Split testing, otherwise known as A/B testing, is an essential characteristic of a successful Facebook Ads optimization strategy.
Nevertheless, not all advertising goals fund the notion of split testing which is a bit disheartening.
Possibly in the future, Facebook will permit businesses to opt for split testing across campaign objectives.
So let’s work with what we have, here is a list of Facebook objectives that offer split testing:
Not sure yet? Still deciding on whether it’s worth the time, resources, and money?
Keep reading, hopefully, I can pursue your mind in this short article.
Whether you are new to a digital marketer are just looking to spice things up – split testing has been around for quite some time.
So, you might be asking yourself, what exactly is a split test?
Split testing is a component when creating campaigns that you can utilize to test the variations of your ad’s performance.
This is typically done against a single or a set of variables where you can see which variant of your ad is serving better results.
The typically split test time period to about 2 weeks.
Afterward, you can deactivate any variants that aren’t producing while continuing to keep or even rev up any campaigns that are yielding results within your desired KPIs.
Elements such as gender, age, geo, interest, as well as specific dates and times to run your ad for various placements.
The good part about Facebook is the fact the algorithms are smart and beneficial for the most part as long as you are aware of all the bells and whistles going on.
Keeping an eye on Facebook can seem boring but being able to know when your campaign is through the learning phase and ready to scale is imperative to your install growth.
There are a plethora of features when setting up a new campaign that all marketers should at least view once before brushing it off.
One of the most fundamental testing methods you can employ is split testing. Creating campaigns with matching headlines but different imagery will let you test a variety of styles of adverts.
If you don’t know already, knowing your top converting placement, geo and demo are basically the top three pillars when it comes to Facebook App install campaigns.
Showing your ad to mobile users while consuming similar content is what you need to strive for.
Throwing up a broad, open mobile campaign just specifying the operating system (iOS or Android) you can essentially fly blind and get “lucky”.
This also prolongs the learning stage, the tighter you can make your audience the better.
Take advantage of all the headline options Facebook gives you – the machine learning will do its best based on the conversion data on your account to target the best converting advert out of them all.
This not only saves time but lots of money you would have otherwise spent guessing and testing more. However, once you have that data, you are off to the races – now let’s dive into that!
Data is everything when it comes to marketing. Especially in online marketing, you can go after the entire globe (more or less) so you need to ensure your messaging is as tight as possible.
Once you have primed your Facebook app campaigns with enough data to “run on autopilot” – you are ready to scale by duplication.
This method is one of the best ways to start spending more budget within still working on the granularity of your ad targeting.
For example, once you have a campaign that has shown great results that meet your KPIs you are ready to duplicate those efforts.
This may be abroad, into a smaller audience segment, or maybe you just launched the Android version and you’re ready to grab ahold of that market share too.
Regardless of your goal – having conversion data after finishing your tests should give you the ability to launch new campaigns at higher budgets and more competitive rates with the confidence that it is going to perform well.
Why invest all this time and effort into thought? People are so impulsive nowadays, most brands think that if they don’t convert the first time they never will. And that my friends are called an opportunity.
Once you have an ad recipe that works expand into other time slots (morning vs night), and specific cities (where you can then use geolocation headlines for added trust).where you know your audience hangs out.
So again, with split testing, you spend your ad money upfront, find a winning campaign/creative, then double down on said campaigns. Subsequently, pause any other poor campaigns and repeat the process until your boss tells you to stop spending money.
It is important that you have a straightforward objective in mind or at least an idea of what you’d like to accomplish.
Testing and seeing results is one of the best blessings you can have in today’s online world.
Knowing who pays you the most when and where makes it easier for you to test and/or spend more during those times.
Facebook app install campaigns shouldn’t be rocket science – split testing is just the first step on a long ladder of optimization tips you have for you so be sure to stay tuned for our next article on optimizing Facebook Ad efforts in 2022 and on!
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