Why You Must Split Test Your Facebook Ads

Facebook Split test plan
Have you tried Facebook Ads and think that they don’t work for you? You may not have done enough testing to be able to answer that question for sure.

You may have heard the term Split Testing but not known exactly how to set it up.  My favorite technique is to test the demographics first.  Use the exact same ad and see which demographic responds best.  Notice that Ad Set 1 and Ad Set 2 in the image above test two different demographics and then the 3rd Ad Set tests a new image.  Use Facebook Graph Search to find some good Pages to target for your ads.

After you know which demographic performs best then you can test different things like images, text, or even the type of ad you use (Unpublished Post, Website Conversions, etc.).  Make sure you are optimizing your image for your Facebook Ad.

The interesting thing about Split Testing is that you may think one ad will perform well but you find the another ad you test actually does better.  I thought the first ad below would out perform the second ad but it was the opposite.

Facebook Ad 1


Facebook Ad 2


Typically, the best type of ad that works on Facebook is one that grows your e-mail list so if you are running a Facebook ad campaign, focus on that goal.

Make sure you dive into the Reports area to see which ad works better.

Split testing reports

The Ads Manager area can show you a lot about your performance but when you set up your Facebook Reports right, you can see much more information.

Split testing best practices:

  • Start with split testing the demographic and then use the best performing demographic in the rest of the tests.
  • Only change one thing at a time if possible.  You can test different things like:  type of ad, image, and text.
  • Run the ad under similar conditions if possible.  Same time of the day, same bid (although bid prices vary), same length of time, etc.
  • Dig deep into the reports.  It may look like one ad did better but check the conversions.

Using these techniques will help you improve your results dramatically.  If you need more help on Facebook ads, check out my course Facebook Advertising Secrets.

How about you, has Facebook advertising worked for you?  Let me know in the comments below!

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