Facebook Split Testing Dials In Best Performers Faster
It’s impossible to ignore the audience that social media – and Facebook in particular – can deliver to practically any marketing campaign. Well over a billion people engage with Facebook every day. Sheer volume makes advertising here an easy call, but the real value comes in delivering those ads to an audience that’s most likely to engage with them.
We’re asked regularly about the value, delivery, and efficiency of Facebook advertising, particularly from clients more comfortable with traditional ad placements. In a Facebook for Business release, the network said Facebook Split Testing will get to those answers even more quickly, making optimizing ads easier than ever.
With Split Testing, you can run controlled tests without audience overlap when you run ads with a website conversion, lead generation or mobile app install objective. Split Testing helps you get the most out of your budget by surfacing the version of your ad that is performing best by randomizing the audience based on people, not cookies. We divide the potential reach within the test among the ad sets to make sure you’re getting accurate results.
We’ve found that split tests produce strategies with a median 14% improvement in CPA.1
What’s Facebook Split Testing mean for clients? Split Testing promises easier comparison of ads using several different variables: target audience, ad placement, and delivery optimization goals. That translates to better value and better results in ongoing and future Facebook marketing campaigns.