In the beginning, we don’t know what can make the audience ignore the post or ad, and what can make them engage with it and vibe very interested. As marketers, we decide to use our intuition to predict what will make people engaged.
However, it’s our role to understand the audience’s behavior instead of basing decisions on guesses or assumptions. To be a real Marketer, you need to eliminate guesswork, and understand why did my audience ignore my post, why did they respond, and why they signed up.
There is a process that can make publishing choices more accurate, it’s the A/B testing.
What Is A/B Testing?
A/B Testing is a process used in every aspect of our daily life, and every work field. It’s mainly used in developing a website or application to optimize the user experience.
A/B testing is the strategy of comparing two or more items with one small variation at a time to determine which one is most effective based on some given metrics.
Today, we will talk about the A/B Testing on Facebook Ads, we will understand the process, and then know how we can use it to achieve the best results.
A/B testing on Facebook Ads is a method of testing multiple versions of a Facebook Ad against each other to see which one attracts the target audience. It’s comparing two or more different versions of an ad at the same time to determine which will deliver the best results.
In Social Media Ads, there are so many variants to test, that you feel lost, and you don’t know how to start your split testing.
What Are The Variables To Test?
Creative: Format, copy, and call to action, images.
- Imagery: Testing the media you use in a campaign can help you select the most impactful visuals. You can Test: people image vs. product image, generic photo vs. custom-designed image, text-only vs. image.
- Format: Testing different formats to see which one is the most effective for each kind of content.
- Copy and call to action: Testing different styles of copies, and different lengths. Starting from the Post’s title to the description. You need to test also the messaging copy. Alternate between a copy and call to action to determine which copy earns stronger results.
Audiences: Location, gender, interests, behaviors, demographics, custom audiences.
Time of day: Create a test that identifies the best time of day and week to serve up your social ads.
Objectives: Reach, app Installs, engagement, traffic…
Placement: Facebook, Instagram, Messenger, audience, network, devices, landing pages.
When you split test your social media ads, you will be able to gather useful insights that will help you run ads in the future. It’s a great solution for saving not only money but also time.
Let’s suppose you want to test 3 different target audiences, 3 different designs, and 3 different copies to see which ones are the most effective. The budget will be split too, for testing.
You can create three different versions of an ad and run them at the same time.
Start by creating 3 different target audiences, and use the same design and same copy. Leave it for a few days or even weeks, then check the most performing ad. You will fix the winning target audience in the next tests.
After this test, use the same copy, the winning Target audience, and three different designs. And again choose the ad with the best results to be able to fix the design. Do the same thing with the copy.
After the experiment is completed, a conclusion will be made and you will finally start your ad with the combination of the best design, best copy, and best audience.
Benefits of the A/B testing
Social A/B testing helps to:
- Define the most engaging message to your audience.
- Define the social content types that generate the most engagement.
- Determine a suitable time to run ads.
- Know the Call-to-action with the highest conversion rate.
- Reduce the uncertainty involved in making and promoting ads.
- Avoid advertising mistakes are often very costly.
- Create better and more valuable content for your intended audiences