One of the key things any person using Facebook ads must do is make sure that their ads are running the best they can. Many times too often advertisers launch a Facebook ad campaign, pay little attention and then are shocked, disappointed, even angry when they see they spend $200 and the results were minimal. Instantly Facebook is blamed, but the reality is that you create your ads, you define the targeted audience that will see those ads, and it is up to you to make sure your ads are providing the results you want. This is why you should split test your Facebook placements every time! Top notch marketers know that performance is the result of testing-testing-testing.
Let’s pretend you are going to run an placement. You need to include an image on that ad to attract the attention of the viewer. How will you know which image will draw the highest targeted click through rate. You’ll determine this with split testing. Always only change on a component of your ad at a time so that you can track and compare accurately. First, you might change your picture, then you might change something in the wording of your text, or you might change colors. Whatever you are doing always only make a single change at a time.
There are actually a limited number of things you can change, but here are the four main groups that you should always test your ads against.
1. Ad Picture – Take time to test various images to find the image that performs best. Sometimes it’s about the image itself. Sometimes it’s about the colors. Sometimes it’s about the size. You get the idea. For example, you might find that females respond better to images that are pink or that contain a lot of pink.
2. Ad Wording – What is your message saying? Change the copy wording. Change what you are asking for. For example, asking the viewer to click ‘like’ works pretty well.
3. Interest Groups – You target your interest groups when you create your ads. These are the people that are likely to be more passionate about what it is you have to offer. It’s expensive to target those people that aren’t your interest group. So make sure you spend some time with trial and error here.
4. Demographics – Among your interest groups are the demographics of that group. Try splitting your group further into age, gender, etc. and then try your ads. The better you do this the better your ads should perform.
Split test your Facebook placements to make sure you get the most from your Facebook ad campaign. It is so important to create a click through rate threshold.
In addition, some ads will outperform others. The last thing you want to see happen is that you throw your money away on the ads that are not performing well. This is another good reason to have a click through rate threshold in place for all Facebook ad campaigns.
Let’s look at an example. Let’s say we create a campaign designed to drive more people to our page to increase our fans at under $0.30 a fan. However, our ad generated 3 fans at the minimum and 21 fans at the maximum bid. This is assuming all of our clicks converted to likes.
What this means is that our cost per fan ranged between $0.65 and $5.60 and the majority were at the very highest end. The end result – we would kill the ad for underperforming. The money spent on the placement could have been much less if we had created a Facebook ad threshold.
It’s important for you to determine what click through rate you are okay with and then to immediately kill any placements which are not performing to the standards you set.
Doing so will ensure that you don’t have any great surprises or costs you can’t afford. Remember, when you set up your Facebook ad campaigns you provide your credit card information and authorization to charge that credit card, so it really is important that you know what you may be charged with.
Facebook ad campaigns are a great way to bring new visitors to your Facebook page, to your website, or to run a promotion, to name just a few. However, before you jump in with both feet, we encourage you to take the time to learn and understand just how Facebook placements work so that your experience is a positive one and you actually reap the benefits of a Facebook ad campaign. Because if you do not understand how it all comes together, you do face the risk of a very high charge that won’t be to your advantage.