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How To Use Facebook Split Testing To Drive Results

[vc_row el_class=”blog-margin”][vc_column][vc_column_text el_class=”bold”]When creating a campaign on Facebook do you find yourself having questions regarding which is the best audience? Or what is the best goal for optimisation? If you should invest more in Instagram or Facebook? Well, the answer to all these questions is here: Facebook Split Testing (also known as A/B testing).[/vc_column_text][vc_column_text]Testing different versions of your ad sets and ad can help you refine future campaigns. Using split testing, you can compare ad groups, audiences and ads.

Furthermore, you can analyse which ones have had the most results and implement them in your strategy for your next campaigns.

If you are confused about how best to use this feature, read on![/vc_column_text][vc_column_text el_class=”filedBlue”]

What is split testing on Facebook?

[/vc_column_text][vc_single_image image=”3384″ img_size=”large” alignment=”center” el_class=”blogImg”][vc_column_text]The A / B Test (or split test) is one of the most effective strategies of digital marketing. Many companies use this type of test to make important decisions for their business.

On Facebook, you can use the A / B Test to benchmark data, devices, audiences, and other types of results you need to make decisions.

It is ideal for use in any type of business and you will receive all the data at the end of the test in your email.

Imagine that you are about to launch a new product on the market, a fitness clothing line. However, you have doubts on which audience would be the most ideal to target with your ads.

The first audience group is made of women of a certain age who enjoy boxing. Additionally, the second group also includes women of the same age. But, the women in this audience enjoy to practice Jiu Jitsu

Both target audiences are well suited to buy your product. However, you want to be more assertive and reach the audience that will be the most interested in your new clothing line.

The solution to finding the best suited one? The A / B test.

You may find that only those who like boxing have enjoyed your products, and women who practice Jiu Jitsu have not even clicked on your ad. Best of all? You’ll have the right answer with real, consolidated data.[/vc_column_text][vc_single_image image=”3341″ img_size=”large” alignment=”center” el_class=”blogImg”][vc_column_text]The first audience group is made of women of a certain age who enjoy boxing. Additionally, the second group also includes women of the same age. But, the women in this audience enjoy to practice Jiu Jitsu

Both target audiences are well suited to buy your product. However, you want to be more assertive and reach the audience that will be the most interested in your new clothing line.

The solution to finding the best suited one? The A / B test.

You may find that only those who like boxing have enjoyed your products, and women who practice Jiu Jitsu have not even clicked on your ad. Best of all? You’ll have the right answer with real, consolidated data.

Basically, by A / B testing you’ll know which is the best way to go, where you should invest your money, invest your team’s time and also where you will be most successful.[/vc_column_text][vc_column_text el_class=”filedBlue”]

What you need to know to do Split Testing on Facebook

[/vc_column_text][vc_column_text]To start a split test on Facebook, you need to follow some rules and understand how it works.[/vc_column_text][vc_column_text]

Available Testing Variables

[/vc_column_text][vc_column_text el_class=”boxed”]Each tested ad set has a distinct difference called variable. Facebook will duplicate the ads and will only change the variable you choose.[/vc_column_text][vc_column_text]To achieve the most accurate A / B test results, you can test only one variable at a time. For example, if you test two different audiences against each other, you will not be able to simultaneously test two placement optimizations. This is because you would not know for sure which change is affecting performance.[/vc_column_text][vc_column_text]The variables available for the Facebook Split Test are:[/vc_column_text][vc_single_image image=”3342″ img_size=”large” el_class=”blogImg”][vc_column_text]

Audience Split Testing

[/vc_column_text][vc_column_text]The A/B test divides the audience into non-overlapping groups different on locations, gender, age, or group of interests.

Facebook distributes these variables randomly among different ad sets.

This random distribution helps to ensure that the test is performed fairly, as other factors will not distort the results of group comparison.[/vc_column_text][vc_column_text]

Objectives available for Split Testing

[/vc_column_text][vc_column_text]Facebook A / B tests are compatible with the following business objectives:[/vc_column_text][vc_single_image image=”3370″ img_size=”large” el_class=”blogImg”][vc_column_text]If the goal of your ad campaign is any other that does not fit within the above, you will not be able to create the test.[/vc_column_text][vc_column_text]

Quantity of ads

[/vc_column_text][vc_column_text]Another essential rule to succeed is the number of ads you test.

When you are doing A / B testing, it is very important to know that the less ads you compare, the better, as the intention is to compare the result of one with the other.

That is why in the Facebook Split Test it is possible to test two or even three ads within a single campaign. This means that you can create an A / B Test or an A / B / C Test.[/vc_column_text][vc_column_text]

Testing time

[/vc_column_text][vc_column_text]Any test requires a minimum of time to be accomplished, right? Facebook also works like that.

