#039 – How To Split Test With Facebook Ads

I got one of my Facebook ad camapigns running today.


I don’t know why when I am looking at setting up campaigns for someone else, I’m a thousand times more confident even though I know my own services and writing better than anyone else.

There’s more details on my ads below but I wanted to talk about split testing.

What Is Split Testing?

It’s where you have 2 things going at the same time, with an element of 1 slightly different to the other, to see what gets you a better result or how that 1 variation can impact the end result.

From a marketing point of view – or specifically for the campaign I’ve set up – the main variables I can test out would be (this goes all the way from the Facebook ad setting through to the landing page itself):

  • Facebook ad campaign objectives – for example, specifically driving traffic to the landing page, or engagements (to get likes and comments) or conversions (where the algorithm tries to figure out who is most likely to go through your funnel’s steps – I’ll cover this in a separate post at some point)
  • Ad targeting – demographic information and interests – you can test locations, gender, age ranges, education level, interests, job titles and more
  • In the ads themselves:
    • The ad text (ad copy)
    • The headlines
    • The buttons
    • The image/video/creative format
  • On the landing page:
    • Headline
    • Layout
    • Text
    • Colours, logos, styling
    • Copy
    • Graphics
    • And more

So there are a lof of things you can test.

One Of The Most Common Split Test Mistakes

If you have a huge budget and a whole team working on your ads, you can run mutiple split tests at a time.

And be able to track results.

Without spreading your budet too thinly.

That’s not me though.

And that’s not most of the people I work with.

And if you’re reading this specific article, I’m guessing it’s probably not you either (at least not yet anyway.)

So This Is How I Set Up A Basic Split Test In Facebook Ads

From that long list of variables, pick JUST 1 that you think will have the most impact and create 1-2 variations of that one thing.

So in my current set up:

  • I am only runing 1 campaign – using Facebook’s conversions campaign objective (I’m thinking I might have been wiser to go with traffic but we’ll see what happens – day 1 is way too early to tell anything)
  • I am only targeting 1 audience
  • I am only using 1 variation of ad copy and headline
  • I am only using 1 landing page

So the only thing I am testing for now is the ad image/video/creative.

I have 3 different versions of more or less identical ads, with just the image changed.

So that is my split test.

What Next?

When you launch a new campaign or new ads, Facebook’s algorithm goes through what it calls a “learning phase” where it figures who best to show the ads to and this usually takes 48-72 hours.

So I need to sit tight and wait.

Generally I’ll be looking at these metrics:

  • CPM (Cost for the ads to be seen 1,000 times which are called impressions)
  • Link click through rate – how many link clicks the ad got per 1000 views/impressions
  • Conversion on landing page from viewing the page to actually giving over their email address

I’ll do a separate post on the basics to look at for your Facebook stats though.

Early Observations

I realise it is very very very early in the campaign – it’s only been running for around 10 hours now.

CPM is looking good and link click through rate seems ok as well.

I’ll cover my own benchmarks on that in a separate post.

Zero people have subscribed to my mailing list so far.

The 2 things which stand out to me that might need changing as my priority:

  • Ad image – one of the absolute basic things I’ve been recommended time and time again is to keep a consistent image or branding between your ad and landing page. 2 of my ad images are just memes – so it gets curiosity but maybe not the right curiosity or at least not from the right people.
  • Campaign objective – this is a new campaign with a new Facebook pixel on my website. Generally converions work better with a pixel that has logged some data from your website (I’m giving you context but don’t worry too much about the tech for now – I’ll cover it another time). So perhaps a traffic campaign – where the focus is on getting clicks to the page might have been a wiser move.

But we’ll see.

I feel ok with my targeting, but again, that could be something else for me to split test when the time comes.

By the way, if you do want to know how to grow your mailing list and sell by email, you can grab your free email marketing blueprint from here.

About Abhi

Hi, I'm Abhi. I'm a blogger, copywriter, marketer and coach. Super Simple Mode is my space where I document everything I try in marketing and conversion so you can learn from my screw ups. Thanks for being here.