How To Split Test Facebook Ads - Advanced Facebook Advertising Techniques To Maximize Your PPC Spend

Key Takeaways

hey miles Becker here miles Becker calm this video is about Facebook split testing and more specifically about how to split test your ads on Facebook through the power editor all right so let's jump right back in this is I don't know video four or five in a series of videos about the power editor and how to run Facebook advertisements and do paid Facebook advertising through the power editor so here we are if you missed the videos where we set up the campaign the ad set and the first ad you can get access to those in the description of this video so in order to set up your split test we go to the ad level and you need to already have an advertisement and if you don't see the editor with your ads you just click the little check box and you get that pen on the right you click the pen and it pops out and this is the editor area we cover this in detail in the previous video but what we're going to cover now is the split testing portion because once we get our first ad up the first thing we want to do is run a quick split test and test some imagery and the reason I start with imagery is because it's a simple and a quick split test and also on kind of the overall size of your advertisement that displays on Facebook the imagery is kind of the biggest portion it's the most attention-grabbing portion so I'm going to test a bunch of images first and then once I see which image out pulls the other then I go in to test the copy and we use the same kind of method that we're going to use here for split testing in facebook ads instead of testing the imagery on one you test the copy and real quick just to be sure we're on the same page we only test one thing at a time on an effective split test and that's why I'm going to leave all the copy the exact same and we're just going to go ahead and test the imagery itself so we're here we've got our ad that we want to split test setup and I can just click duplicate and what it does is it gives me the option to kind of use the existing or keep the same campaigns and how many duplicates we want I'm going to go ahead and set up for duplicates and I'm going to create those right now so what it does is it's actually going to duplicate that out four times over and you'll notice that it has the new ones checked now this is kind of funky in here is you can go and actually change and update a segment or a piece of an ad across all of these at the same time so since there's four of them checked if I go in here and I change something it would actually change it on all four and I don't really want to do that yet so I uncheck these first and foremost and then I'm going to slide this out so I can see what's going on here and you notice we've got confused girl is the name of the image and then you can see these are all the copies so this is my one I started with and I'm just going to go up from the bottom and I click that to highlight it and I click this little imagery here little edit icon and it pulls this out so what I want to do is I'm going to go down here to the image and I'm going to click change image and I want to go to stock images and then it brings up this power by Shutterstock the same place we got the other one and I'm going to do [Music] frustrated woman and I'm doing this because I want to show that that feeling if you will of kind of sort of discontent the the problem that we're actively helping solve and I'll use that one for this ad and there it goes I've updated my ad so now what I need to do is go up to the top and I need to change my name so I can easily see this so this will be head down computer click that there and then I'm going to move this in and that's it so you can see it updated that here I'm going to uncheck it I'm going to go on to the next and this one I'm going to go down and same thing again we only want to manipulate or we want to test one thing at a time so we go to stock images and I'm going to type in here frustrated man will test them the male imagery versus the female imagery and [Music] see here I want one without a computer one with a computer I think the with the computer is going to be easier this dude looks like he's having a rough day let's go with that one so we'll go cool and so I follow the same basic naming convention this is going to allow me to see them all relatively easily once I get some data running through which would show up in these areas and real quick here I want to change I want to get the copy out of there because I didn't you can also click this little edit bar and it will allow you to edit the title really effectively doesn't pull out that whole slider which is kind of nice and then we're going to go to this one and we're going to get let's get a confused guy and this is it really um there's not that much involved it is kind of um requires you to think a little bit about what kind of imagery is actually going to trigger your target market right who is your target market what what are they used to seeing on their timeline what's going to kind of fit in and get them to stop because they're scrolling really really quickly through their timeline to kind of look at the pictures and you need to make sure yours is coming up as something that captures their attention for long enough to get them inside of your copy so they can get to your hook and they can kind of actually read about what you're going with in my ad and this campaign is all based on personal development so let's do a happy family let me go and change image and we'll do another stock image and we'll do happy family so there's kind of two approaches you can go in marketing right one approach in marketing it's called the carrot or the stick what is going to motivate your target market is it the the fear of getting whipped by the stick or is the carrot that we're dangling in front of them getting them to move towards generally speaking the stick is more effective than the carrot but we do want to test that because every market is different and showing those positive images of the life that they want to ultimately live is a great way to potentially inspire them versus marketing to them through fear so this is a sunset family or family sunset and take off the copy and so here we are we've got that all set up we've got this split test done I'm going to do one more duplicate here and I'm going to another happy family since we've got two of each of the other ones to give the same possibility of the rotation numbers and we're