What is recommended by Facebook is that your test campaign lasts for at least 3 days and at most 14 days. The reasons for this is that in less than 3 days, you may not have enough data to know which ad performed best.

Testing over 14 days is unnecessary because within that period you can already know which ad performed best. This way, you can apply all your available budget for your campaign to an ad that has shown better results.[/vc_column_text][vc_column_text el_class=”filedBlue”]

How to Create Split Testing on Facebook

[/vc_column_text][vc_column_text]To start creating your A / B Test on Facebook, simply follow the step-by-step instructions below.[/vc_column_text][vc_row_inner el_class=”grey_box”][vc_column_inner][vc_column_text]

Step 1

The first step is to choose what the ad goal will be.[/vc_column_text][vc_single_image image=”3346″ img_size=”large” el_class=”blogImg”][/vc_column_inner][/vc_row_inner][vc_empty_space height=”22px”][vc_row_inner el_class=”grey_box”][vc_column_inner][vc_column_text]

Step 2

To make A / B test ads on Facebook you need to mark the switches that appears in the image below.

Then, create the name of your campaign and click “Continue.”[/vc_column_text][vc_single_image image=”3348″ img_size=”large” el_class=”blogImg”][/vc_column_inner][/vc_row_inner][vc_empty_space height=”22px”][vc_row_inner el_class=”grey_box”][vc_column_inner][vc_column_text]

Step 3

Now, you’ll start choosing all the settings for your campaign.

As usual, settings will change according to the ad goal you’ve chosen.

In this screen you can follow a summary of the split test on the right side of the page and choose the variable of your ad.

[/vc_column_text][vc_single_image image=”3349″ img_size=”large” el_class=”blogImg”][vc_column_text]This variable means what you’re really going to test, for example: if you want to know which audience is best for your ad, you should choose the audience variable.

Today Facebook has 4 variables: creative, delivery optimisation, audience, and placement. Each one has different settings.[/vc_column_text][vc_column_text]

Creative:

If you have questions about your ad’s creative, such as: which image to use or which ad format brings the most, you can select this variable.[/vc_column_text][vc_single_image image=”3369″ img_size=”large” el_class=”blogImg”][vc_column_text]

Delivery optimisation

You can use this type of variable to test different types of optimization in a campaign.

For example:

Let’s say you have a video that has achieved a lot of reach and engagement, both in the number of clicks and views. If you want to test if it’s better to be watched or to generate conversions, you can choose to test both optimisations: Video Views and Conversions.[/vc_column_text][vc_single_image image=”3352″ img_size=”large” el_class=”blogImg”][vc_column_text]

Audience

If you have different audiences for your business or are in doubt about the targeting you are considering investing in, testing two or even three different audiences can help you.[/vc_column_text][vc_single_image image=”3353″ img_size=”large” el_class=”blogImg”][vc_column_text]

Placement

In placement, you can customize the social networks and devices you want your ads to appear on.

For example:

You can choose to compare Facebook and Instagram. Or just Facebook on a tablet or computer and make the necessary combinations to understand where you can reach more people effectively.[/vc_column_text][vc_single_image image=”3354″ img_size=”large” alignment=”center” el_class=”blogImg”][/vc_column_inner][/vc_row_inner][vc_empty_space height=”22px”][vc_row_inner el_class=”grey_box”][vc_column_inner][vc_column_text]

Step 4

Lastly, you will choose the budget and set the period that your campaign will stay on air.

Then, you can click continue, choose the images and text of your ad and finalize the test settings just like any other campaign!

[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_empty_space height=”22px”][vc_column_text el_class=”filedBlue”]

What to do after Split Testing?

[/vc_column_text][vc_column_text]After you pass the testing period, Facebook will send you an e-mail with all the data from your test results.

Then, you can see which ads had:[/vc_column_text][vc_column_text]With all that data in hand, you’ll know which ad strategy works or does not work for your business. You can then invest your time and money in ads that will really bring results to your business.[/vc_column_text][vc_column_text el_class=”landingLi”]

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Get more than what Facebook allows you to test

[/vc_column_text][vc_column_text]We believe split testing on Facebook will certainly help you get closer to what you want for you and your business. It will guide you through the initial steps you need to take towards the desired RESULT.

However, this is just the beginning of the road. If you want to dig deeper into this topic and have access to a (more advanced) companion material, I recommend you have a look at Filed, and how we can overcome expectations through allying Artificial Intelligence with your Facebook data, and having complete control over each small to big element of your campaign.

Split testing with Filed can take you to another level. Do you want to know more? Request a 30 day Free Trial now![/vc_column_text][/vc_column][/vc_row]

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