How to A/B Test your Facebook Ads with Wishpond's Ad Tool

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Are you looking for silver bullet to maximize your Facebook Ad’s ROI? Have you heard of A/B Testing but think it’s just for corporations with an entire marketing department and huge ad budget?

You heard wrong. A/B Testing is easier than you ever thought. And it’s more important and impactful than you ever imagined. I’m talking doubling, even tripling your Facebook Ad’s click-through-rate.

This article will break it down for you. I’ll give you the five variables you need to be testing, and how to interpret your ad’s performance with Wishpond’s ad tool (though the rules apply for any ad tool).

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How to A/B Test your Facebook Ads with Wishpond's Ad Tool

  1. 1. How to A/B Test your Facebook Ads with Wishpond’s Ad Tool
  2. 2. How to A/B Test your Facebook Ads with Wishpond’s Ad Tool 1 What is A/B Testing? 2 The Control Ad 3 A/B Testing the Image 4 A/B Testing the Title
  3. 3. How to A/B Test your Facebook Ads with Wishpond’s Ad Tool 5 A/B Testing the Details 6 A/B Testing the Ad Body Copy 7 A/B Testing the Target Audience 8 Interpreting the Testing Results
  4. 4. 1 What is A/B Testing?
  5. 5. What is A/B Testing? A/B testing is a strategy in marketing in which two versions, A and B, (the Control and the Treatment) are tested against each other. The goal is to identify changes that increase the chance of the what you want to occur, occurring. A/B Testing Best Practices 1 Change the placement of objects on a page to get focus where you want it 2 Change colors to ensure primary objects stand out 3 Change images to be eye-catching or elicit emotion: encourage engagement 4 Change text to be appealing to the reader, and encourage a desired outcome 5 Change the target audience to optimize for click-through
  6. 6. 2 The Control Ad
  7. 7. The Control Ad For this slideshare, my “A”, or Control, advertisement will be for a spa weekend sweepstakes for two. All my A/B test results will be compared with this Control ad
  8. 8. 3 A/B Testing the Image
  9. 9. A/B Testing the Image A little more red, a little more skin - let’s see how it does. 1 To A/B Test this image we run it for the same amount of time as our Control ad 2 We keep the other variables (landing page, copy, title, etc) exactly the same 3 We check its performance after the set period of time and determine if we’ ve seen an increase in our CTR.
  10. 10. 4 A/B Testing the Title
  11. 11. A/B testing the Title After your image, your title is the most important factor in catching the eye of your audience. 1 Three Great Title Options Value propositions are one of the chief ways marketing professionals convince someone their ad, marketing email, or landing page is worth engaging with. 2 Company Logos are fine if your logo is recognizable - otherwise it won’t grab the eye like you want it to. 3 CTA’s like ‘Enter to Win!’ or ‘Lose 20 pounds’ are great titles as well
  12. 12. 5 A/B Testing the Details
  13. 13. Importing contacts from a CRM or Email Service 1 Details you can test: A colorful red, green, or orange border 2 A subtle shadow around your image 3 A colorful background around your logo 4 Increasing the yellow/green gamma on your image
  14. 14. 5 6 A/B Testing the Body Copy
  15. 15. A/B Testing the Body Copy Without good copy all you’ve got is someone to pay attention to your ad (which is a feat in itself on Facebook, but 100% immaterial if they’re not clicking through). 1 In the image above you’re technically seeing a ‘multivariate’ test as we’ve changed more than one variable within the Facebook ad. 2 A true A/B test would be to change only the copy and keep the image of two people getting a massage. 3 However, Wishpond’s Ad Tool makes it so straightforward to create multiple ads that we might as well test several variables if we think it’ll improve performance.
  16. 16. 7 A/B Testing the Audience
  17. 17. A/B Testing the Target Audience 1 How you could do it: Limit the spa ad to married men and change the copy to ‘Give her a break!’ // ‘Surprise her with a 500$ spa weekend. Enter now to win.’ 2 Limit the spa ad by ‘Connections’ and make it exclusive to your Facebook pages’ fans or friends of fans. 3 Target by custom audience and target recent customers, lapsed customers, or users who have entered your contests in the past
  18. 18. 8 Interpreting the Testing Results
  19. 19. Interpreting the Testing Results To find our Click-through-Rate we divide Clicks by Views. For Conversion Rate, we divide Conversions by Clicks. How you can do it: 1 Ad A (Control): Our Control ad had a click-through-rate of about .05% 2 Ad B (Image Change test): The change in image gave us a click-throughrate of almost .09%. 3 Ad C (Audience Change test): The change in audience (targeting 35-65s) halved our Views but increased our click-through-rate to .7%
  20. 20. Further Reading 1 2 How to Target Facebook Ads Based on Email Address & Phone Number (Custom Audience) 4 Ways to Combat Facebook Ad Fatigue 3 How to Create a Targeted Facebook Ad Audience Using Power Editor 4 6 Facebook Ad Image Best Practices that will Send your Click-through-Rate to the Moon 5 How to Use the Facebook Ad Conversion Pixel to Track E-Commerce Checkouts
  21. 21. Thank you for viewing! Check out blog.wishpond.com for more! Wishpond makes it easy to run social media marketing campaigns. Learn more at Wishpond.com

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