Update 4/15/2015: This post is a bit outdated, checkout our new definitive guide to Facebook Ads Split Testing instead!
Does it seem like your Facebook ads are not working? If so, don’t worry, there is a solution to help you turn around your under performing ads: split testing!
Split testing, sometimes called a/b testing, is a method by which you find out which ad headlines, body copy, images and call-to-action work best on your target audience.
The Facebook Ad Split Test:
I’m currently running a split test on a Facebook ad campaign with the goal of increasing the number of people who like the AdEspresso page that are also interested in Facebook ad optimization.
Here are two Facebook ads I’ve created to help me reach my goal:
You can see that both ads are extremely similar to each other. They both have the same exact headline and image. The only thing different is the body copy.
I currently have both of these ads within the same Campaign in Facebook which means they are both running at the same time to the same target audience.
Some people will see ad version A and some people will see ad version B – thus making this an a/b test or a split test.
I am tracking the results of the ad campaign using the Facebook Ad dashboard and AdEspresso. Since the goal of my campaign is to gain as many likes as possible from my target audience, the ad that performs the best will be the ad that drives the most amount of likes to the AdEspresso page.
The Facebook Ad Split Test Results:
According to the results so far, example A is outperforming example B completely! Example A has helped us add over 70 new likes while example B has added 0. You probably wouldn’t think there would be a big difference between the performance of these two ads since they are so similar, but that’s not true at all!
That is why split testing your Facebook ads is so important. If I had only run an ad with the copy included in ad version B my campaign would have been a disaster. I would have added 0 new likes and might have believed that Facebook advertising didn’t work. However, by running the split test I see that just a small change in the body copy of the ad provided really great Facebook ad results!
When it comes to split testing your Facebook ad campaigns, it’s best to only change one element in your second ad variation so that you know what caused the increase (or decrease) in ad performance.
You can certainly change more than one element in your ad; however, you won’t know exactly why one ad performed better than the other since multiple variables were changed.
If you’re okay with that (and only looking for increased results), go for it!
There’s absolutely no doubt that split testing your Facebook ads can help you turn an under performing campaign into a really successful one!
Do you have any questions about split testing your Facebook ads? If so, leave a comment below and we’ll try to answer them!