What is Split Testing Feature for Facebook Ads?
The advertisement has become a bread & butter for every digital marketer. Without advertisement, no marketer can effectively run their business in the digital world. Today, social media is a great place to advertise products and services on different media platforms. If we pick up social media giant Facebook, it is one of the most advertising platforms in the present digital industry. A lot of marketers start advertising on Facebook in the hope of getting traffic to their site and conversion rate. However, it doesn’t happen because a lot of people don’t know how to effectively use Facebook ads and target the relevant audience.
To get the most out of your Facebook ads you must apply Split Testing features to it. Are you aware of the split testing feature of Facebook ads? If yes, well and good, if no then this article is for you. Read the article till the end to know what the split testing feature is and some other aspects of it.
Let’s now start from the basics.
What exactly Split Testing Feature is for Facebook Ads?
If you are aware of A/B testing then split testing is nothing difficult to understand. So split testing for Facebook ads is basically a process that allows you to create multiple ad sets and test them against each other. It then allows you to see which strategies produce the best results for your ad. For instance, you can test the same ad on two different audience groups to see which group responds better. Moreover, you can also test two different creative assets such as images or videos to determine which is more effective.
For the ad campaign, Facebook allows you to test 5 different variables containing ads, audiences, delivery optimization, placement, and multiple variables. It helps you see what works best for you so that you can improve future campaigns.
Let’s make a move ahead and learn how the split test work.
The working process of Facebook Ads Split Testing Feature
The split testing feature working process is based on many steps that provide you final output. Let’s learn the process below.
#Division of audience
The split testing feature helps you divide your audience into random and non-overlapping groups. The random groups help make sure that other factors don’t distort the result. This method lets you know the relevant audience that you can target via Facebook ads.
#Ad sets of each group
After the categorization of audiences into particular groups now each group will receive ad sets that are identical in every way aside from the different variables you selected to test. The variables you choose are the audience, delivery optimization, placement, and creative.
#Measurement of each ad set
After the creation of ad sets for each group, now Facebook will measure the performance of each ad set group against your campaign objective. Therefore, the ad set that performs the best will win here.
#Finally test ends
So the final step of the process is that once everything is done, you receive a notification about the strategy that you won. Moreover, the test insights you get can fuel your ad strategy and help you design your next Facebook campaign in the future. Therefore, with this process, you can run a split test if you also want to design your Facebook advertisement campaigns.
How do you get started with Facebook split testing feature?
Follow the steps below to get started with Facebook ads split testing feature:
1. Create a new campaign
The very first step in getting started with Facebook ads split testing is creating a new campaign. Setting up a split test requires you to move towards your Ads Manager account and create a new campaign. After that, you need to pick up the objective for your campaign. If you want to enhance brand awareness then click ‘Brand Awareness’. Now give your campaign a unique and easily remembered name and choose the Create Split Test box. Next click Continue.
2. Select the variable you want to test
In the second step, you will select the variable that you want to test for your ad campaign. So Facebook offers you three options to make a choice from: Placement, Delivery Optimization, and Audience. After selecting the variable, you can decide what you exactly want to test in that variable. Let’s look at the options available for each variable one by one.
– Delivery Optimization
This variable allows you to test different delivery options and bids available. To know whether the clicks or conversions are providing you better results, you can conduct this test.
– Audience
With this variable, you can compare two saved audiences. Pick your audiences to run this test. In the previous audience test, an overlap used to happen between audiences however it doesn’t happen in the new split testing feature. Now Facebook makes audience testing much easier and accurate.
– Placement
The placement variable helps you know whether you are delivering the best bang for your buck or not. You have options to select from a number of placements like Instant Articles, Facebook Feeds, Right column, and many more.
3. Time to set up your budget and scheduling
This is the last step you have to perform to finish your split test. You just have to scroll down to the Split Test Budget & Schedule section. Now enter your testing budget and specify when you want to run your test. Moreover, Facebook also lets you select how much budget each ad set gets. The default is 50/50 split but you can always change by clicking on Even Split.
Finally, you have successfully set up your Facebook ads Split Test!
The bottom line
Facebook Ads Split Testing is a great way through which you get to know which variable works for your business and which don’t. Basically, it helps you run a successful online ad campaign on Facebook to reach your business goals. Now that you have learned everything about split testing, you can easily get started with it by following the above-mentioned steps.
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