The #1 Path to a Successful Facebook Ad Campaign
Updated: Jul 8
What is even more important than the products or services you sell? Data.
Initially, it may seem that calculating the value that your business or services bring to your target customer could be challenging. Enter, A/B testing.
A/B testing (also called split testing), allows you to create an action plan for your marketing strategy. With A/B testing you are able to experiment and compare the success of different aspects of your campaign. Some common areas to test are ad text, landing page design, different offers, headlines, calls to action, etc. You can basically test any aspect of your campaign to see what YOUR ideal customer responds to the best! This allows us to create a specific strategy based on data, or feedback, from your own customers.
Businesses that don't split or A/B test essentially waste their advertising dollars. Even though there are other standards and proven paths to follow in Facebook advertising, ALL Facebook experts still A/B test...and they should be A/B testing extensively.
Every market and every business is different. Without doing thorough testing to see what works for YOUR market and YOUR business, you will be missing on invaluable data!
As mentioned previously, A/B testing can involve testing a plethora of different variations, such as:
A/B testing gives us the ability to determine the best performing ads. Once we determine this, we are able to pause the lesser-performing ads and therefore allocate more of the budget to the best performing ads.
A common mistake with Facebook newbies is expecting that the first ad and the first audience tested will be the jackpot for their business right off the bat. You will likely need to create several iterations until you find the perfect winning combination that makes it insanely profitable for you. After that, you can start the advanced process of scaling up!
An agency that doesn't emphasize extensive A/B testing is simply not going to create the most profitable campaign for you. A/B testing is the backbone of a successful Facebook ad campaign. If a Facebook agency tells you that they don’t do A/B testing, it’s a big red flag that they are inexperienced.
When we are asked to do a FB Ad Analysis, one of the most common issues has to do with a lack of A/B testing in order to find the best results. How do you know if you're not A/B testing enough? If you're not getting your KPIs (such as cost per purchase, cost per lead) to reasonable numbers, then you need to do more testing in order to find the winning combinations that will bring your KPIs to the ideal level.
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