Split testing on facebook

[erdini]

When split testing ads on Facebook, how do you go about doing it?

let's say you want to split test 10 ads at a time.

Do you first split test the same text with 10 images or the same image with 10 different texts?

Or do you first split test different demographics?

Do you build an LP first, or do you direct link first?

 

[lotsofads]

• Ask your affiliate manager whether direct linking or landing pages are working better for the offer. They may also be able to tell you what demographics are working best.
• If you don't know the above, break down targeting into these brackets: Males/Females; <18, 19-24, 25-34, 35-44, 45-54, 55+ years old. Select one of these age brackets (I'd suggest 25-34 years old) and the gender that does better (check the offer domain on Quantcast), then do the image/copy testing with this demographic before scaling it to the rest.
• Start by testing images (has the highest impact on CTR) with a single headline/body. Pick the highest CTR image and then test headlines one-by-one, followed by the copy in the body.
• Don't just run a single creative. To avoid banner blindness, keep a few of the lesser performing creatives live as well. This will improve the longevity of your campaign.

You can always dump all the variations in a campaign and take it live, but be prepared to spend quite a bit of money to get statistically relevant information.

- Zack