In this article you’ll learn from A to Z every secret on how to a/b test all aspects of your Facebook advertising to understand what’s working and what’s not and ultimately improve your campaigns’ ROI exponentially.

What is an A/B Test?

A split test is a marketing strategy where elements of a marketing campaign are tested against each other to analyze which one can deliver the best results.

A/B testing can be applied to everything: emails, landing pages, blog post titles, Facebook Page Posts, and Facebook Ads.

A good split test can result in huge ROI improvements that can easily be in the 10x range.

How did Obama raise $60M by doing a simple A/B test?

The team at Optimizely oversaw Obama’s website in 2008 campaign. They did a simple A/B test for the landing page. They tested the main media on the page and the call-to-action button. They had 6 media types and 4 type of call-to-action buttons, that’s 6×4=24 variations. They’ve identified the winning combination based on sign-up rate.

The original page had a sing up rate of 8.26% the winning combination had 11.6% sign up rate. That’s an improvement of 40.6% in sign-up rate. What does an improvement of 40.6% translate into?

Roughly 10 million people signed up on the splash page during the campaign. If they hadn’t run this experiment and just stuck with the original page that number would be closer to 7,120,000 signups. That’s a difference of 2,880,000 email addresses.

Sending email to people who signed up on our splash page and asking them to volunteer typically converted 10% of them into volunteers. That means an additional 2,880,000 email addresses translated into 288,000 more volunteers.

Each email address that was submitted through the splash page ended up donating an average of \$21 during the length of the campaign. The additional 2,880,000 email addresses on their email list translated into an additional \$60 million in donations.

Lessons to learn:

  • Every potential Facebook user that sees your ad is an opportunity. Take advantage of that through Baro’s advertising A/B tests.
  • Question assumptions. Images can perform better than videos. Females can have a higher response rate to certain ads than males. Ad variations that you personally do not like can perform better than variations that you like.
  • Experiment early and often. Invest a bit more at the beginning of an advertising campaign, identify the audience, identify the right combination of message and image/video and reap rewards as your campaign is running.

What can you test with Baro?

Baro allows you to A/B test:

  • Platforms (Facebook or Instagram)
  • Locations (countries and cities)
  • Age groups (for ex: 20-25, 25-30 years old)
  • Genders (males, females)
  • Interest sets (for ex: travel related interests and food related interests)
  • Custom audiences
  • Placements (News Feed, Right hand column…)
  • Call-to-action buttons
  • Messages
  • Images
  • Videos

To take the most out of this tool you should define well all your target audience assumptions and messages, upload images and videos, the rest will be taken care by Baro. It will create all the necessary Ad Sets and Creatives as described in our previous article. Baro will reallocate budgets for Ad Sets 2-3 times a day. It will subtract an amount proportionally to its performance from worst performing ad sets and add it to best performing ad sets. This results in higher ROI.

On top of that, experimenting with a/b tests can help find you the right audience for your product or service.

We constantly improve our optimization algorithms, and we are open for any suggestions or ideas to improve the system.

Tags: Advertising Facebook Instagram Split Test