Facebook and Instagram ads are the perfect platform to test your marketing on because you get so much data back on what works and what doesn’t. Watch to hear my tips on split testing and what I always test first.
Sometimes when people think about split testing, they think about testing a small tweak like a red button versus a blue button, or some sort of really tiny variation in their ads. But when I'm testing Facebook ads, I love to test ads that are quite different from each other because the bigger the differences the faster you're going to get learning.
Two ads that are really similar to each other are probably going to get a similar reaction from the audience. So the data is going to be somewhat similar, and in order for you to actually get something somewhat significant in the numbers, you're going to have to run it for quite a while and you're just going to be wasting time.
Whereas, if you're testing ads that are completely different from each other, you're going to see pretty quickly which one outperforms the other.
When I'm testing ads with my clients, I usually like to test first the marketing messaging, or the positioning, or the angle that we're taking. And once you nail that down, then you can do further testing within the creative, testing different videos, testing different copy variations, that kind of thing.