One thing that anyone who works on paid social platforms will tell you is just how important testing should be as part of your paid social strategy. A/B testing allows you to test various elements of your campaign, such as ad creative, audience targeting and optimisations, to help you understand what works and what doesn’t when it comes to your campaigns.
If you’re new to A/B testing, it can be overwhelming to know what would be most useful to test! After all, investing your budget into testing can be fairly expensive. You want to ensure you are taking away key learnings that will actually inform your strategy. That’s why I’ve put together this handy list of test ideas!
#1 Lookalike Audience vs No Targeting
One thing that works for many advertisers is using lookalike audience to reach the most relevant people. But another method that people have started to use, and seems to work very well, is to have no targeting at all. This allows the Facebook algorithm to do it’s trick and do the targeting for you.
Testing a Lookalike vs No Targeting can help you understand which target audience works best for you. So you can use the best performing audience in future campaign launches!
#2 Split Test Your Landing Page
Your landing page can have a significant impact on performance, so you should split test this variable. This will help determine the type of landing page that works best for your objective and you can utilise this going forward.
For example, in a conversion campaign you may want to test sending users to a list page vs directly to a product page to see which has the better conversion rate.
#3 Conversion vs Value Optimisation
A simple, but really useful test to see which optimisation drives optimal performance for your business. When you have a conversion campaign you can set different optimisations at ad set level. One of these options is to optimise towards conversions, which will aim to get you the highest number of conversions, (i.e. more buyers that each spend less). Whereas optimising towards value will aim to get you more revenue (i.e. fewer people buying, but that spend more). Test these optimisations against each other to see which adds more value to your business!
#4 Conversion vs New Customer Conversion
If you have new customer conversions set up on your pixel, you can optimise towards new customer purchases. Often paid social is used to reach and attract new customers, so optimising towards new customer purchases may be more efficient. Definitely worth a test if you’re very focused on new customer acquisition metrics!
#5 UGC Imagery vs Brand Imagery
Have you ever considered using user generated content for your ad imagery as opposed to your own brand assets? If you haven’t then you should try it! UGC can appear more organic and relatable for consumers, and often perform really well in ads. If you receive lots of UGC from customers that feature your products then test them out against your current imagery. And even if your brand is quite small and doesn’t have UGC to work with, why not take your own? As long as the content is nice, it doesn’t matter who takes it!
#6 Dynamic Carousel vs Dynamic Video
Dynamic ads are very popular and the great thing about them is they can be really effective even though it doesn’t require any creative from you. Everything is just pulled from your catalogue! Often people will simply use the carousel format for these, but have you tested this against any of the other formats?
A dynamic video can be created through Facebook and is another way to display the items from your catalogue. Test this vs the carousel to see which performs best!
#7 Creative Border Vs No Border on Dynamic Carousel Ads
Whilst dynamic ads do work very well, they aren’t the prettiest of ads to look at are they? You can add overlays to dynamic carousel ads to jazz them up and make them look more on brand. You may want to test utilising a border that includes your brand colours/logo to see whether this helps drive better performance!
Set up a test plan!
These are just a few of many tests that you can start with! If you have the budget to do so I recommend putting an always-on test plan in place, setting up 1-2 tests every month. And keep in mind that Facebook is an ever-evolving platform, so even if you tested something 6 months ago it may be worth testing again!
Keeping track of results that come out of every test is super important to ensure you’re applying them to strategy. If you do – you’ll soon see the great impact it can have on performance.
Now… go get a test plan in place!