advertising has brought about affordable opportunities to drive targeted traffic to websites, that did not exist before. While Google’s AdWords (and other pay-per-click traffic) has been around since 2000, the demographic targeting that’s available through Facebook ads has simply not existed.
With a strong push, widespread success stories spanning niche markets of all kinds, Facebook ads have become a traffic opportunity that webmasters have to at least explore. And one of the basic principles of successful online paid ad campaigns is well done testing to creating high converting, winning ads.
Facebook makes running ads easy, and that certainly includes testing. In the Ads Manager dashboard, where ads are setup and managed in Facebook, “campaigns” can be created, which account for different ad variations. This is where split testing can be done rather easily, with Facebook’s robust ad metrics to help you prove your winning ads quickly.
The 3 C’s
With Facebook ads, testing comes down to three different elements to vary:
- Call To Action
Be sure to test different capitalization techniques, such as capitalizing the first letter of each word, words with all caps, limited capitalization, etc. Remember that there’s no one single rule when testing.
Copy is the text in the ad. It could be the text on an image. The copy is very limited in characters, so concise yet impactful language is a must.
The call to action is the instruction that tells ad viewers what to do next. “Click here” is an example, yet a bland, overused, tired and uninspiring call to action, since it says nothing of what’s in it for me, the prospect. Think from the prospect’s perspective when writing your ads, as that’s who you’re talking to.
The 4th C: Campaigns
A single campaign should be set for the purpose of grouping similar ads with the same intent, as to monitor how they perform. When creating ad variations for basic split tests, it’s very important to make sure your ads only change one element at a time, so you can positively attribute ad performance based on this single variable.
You’ll vary the “Three C’s” in the following places in the ad:
The headline is the attention grabber. All copy for Facebook ads are quite limited, so brevity is a much and the headline must get your audience interested.
The other big attention grabber is the image. The single visual element can make an ad stand out, or fall to the wayside. Be sure to carefully watch how changing your ad image makes a difference, as often with Facebook ads it causes the greatest degrees of variation.
Your ads body or message. This short descriptive field should sell the click, or beg the question, “why do I want to find out more?”
By testing a single variable at a time, you’ll be able to continually keep your winning add and try to beat it with a new ad that you introduce. A continual focus on beating your best performing ad will ensure you’re on your way to success with Facebook ads.