Why split testing your facebook ads is a must

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Bob Milliken
Bob Milliken

I continue my series on Facebook marketing today with a discussion on Split Testing.

Just so you know, split testing is an important aspect of Facebook Ads optimization. Not all ad objectives support split testing so it’s good to be aware of which Facebook objectives do:

  • Reach
  • Traffic
  • Engagement
  • App installs
  • Video views
  • Lead generation
  • Conversions
  • Catalog sales

If you’re on the fence about split testing, and whether it’s worth your time and money, read this short article to find out some of the benefits:

You don’t need to guess at what’s working and what’s not

With split testing, you get to cross off your list all those elements that are not working for your ads. By the end of a few tests, you’ll know exactly what’s working, what’s resonating with your audience and what’s not. This not only helps you save time in the future – you’re not going to re-use those elements which are proven failures, right? – but you are also a step closer to creating the perfect high-converting ad for your business.

Your results are not due to luck

Some people get lucky with their first advert. But they’re few and far between. If you depend on luck, you’re not going to get very far. Advertising means you need to spend money to reach people. If you depend on luck, you’re throwing money to the wind. With split testing, you can pinpoint exactly what made your ad successful. You can say with certainty that these elements are the reason for your ad’s success – and you can use the same elements again in your future campaigns.

It’s a worthy investment

With split testing, you get to spend money while testing, but once you find a winning campaign, you can easily recover the cash you’ve paid for those failed adverts. You just need to have a detailed plan in mind and at least have an idea of the kinds of elements you’d want to test. There’s an infinite number of elements and combinations for every advert, so you need to narrow down your choices from the get-go and preserve your cash. This is the smart way to do split tests – have a theory or objective in mind and set to prove that theory right (or wrong).

Your Take away

Unless you’ve already created a lot of Facebook ad campaigns, it’ll be pretty hard for you to predict which one will work best. Spilt testing will help you to quickly uncover your most effective ads.
Of course, every good marketing plan is not made-up of a single action, but rather of several related actions that all work in concert with each other. Call us, we’d love to help you!

Bob Milliken is a master marketer specializing in helping businesses achieve outrageous levels of success. Bob can be reached by phone at 604.270.1730 or by email at thenaughtymarketer@rfmholdings.com