Effective A/B testing strategies for Facebook ads require some trial and error, but implementing them can be one of the most valuable things you do for your marketing. This simple technique allows you to test the best advertising combinations on your target audience and ensure that the results aren’t simply due to chance.
Using the Ads Manager toolbar, you can duplicate a campaign and change the variables to create an A/B test. The number of possible variations can quickly become overwhelming, however. For example, if you want to test different ad images, headlines, and main copies, it would take weeks to run a complete test. This is why it’s crucial to narrow down your variables before you get started.
Crafting Success: Effective A/B Testing Strategies for Facebook Ads
It’s also helpful to select a clear goal for your test before you start. “You need to have something specific you’re trying to prove or disprove,” Feltges says. For example, he used HubSpot’s email newsletter to test the effectiveness of two different calls to action in email notifications.
A/B testing can also help you determine which ad types work best for your audience. You can try out carousel ads, GIF ads, and other options to see which perform better for your business.
Once your A/B test has been running for a sufficient amount of time, you can analyze the results. If there’s a clear winner, you can put your full ad budget behind the successful variant. If the results are less conclusive, you may need to re-run the test.