Are you looking to lower your Facebook Ads cost?
One of the great things about online advertising is that you no longer have to guess which ads are performing the best. You have a variety of data at your fingertips that lets you see which ads are bringing in the most leads, driving conversions, and giving your brand the most bang for your buck.
Split testing, or A/B testing, lets you take this one step further by helping you optimize your ads for maximum profit and lower Facebook Ads cost. The great news is split testing is not just reserved for landing pages or emails. You can also A/B test your Facebook ads in order to find the perfect combination of material that makes for a winning ad. Before you start split testing, it’s important to understand why we split test, how to split test on Facebook, and what elements you should be testing
What is Split Testing?
Split testing is a strategy used to test different elements of a marketing campaign against each other in order to find out which provides better results. This is also known as A/B testing because you are testing Version A (the control) against Version B (modified version), which are very similar but different. After you publish these two different version, you track your results and see which one performs best.
There are a variety of elements that you can test, and each, however small they may be, can have a significant impact on performance. Here are a few things that you might test during a split test:
- Images (don’t forget about the Facebook Ads text limit rule change here)
- Position or formatting of elements
- Colors of different elements
- Audience Targeting (check out these free tools to research Facebook demographics)
- Placement (see our Facebook Ads placement guide for your options)
One important part of split testing is to make sure that you only test one element at a time. If you try to test multiple elements, it will then be very difficult to determine which element is impacting the change in performance. Another important thing to note is that split testing is an ongoing strategy. An ad that performs best now may not perform as well as an ad you develop in the future. Sometimes you may find that version B of an ad does not perform as well as version A. This doesn’t mean that the split testing isn’t worth it. It just means that you can have more confidence that your current ads are optimized to lower Facebook Ads cost and maximize profit.
How to Lower Facebook Ads Cost through Split Testing Your Facebook Advertising Campaigns
Split testing your ads takes time and it is an ongoing process. To set yourself up for success, use these steps to get started:
1. Decide how to define success.
The first thing you need to do before you change any part of the ad design or targeting options is define your goals for the ad and choose the right metrics that will help you determine how successful the ad is. I suggest sticking with just one metric to start. For instance, if your goal is to convert users into customers, you would look at the cost per conversion (CPC) to determine which ad is more effective.
2. Create a new Facebook ad.
Once you’re ready to start, go to Facebook Ads Manager, and choose your ad objective based on what you are trying to accomplish with this ad.
Then, you will be able to set Audience targeting information.
Then, choose your ad placement.
Finally, set your budget and schedule.
3. Test copy and creative.
After you have created your initial ad (Control ad), it’s time to create another ad to test against this. You will want to change one element of the ad so that you can determine which impacts performance. This might be the title, description, destination link, or image. Remember, only change one aspect at a time to get more accurate test data.
Or test audience targeting.
Instead of testing copy and creative, you can run the same ad while testing the audience targeting options. Finding the right targeting settings for your Facebook ads can take time. Testing helps you see which audiences respond best to which ad. Experiment with the targeting features to try narrowing down your audience. Once you find the type of targeting that works best, you can save this audience as a Saved Target Group and serve ads to this audience again without manually entering all of the information in.
Most Important Facebook Ad Variables to Split Test
There are many different variables that you can test with your Facebook ads that are broken down into two main categories – ad design and ad targeting.
Ad Design allows you to test the following elements:
- Headline – Experiment with different headlines to see what grabs your audience’s attention the most.
- Image – You can test the images or add different colors to draw attention to parts of the image.
- Post text – Change the content and call-to-action in your ad copy.
- Ad Placement – Test out different placements on Facebook (Desktop News Feed, Mobile News Feed, Desktop Right Column, Instagram, Audience Network).
- Landing Page – Once you find an ad that works, test different landing page copy and design to see which helps you convert the most.
As I mention before, you can also experiment with Ad Targeting to find the right audience for your ads:
- Country – See which ads work best in which areas of the globe.
- Gender – Find out which gender responds best to your ad design and content.
- Interests – Experiment with targeting your ads toward different interests group.
- Age – Discover which ad content works best for the age group you are trying to target.
There are many other options you can experiment with in ad targeting, such as relationship status, education level, and purchase behaviors. This will just depend on your company’s target market and your product or service offering.
Now that you know how to A/B test your Facebook ads, it’s time to start optimizing to lower your Facebook Ads cost! After you have determined what your Facebook ad goals are, you can experiment by changing one variable at a time on your ads and seeing which performs best. Remember, the data that you get is only helpful if you actually put it to use. Take a look at the information you gather from your split testing and adjust your strategy and budget accordingly.
What are your questions about Facebook Split Testing to lower Facebook Ads cost? What Facebook ad variables have you found to have the biggest impact on your ad success? I’d love to hear from you in the comments below.