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How to A/B Test
your Facebook
Ads with
Wishpond’s Ad
Tool
How to A/B Test your Facebook Ads with Wishpond’s Ad
Tool

1

What is A/B Testing?

2

The Control Ad

3

A/B Testing the Image

4

A/B Testing the Title
How to A/B Test your Facebook Ads with Wishpond’s Ad
Tool

5

A/B Testing the Details

6

A/B Testing the Ad Body Copy

7

A/B Testing the Target Audience

8

Interpreting the Testing Results
1

What is A/B Testing?
What is A/B Testing?
A/B testing is a strategy in marketing in which two versions, A and B, (the Control
and the Treatment) are tested against each other. The goal is to identify changes
that increase the chance of the what you want to occur, occurring.

A/B Testing Best Practices

1

Change the placement of objects on a page to get focus where you want it

2

Change colors to ensure primary objects stand out

3

Change images to be eye-catching or elicit emotion: encourage engagement

4

Change text to be appealing to the reader, and encourage a desired outcome

5

Change the target audience to optimize for click-through
2

The Control Ad
The Control Ad
For this slideshare, my “A”, or Control, advertisement will be for a spa weekend
sweepstakes for two.

All my A/B test results will be compared with this Control
ad
3

A/B Testing the Image
A/B Testing the Image

A little more red, a little more skin - let’s see how it does.

1

To A/B Test this image we run it for the same amount of time as our Control
ad

2

We keep the other variables (landing page, copy, title, etc) exactly the same

3

We check its performance after the set period of time and determine if we’
ve seen an increase in our CTR.
4

A/B Testing the Title
A/B testing the Title
After your image, your title is the most important factor in catching the eye of your
audience.

1

Three Great Title Options
Value propositions are one of the chief ways marketing professionals convince
someone their ad, marketing email, or landing page is worth engaging with.

2

Company Logos are fine if your logo is recognizable - otherwise it won’t grab
the eye like you want it to.

3

CTA’s like ‘Enter to Win!’ or ‘Lose 20 pounds’ are great titles as well
5

A/B Testing the Details
Importing contacts from a CRM or Email Service

1

Details you can test:
A colorful red, green, or orange border

2

A subtle shadow around your image

3

A colorful background around your logo

4

Increasing the yellow/green gamma on your image
5
6

A/B Testing the Body Copy
A/B Testing the Body Copy
Without good copy all you’ve got is someone to pay attention to your ad (which is
a feat in itself on Facebook, but 100% immaterial if they’re not clicking through).

1

In the image above you’re technically seeing a ‘multivariate’ test as we’ve
changed more than one variable within the Facebook ad.

2

A true A/B test would be to change only the copy and keep the image of two
people getting a massage.

3

However, Wishpond’s Ad Tool makes it so straightforward to create multiple ads
that we might as well test several variables if we think it’ll improve
performance.
7

A/B Testing the Audience
A/B Testing the Target Audience

1

How you could do it:
Limit the spa ad to married men and change the copy to ‘Give her a break!’
// ‘Surprise her with a 500$ spa weekend. Enter now to win.’

2

Limit the spa ad by ‘Connections’ and make it exclusive to your Facebook
pages’ fans or friends of fans.

3

Target by custom audience and target recent customers, lapsed customers,
or users who have entered your contests in the past
8

Interpreting the Testing Results
Interpreting the Testing Results

To find our Click-through-Rate we divide Clicks by Views. For Conversion Rate, we
divide Conversions by Clicks.
How you can do it:

1

Ad A (Control): Our Control ad had a click-through-rate of about .05%

2

Ad B (Image Change test): The change in image gave us a click-throughrate of almost .09%.

3

Ad C (Audience Change test): The change in audience (targeting 35-65s)
halved our Views but increased our click-through-rate to .7%
Further Reading

1

2

How to Target Facebook Ads Based on Email
Address & Phone Number (Custom Audience)
4 Ways to Combat Facebook Ad Fatigue

3

How to Create a Targeted Facebook Ad
Audience Using Power Editor

4

6 Facebook Ad Image Best Practices that will
Send your Click-through-Rate to the Moon

5

How to Use the Facebook Ad Conversion Pixel to
Track E-Commerce Checkouts
Thank you for viewing!
Check out blog.wishpond.com for more!

