Previously, if you wanted to do split testing on your Facebook and Instagram ads, it was a lengthy process. You had to create your ad in full, and then go through the process of creating your ad again, this time changing whatever variable you were trying to test. But no more! Facebook is rolling out a split test feature on Facebook and Instagram ads, with access being granted gradually to users (meaning you may not be able to do it today).
What is split testing? Sometimes referred to as A/B testing, it is a way to test two versions of a web page, graphic, ad, email, etc. to see which performs better. The items being tested are identical except for one element. For a Facebook Ad, this may be the graphic or the color of the text. For an email, it could be the subject line or the header. Whichever version gets the best conversion rate or level of engagement is the winner, and you can use that information to run the more effective ad (or other item) in the future, or create future ads similar to it.
A/B testing is beneficial for many reasons, two of the biggest being that it gives you a better insight into your customer and it saves you time and money spent on ineffective messaging.
So what does split testing look like on the ads platform, and how will it affect the way you market?
Facebook allows you to test several variables of your ads. You can test out two audiences, delivery optimizations (do you want conversions or clicks?) or two placements. Split testing can be done using both the Power Editor and the Ads Manager, and you can currently test two (A/B) or 3 (A/B/C) ads within the same campaign.
While you can choose how long you want your test to last, Facebook recommends running your split test from 3 to 14 days for the best results. Once your testing period ends, you will get both a Facebook notification and an email explaining the results.
Split testing will help you as a small business owner:
- Connect more with customers
- Reduce your advertising budget by using more effective messaging
- Streamline your advertising process by removing steps to a great A/B test
What do you think of the newest ads feature? Do you plan on using this once you are granted access? Tell us on our Facebook page!
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