How to A/B Test Your Facebook Ad Campaigns for Optimal Results

Facebook Marketing Agency

Meta: This article reveals how to A/B test your Facebook Ads campaigns and select the best Ads for optimal results. Check the best practices out now!

How to A/B Test Your Facebook Ad Campaigns for Optimal Results

No piece of ads fits all target audiences; thus, A/B testing is a helpful solution to measure and determine what types of content resonate with your target audience and, more importantly, drive your marketing strategy in the long term.

Then, how to A/B test your ads for optimal results, supposing you plan to run Facebook Ad campaigns?

How to A/B test your Facebook Ad Campaigns? – Top 5 practices!

While A/B testing is useful, it is not easy to define what ads to test in the first place.

After working with thousands of businesses to build their ads, we draw out the top 5 best A/B-testing practices that might be helpful to you.

#1. Only test one variable at a time

To begin, Facebook Ad suggests you set up A/B testing based on one or more variables, including Audience, Creative, Placement, and Custom variables.

While you might be tempted to test everything, remember to select one variable at a time so that you can get relevant and comparable results.

For example:

  • Keep the same ad placements and creatives if you want to test two target audiences.
  • Or, place multiple ad creatives, each in an ad set, but you have to display those ad sets across the same audience, budget, and placements.

#2. Don’t select the same audience as your current campaigns

We always alarm Facebook Ads managers to create a new campaign and select a new audience for their A/B pieces.

If you set up the testing inside an existing campaign, there are Facebook’s algorithms to learn history data and skew the statistical results of your A/B ads.

#3. Define winning criteria (metrics) in the first place

The purpose of A/B testing is to define the winner of the two – which is performing better? In other words, you must specify the statistical metrics you want to measure and compare at the end of the testing.

Provided that your goal is to lower your advertising cost, check down-the-funnel metrics like “Cost per signup,”; “Cost per click,”; or “Cost per landing page visit.”

Instead, use relevant upper-funnel metrics such as CTR or CPC to test ad creatives.

#4. Be patient and allow ideal time frames

Delivering a new ad campaign takes Facebook around 24 hours (sometimes even longer). Thus, we recommend waiting at least 72 hours before you pause your campaign and conclude any A/B testing results.

The bigger your Facebook ads’ target audience is, the more time Facebook algorithms need to learn and provide accurate measuring metrics.

#5. Keep learning and improving

Don’t hesitate to implement the winning ads in your upcoming campaigns so you can see how the A/B testing can truly benefit your business.

Nonetheless, you should keep track of the results and improve your ads over time.

In a nutshell

With all helpful practices in mind, planning for your A/B testing on Facebook Ad campaigns is high time.

Contact us if you have any struggles setting up the ads. We are willing to give advice!

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