At the end of the day, if you rely on your ads converting, then you should be split testing them.
I’m going to assume that maybe you are not sure what this means, so “Split testing” also called “A/B testing” is just that. Comparing version A with version B and deciding which of your ads are converting the best. You can also test your emails, sales, and copy on your website to see what is making you the money.
But for the purpose of this post we will concentrate on split testing your ads. More specifically your Facebook posts or Facebook ads. To start with, post with a purpose. Usually when we put things on Facebook, the goal is about getting more clicks on links or to get more shares. To achieve this, you need to inspire, amaze, advise OR give something away; this entices more clicks and shares.
For testing your posts, all you need to do is change 1 or 2 things in the post. You can change the following to see what will do better:
- Photo vs a text post
- Picture 1 vs picture 2
- Call to action 1 vs call to action 2
- Headline 1 vs headline 2
Once you’ve made your two posts, put them out there (do both simultaneously, not separate because you’re results won’t be correct to measure against each other) and later track and compare which of the two got you more interaction. Once you’ve determined the winner you could test that one with a version C and so on until you’ve gotten the results you want.
For Facebook ads you can simply make an ad campaign in your back office, and make “ad sets” within the campaign, therefore you’re not spending any extra cash on it. All you need to do is again make 2 identical ads then just change the audience targeting. But change only 1 element so you know what works best. I personally tested an ad set, changing only the age target. My first one was for 25-35 years old and my second was 36-45 years old and kept everything else the same. I found for mine my version B, or the “older” audience, were my target prospects. I got more interaction with them than my “younger” targets. Later I went on to change the headline on both to see if it would be any different and again, my results were the same. At least now I’ve got a better idea of who my target audience is. You can do the same and you may be surprise by what you find!
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All the best,