gonna keep the same campaign we're going to create that it is going to automatically check the new one you can see it's got the copy there so this is the new one the other ones unchecked you always want to make sure you only have one thing checked over here so we're not accidentally manipulating multiple advertisements at the same time I'm going to click Change image stock images and we're going to do another happy family and let's do this one right here in on the nature hike I guess and that's it so now I've created I mean it took what maybe seven minutes five seven minutes with me even going through the process of explaining now we have not only that one ad that we got kind of completed in the last video but we now have two three four five six like seven different ads that are all going to run six different hats they're all going to run excuse me and Facebook will rotate which one it's displaying all based on the daily ad budget we have here at our ad set level now Facebook's not going to display these evenly sometimes they don't display at all for some reason and it's not that big of a deal but what I'm giving is I'm giving Facebook a Q of different advertisements to publish to run and Facebook wants to show the ads that gets the most engagement right because Facebook's after having a really good user experience what's a good user experience when they they like they comment and they engage positively with the advertisements and with the posts in facebook so Facebook's going to display the ones it thinks has the best and what we do is I wait to see of at least a hundred clicks through one of these I like to see generally speaking on three to five hundred clicks before I consider making a decision I'm really looking for a click-through rate CTR of about three percent is really exciting to me anything two percent Nova is pretty good anything four percent and up is excellent I rarely turn off ads that are getting two percent click-through or above anything in the 0.5 or the 11.5 range I work to improve them so we just click those review changes here and it uploads all of these new images new advertisements in facebook in our power editor it uploads those up to our ad account it starts displaying them it tracks all of the data for us so we can see which ones are working and once we have 500 click throughs on one of these were able to come in and make some decisions we can turn off the ones that are not working and once we've done that we want to go in and create a new split test and the split test we will work on the next time is the top text so we begin by testing the imagery and then we begin the second test once we know what imagery works best we want to test this top text here and we want to see if we can get this text to be more compelling to get people to engage then we set up three to five split tests for the top text we run that until we get enough clicks to have a statistic kind of reliability on our data and then we test the lower text and then this headline is the last thing that we text test which is the call to action you can definitely test this you can test the button as well but those are getting kind of smaller and smaller in the potential results that they offer and again it's really important for you to remember just split test one thing at a time you want to split test just the image keep all of the coffee the exact same once you get your images dialed you want to split test the coffee and you only want to split test the Topkapi you don't want to change coffee on top and bottom at the same time because when you see a bump or a decrease in your click-through rate or in whatever that conversion is on that segment of your funnel you don't know what caused that right so if I redid a totally different image a totally different headline and a totally different top text I wouldn't necessarily know if I got a better response why I got that better response and that's why we focus on one thing in our Facebook ads to split test at a time get that split test run again at least 500 clicks if you can see a thousand clicks you have really really reliable data it has a strong statistical likelihood of of holding up over tens and hundreds of thousands of clicks which is ultimately what you want to get your campaigns to do when they're firing full-on and that's it it's really simple to set up your split tests in facebook these Facebook split tests can revolutionize your business because it helps you identify the words the phrases and the imagery that gets your target market to take action and then when you find a headline that works wonders when you find imagery that works wonders you can begin to take that and put it into your opt-in page you can put it into your sales page you can move these headlines down into deeper segments of your funnel because you know they have a high likelihood of getting your target market to take action and it also creates consistency through your funnel which is really important they seem the same offer the same giveaway the same headline on each step in the funnel and it makes them think wow I'm in the right place nothing changes I don't feel like there's been a bait and switch they feel like they're going down a logical process or logical procession of ideas and that increases the likelihood of them ultimately converting to leads and converting to customers so all in all it's really simple to run your split tests be sure you're doing it with a high probability of statistical reliability which means let them run for two weeks and a thousand clicks you're going to make sure that the data is true that you're making your decisions on and just always be running a split test when you're running advertisements in facebook it's totally an investment and to get the most out of your investment you need to be split testing because then you don't just get the clicks and the leads and the customer you get the information the insights and the words that trigger them to take action and once you know what those are everything down further and further in your funnel converts better and that's the ultimate goal so thank you for watching this video on Facebook split testing I do appreciate it go ahead and give me a thumbs up here in YouTube if you liked the video leave me a comment if you have any questions and finally be sure to subscribe so you can get the next videos as they are released because I'm happy to keep teaching more about how to build your business online through marketing funnels and Facebook pay-per-click enjoy yourself I'm Myles Beckler