Split Test Challenge
Split testing is a systematic approach to finding the best performing advert for each audience you serve ads to
A simple split test can run over 5 days and can be run over different audiences
Remember split testing can only be done against the same advert objective, different advert objectives will track different results and they cannot be compared in a split test
Day 1
Creative makes up around 95% of your ads performance so it’s key to test this first.
Use 4- 6 images that are visually different
If using a video – use 3 – 4 different video thumb nails to create a different look in the newsfeed
Day 2
Check in which image is performing the best
Turn off the images that aren’t doing as well
Monitor the ad for another 24 – 48 hours
Campaign Budget optimisation is the best option for getting the lowest cost ads!
Day 3
It’s time to test some copy and the headline is the next key area of the ad to test
Duplicate the winning image into a new ad set ( remember to restart the race ) and create different versions with different headlines
Day 4
It’s time to test the Primary text – aka the copy that goes above the ad. Again duplicate the ads into a new ad set to restart the race
All businesses are different and their is no write or wrong in terms of copy, you can try short copy, long copy, ask questions and use emojis
Day 5
Did you pick the winner? No you should be able to see which copy works best for your ad
Once you are confident in what’s working and what’s not – you can now scale your ads by increasing the budget or adding more ad sets
You can test more items like the call to action button or different versions of the advert type if you want to keep refining your ads