers are telling you in relation to your campaign objectives and goals.
Here’s one last tip to end our series with…
Are you curious how to set up retargeting?
Assuming you’ve already set up your Facebook Pixel, here’s what you’re going to do. There are two primary ways to set up retargeting. The first is to set up custom conversions for the exact action that you’re tracking (i.e. viewing a specific page).
You can create a custom audience from the traffic that’s engaged specific content (i.e. video views) and retarget those people.
Once you’ve had some traffic through your Pixel, you’ll be able to set up lookalike audiences, allowing Facebook’s algorithm to find your ideal clients for you rather than having to track them down through the targeting. This encourages you to hyper target when you start this process, with the knowledge that, with enough traffic, you can trust Facebook’s lookalike audiences to find the rest of your tribe.
And with that…we’re at the end of the 5-Day Series, ‘How To Create Your 1st Facebook Ad.’ I hope this helps you in your business!
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