Wishpond makes it easy to run social media
marketing campaigns.
Learn more at Wishpond.com

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How to A/B Test your Facebook Ads with Wishpond's Ad Tool

  • 1. How to A/B Test your Facebook Ads with Wishpond’s Ad Tool
  • 2.
  • 3. How to A/B Test your Facebook Ads with Wishpond’s Ad Tool 1 What is A/B Testing? 2 The Control Ad 3 A/B Testing the Image 4 A/B Testing the Title
  • 4. How to A/B Test your Facebook Ads with Wishpond’s Ad Tool 5 A/B Testing the Details 6 A/B Testing the Ad Body Copy 7 A/B Testing the Target Audience 8 Interpreting the Testing Results
  • 5. 1 What is A/B Testing?
  • 6. What is A/B Testing? A/B testing is a strategy in marketing in which two versions, A and B, (the Control and the Treatment) are tested against each other. The goal is to identify changes that increase the chance of the what you want to occur, occurring. A/B Testing Best Practices 1 Change the placement of objects on a page to get focus where you want it 2 Change colors to ensure primary objects stand out 3 Change images to be eye-catching or elicit emotion: encourage engagement 4 Change text to be appealing to the reader, and encourage a desired outcome 5 Change the target audience to optimize for click-through
  • 8. The Control Ad For this slideshare, my “A”, or Control, advertisement will be for a spa weekend sweepstakes for two. All my A/B test results will be compared with this Control ad
  • 10. A/B Testing the Image A little more red, a little more skin - let’s see how it does. 1 To A/B Test this image we run it for the same amount of time as our Control ad 2 We keep the other variables (landing page, copy, title, etc) exactly the same 3 We check its performance after the set period of time and determine if we’ ve seen an increase in our CTR.
  • 12. A/B testing the Title After your image, your title is the most important factor in catching the eye of your audience. 1 Three Great Title Options Value propositions are one of the chief ways marketing professionals convince someone their ad, marketing email, or landing page is worth engaging with. 2 Company Logos are fine if your logo is recognizable - otherwise it won’t grab the eye like you want it to. 3 CTA’s like ‘Enter to Win!’ or ‘Lose 20 pounds’ are great titles as well
  • 13. 5 A/B Testing the Details
  • 14. Importing contacts from a CRM or Email Service 1 Details you can test: A colorful red, green, or orange border 2 A subtle shadow around your image 3 A colorful background around your logo 4 Increasing the yellow/green gamma on your image
  • 15. 5 6 A/B Testing the Body Copy
  • 16. A/B Testing the Body Copy Without good copy all you’ve got is someone to pay attention to your ad (which is a feat in itself on Facebook, but 100% immaterial if they’re not clicking through). 1 In the image above you’re technically seeing a ‘multivariate’ test as we’ve changed more than one variable within the Facebook ad. 2 A true A/B test would be to change only the copy and keep the image of two people getting a massage. 3 However, Wishpond’s Ad Tool makes it so straightforward to create multiple ads that we might as well test several variables if we think it’ll improve performance.
  • 17. 7 A/B Testing the Audience
  • 18. A/B Testing the Target Audience 1 How you could do it: Limit the spa ad to married men and change the copy to ‘Give her a break!’ // ‘Surprise her with a 500$ spa weekend. Enter now to win.’ 2 Limit the spa ad by ‘Connections’ and make it exclusive to your Facebook pages’ fans or friends of fans. 3 Target by custom audience and target recent customers, lapsed customers, or users who have entered your contests in the past
  • 20. Interpreting the Testing Results To find our Click-through-Rate we divide Clicks by Views. For Conversion Rate, we divide Conversions by Clicks. How you can do it: 1 Ad A (Control): Our Control ad had a click-through-rate of about .05% 2 Ad B (Image Change test): The change in image gave us a click-throughrate of almost .09%. 3 Ad C (Audience Change test): The change in audience (targeting 35-65s) halved our Views but increased our click-through-rate to .7%
  • 21. Further Reading 1 2 How to Target Facebook Ads Based on Email Address & Phone Number (Custom Audience) 4 Ways to Combat Facebook Ad Fatigue 3 How to Create a Targeted Facebook Ad Audience Using Power Editor 4 6 Facebook Ad Image Best Practices that will Send your Click-through-Rate to the Moon 5 How to Use the Facebook Ad Conversion Pixel to Track E-Commerce Checkouts
  • 22. Thank you for viewing! Check out blog.wishpond.com for more! Wishpond makes it easy to run social media marketing campaigns. Learn more at Wishpond.com