Advertising is indispensable to the Internet, and Facebook is the inevitable advertising channel. So how can we put our money where our money is and use AB testing to multiply AD conversion by X? Here’s the answer.
AB test
The principle of AB testing is easy, it’s not complicated at all, but if you’ve never actually implemented it, it can be more impactful than you think. Because this is a process of constantly optimizing the results, the results will continue to improve. WOW!!!
In this post, I’m not going to talk too much about the theory or principles of testing, but I’m going to directly share five optimization lessons for testing ads, not just for Facebook ads, but for other platforms and web optimizations.
What is A/B Test?
The AB test is divided into two versions of an Internet marketing strategy (often referred to as A and B), and specific tests are performed on both sides. The goal of the test is to determine which versions are the most appealing, get the most clicks, or have the best conversion rate to the desired customer base.
So this strategy is perfect for websites, Landing pages, emails, and advertising. But there is a principle is must have, is generally different versions although different, but must proceed one by one, for example:
Only change the color, making sure the difference in color has a real impact
Just changing the image design type to see if it leads to more engagement
Adjust only part of the text to see if it can increase the willingness of visitors to read
In the case of Facebook ads, you can only change your target audience first
Matters needing attention:
The AB test usually gives a yes, unless you get a close result, in which case you may need to test the AD again.
And if there are too few views, the results may not be very clear and referable, so statistical analysis is important for marketing testing.
Once you have a little bit of information about what I’ve talked about, I’m going to jump right into the five-step process of actually testing and optimizing Facebook ads.
1. Test your AD images
Images are one of the most important components of Facebook ads because they are a great source of attention.
Design principles for Facebook AD images: Images contain a call to action and a value proposition.
It’s important to understand that Facebook ads are competing with friends and family. Assuming your AD image is better than a friend’s selfie or pet photo, your AD is likely to attract attention and actually generate clicks.
So, if your AD runs for two days and doesn’t get a good click, or a good conversion, it probably means that people aren’t getting caught up in the first place, even if they like your headline, proposal, and page.
Therefore, do everything you can to make your advertising images more eye-catching.
In the case of a test image, all you have to do is keep the other variables (page, title, description, audience) the same, and then run two different images with the same variables. That way, you can really see the difference in actual results that images make.
For tips on how to design Your Facebook AD images, read my article: 6 Tips for Getting Clicks on Your Facebook AD Images.
2. Test your title
After testing your image, it should be time for the headline, which can determine if you’ve captured your audience’s attention.
Highlighting unique selling points is an unbeatable way to score points and gain credibility, which is worth using on many levels of marketing.
There are also many businesses that use their own product or name as the title, which is fine if your brand is well recognized. On the other hand, if not, you might want to consider not doing so.
Another subscript option can be a free strategy and call to action, such as: “Enter the raffle for free and take home a million cars!” Or “How to lose weight easily and lose it again, learn it for free.”
3. Test your AD details
The AB test can sometimes be surprising, a small change that can make a big difference. Things like image borders (just use a small painter), background colors, using the word “you” in text, or nuances can suddenly double click-through rates.
You can test the details by referring to:
Bright colors: red, green, orange border or background
Use a shadow ray in the image to make the pattern stand out
Add relevant graphics that will make your audience feel something
4. Test your copy
The influence of copywriting on Facebook ads is not the first line of attack, but it’s not 100% insignificant. It’s a source that allows you to communicate more with your target audience.
If you’ve got your campaign pretty well under control, you can relax a little bit in this part of the campaign, but if you want to maximize the impact, you can try a completely different approach and tone.
Test your target audience
This part is still the same, keep the rest of your Facebook ads the same, you just need to target different audiences (it takes less effort to create similar ads).
Let’s take a look at how to optimize Facebook ads by changing your target audience:
Page 1 (Age and Gender) : Even if you are sure of the customer’s age group, you can still make segmentation for age segments, such as 25 to 35 and 36 to 45.
If the age range is very narrow, test results can be compared for each sex.
Second edition (Interests, behavior, other) : You can target your audience based on marital status, political leanings, travel, work, and where you live, which is a great feature, and you can even target ads to other people’s fans (my favorite).
Testing your target audience is a big focus of Facebook advertising, especially for small businesses and the self-employed, because it’s about getting the best use of your advertising budget without wasting any of your hard-earned cash.
Unless you are now satisfied with the results of your AD implementation, as you can see, you need to start analyzing and testing. Hopefully you understand the importance of AB testing for Facebook ads and start implementing it.