Spending money on your Facebook advertising campaign can be expensive if you don't have your messaging and creative down.
In this post, we will cover the 4 essential pieces to any Facebook ad. Then dive into 7 methods for testing Facebook ads before you turn on your ad spend.
4 Essential Pieces To Any Successful Facebook Ad
Here are the 4 pieces to optimize your way to having successful Facebook ads:
Product/price
Ad creative
Copy
Target Audience
1. Product/Price
The first piece to a successful Facebook ad is the product/price.
Is the product something that solves a problem and is desired by your audience?
Is it priced appropriately?
If it is not then even if you get the image, messaging and audience correct. The Facebook ad will not work.
2. Ad Creative
The second piece to your Facebook ad is the ad creative being used.
Your ad creatives can be ad images, video ads, carousel ads, and more.
If you are not seeing success with your Facebook ads consider split testing the creative being used.
Copy
The third piece is the copy being used.
For Facebook ads, this can be broken down to your primary text, headline, and description
All these can be tested and affect your success rate with your Facebook ad.
Target Audience
The fourth and final piece to any successful Facebook ad is your target audience.
Audience split-testing with Facebook can cover anything from the ad placements, platform, audience, gender, age, and location.
All this can be found within your ad sets.
The above criteria can also apply to your organic posts, however, you will have less control over your target audience with organic posts.
Schedule Organic Posts To Your Newsfeeds
If you are just getting started with Facebook ads, then before diving into the Facebook ads manager, you should regularly publish great content to your Facebook Page.
The purpose of this posting is to help train your algorithm and give you a chance to see what type of messaging resonates with your audience.
Not knowing how to communicate with your audience is a huge problem when first launching your Facebook ads and can drive up ad spend costs.
By posting organically, you can find the messaging that resonates with your audience for much cheaper than spending to discover it.
If you have an existing audience already, then duplicating the copy you use in your emails and website to your Facebook ad is a great option to get started.
Finally, you can use Facebook page insights from these organic posts to improve your ad copy before you start spending money.
A/B Test Your Facebook Organic Posts
The first step you can take organically is to A/B test your ad copy and images. This will help you determine which organic posts are most effective at driving clicks and conversions.
To do this, we will create two versions of your organic post with either a different image or a different piece of copy.
We will then, run each post for a set period and see which one performs better.
If you are familiar with the ads manager we can run this split test from there.
If you are new to the Facebook ads manager you can set this free tool up here and read our guide on setting up the Facebook business manager here.
To start go to the A/B testing tab, below.
Create a new A/B test.
Create your split test by adding in similar copy and different images or different images and similar copy.
You can select the new button to add additional variations to your split test.
Here I added the same image and changed the copy used.
I can then either publish it immediately, schedule it, or save it as a draft.
I can also add further descriptors to help me sort and find my test later.
Finally, I can determine the key metric we are going to use to determine the winning post.
For your key metric, you can choose from the following list of key metrics to help you determine a winner.
Once done you can hit the blue button at the bottom right of the screen to finish.
Use Influencer Posts
Another great organic way to test out your messaging is to use influencer posts.
Reach out to influencers in your industry and see if they're willing to post about your product or service on their account or page.
The primary goal is to discover your messaging; which, images and copy gain the most likes, comments, and traffic. The secondary goal is sales as this will help you determine if your messaging is successful.
Running this test can help you get in front of a new audience and see how well your message performs with people who don't already know about your brand.
If you see success with this you should adopt the messaging be used, copy and imagery, to target your ideal audience.
You can also request access to run a sponsored ad with the influencer's account or permission to use their post as a Facebook ad for your ad campaigns.
7 Facebook Ad Testing Methods To Improve RoAS
Once you have tested your message organically. The next step is to develop your ad strategy and begin to split-test Facebook ads.
As marketers, we know that there are four pieces to any successful Facebook ad.
Product/price, creative, copy, target audience.
The tools that are available to us are going to let us test 3 major pieces of our Facebook ad.
Copy, creative, and target audience.
For the copy and creative we will be testing at the ad level.
With audience testing, we will be running our split test at the ad set level.
Test Facebook Ads With Facebook's Ad Testing Tool
To create a new test using Facebook's split testing tools we will need to select the "A/B test" in the ads manager.
After this, we can get started creating our split test.
Choose to make a copy of an ad or select an existing ad. Then choose the existing campaign and ad set you would like to use from the drop-down.
As you can see we have 3 set variables to test in our Ad campaigns, we also can choose a custom option.
1) Test Different Creative
The first thing people will see when your ad pops up in their newsfeed is the image.
You want to make sure that the image you are using is catching people's attention and making them want to learn more about what you are selling.
You can test different images by creating two separate ads with the same text but different images.
To do this within the A/B split testing tool we will choose "Creative" and then select the ad we wish to copy.
Similar to the organic test we discussed earlier, name your test, choose a start date, and the key metric that determines the winning ad.
Below are some of the recommended key metrics you can use to determine your winning ads.
Feel free to explore the drop-down for standard events to see if there is one there that you would like to use.
Once you duplicate the ad set you will now have multiple ad sets beneath your original campaign.
Within the "New Sales ad set - copy" select the traffic ad and change the image being used.
Once done hit publish and wait for the Facebook ad testing to finalize.
2 ) Split-Test Different Call-To-Actions
In addition, to split-testing your ad images and ad videos, you can use the creative option to test the copy in your ads.
Your call-to-action is what you want people to do when they see your ad.
Facebook considers the learn more button below to be the CTA button.
You can sort through these and test out a different call to action to use in your Facebook ad.
Split-test different call-to-actions to see which one gets people to take the desired action.
3) Split-Test Your Primary Text
Another way to test using the "Creative" option for A/B testing.
This one involves changing the primary text used in your existing ads.
4) Split-Test Your Headline & Description
The final way I like to use the "Creative" option for A/B testing is by split testing the headline or description.
5) Split-Testing Different Target Audiences
Testing different target audiences can help you determine if the Facebook ad you created has the right message, but is being targeted incorrectly.
When split-testing our target audience with the A/B split-testing tool we can choose to split-test our ad placements or our audiences.
Name your test, choose a start date, and the key metric that determines the winning ad.
Then change the ad placement or audience within your duplicated ad set.
6) Custom Split Test
Facebook's custom split-test tool will allow you to test two existing campaigns against each other.
First, choose the custom option.
Enter a name, choose the key metric, and schedule the test.
Once you hit duplicate you have your new ad campaign created.
You can now split test and compare two different campaigns to each other.
This is helpful if you want to split test campaign objectives, like sales vs traffic objectives, compare different audiences in two campaigns, or show different ads to different audiences for the same product.
7) Test Different Copy Variants
This next split testing method does not involve using the A/B testing method we've discussed so far.
Create a new ad.
Within that ad scroll down to the primary text and headline.
From here you can have multiple primary texts and headline options.
Facebook will mix and match the different possible ad variations to find the best performing ad to show to your audience.
View Your Facebook Ad Testing Results In The Ads Manager
After you have set up your Facebook ad you can view the results with the Facebook ads manager.
To view your Facebook ad testing statuses go to the "Experiments" tab under "analyse and report."
Here you can view your Facebook ad testing results or status.
That's it you now know have 7 new ways, for split-testing your Facebook ad.
Facebook will provide you with your Facebook ad testing results once you have a statistically significant audience that has seen your Facebook ads.
As you look at the experiment tab you might find that it will take too long to get the results you desire, to solve this you might consider increasing the ad spend to get the statistically significant results you need.... but that's another conversation.
Need help analyzing the results of your Facebook ad testing or setting a test up?
Feel free to book a call with me.
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