Split Testing 101: How to Improve Your Facebook and Google Ads

When it comes to online ads, where things are very competitive, data always beats guesswork. It can be expensive to run campaigns on Facebook or Google based only on instincts. This is the reason why A/B testing has become of such significance for marketers who want to get better results and spend less on ads.

This blog will show you what split testing is, how to use it on Facebook and Google Ads, and how to keep getting better by looking at the results.

‍What Is Split Testing?

Split testing is a way to find out which version of an ad, targeted setup, or landing page works best by comparing two or more of them. For example, if you want to optimize your email campaigns, using an email finder can help you target the right audience more effectively. Say you're not sure if a red or blue call-to-action button works better. You can test both and let the data tell you which one works best. You can do these things by running organized tests.

• Improve click-through rates (CTR) by making changes.
• Cut down on your cost per acquisition (CPA).
• Better return on ad spend (ROAS).

Instead of starting ads without any information, split testing gives you information that you can measure and use to get better results over time.

What's the Importance of Split Testing?

Online advertising sites and how people use them have changed a lot in a short amount of time. The algorithm for Facebook changes all the time, and Google Ads have become more competitive and automatic. Because of this, split testing is no longer a choice; it's a must. These are the reasons:

• People do get tired of seeing the same ads over and over again. Running split tests can help you stay new.
• Small changes can have big effects. For example, a different title could make your CTR double.
• You can trick the system because platforms give more views and lower costs to ads that are relevant.
• Unbounce says that marketers who regularly do A/B tests have a 70% better chance of getting a big return on their ad spend.

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Beyond optimizing ads for better performance, split testing also plays a significant role in human risk management. By understanding user behavior more clearly through tests, marketers can anticipate potential risks or miscommunications in their messaging, reducing negative reactions and ensuring that their ads align positively with audience expectations.

Step 1: Make a Goal

You should know exactly what you want to achieve before you start any split testing. Without a clear understanding of what PPC intelligence data you need, a test is like going without a compass: you won't know if you're going in the right direction. Write down what you want and make sure it can be measured. Your goal could be to get more visitors, lower costs, or get people more involved. In this case, you might want to -

• 20% more clicks will lead to more market share and sales.
• Get your cost per acquisition (CPA) below ₹300.
• Get 15% more people to fill out a form on a landing page.

As soon as the purpose is clear, every choice about the test is based on strategy and results. Boost ROI with expert PPC strategies. Drive targeted traffic, increase conversions, and maximize your ad spend with our certified PPC specialists.

Step 2: Pick One Variable to Test

When you test something, you should only try one thing at a time. If you change a lot of things at once, you won't be able to tell which ones changed the results. Start with the parts of your ad that will have the most effect.

This could be the creative, the copy, or the targeting. By testing just one variable, you can isolate the effect and come to a meaningful conclusion. This gives you the confidence to use what you've learned in future efforts. Some common things to test are as follows:

• The advert's headline
• Make a unique image or video
• Text with a call to action (CTA)
• Using audience data or interest targeting

3. Allocate Time and Budget

A split test can only be useful if it has enough data to be statistically relevant. A lot of advertisers mess up by stopping tests early on or not having enough money to run them.

As a general rule, your test should last at least seven days. This way, you can see how your audience changes during the week. You should also aim for at least 100 conversions or 1,000 impressions per option, even if conversions aren't the most important thing.

If you rush or don't have enough funds for tests, you might get wrong information that affects your ads when you try to scale them.

Using Split Testing on Facebook Ads

For making A/B tests, Facebook (Meta) Ads Manager is one of the simplest ways to do it. If you want to test creatives, copy, or audiences, you can compare ad sets with the same campaign purpose on the platform.

Consider that you are comparing a video advertisement against a carousel advertisement. You can be sure that both will be shown fairly to your audience if you set them up under the same campaign. This way, the results won't be affected by the fact that the choices are different. This method is also effective for businesses like shared commercial kitchens looking to optimize their ad performance.

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Image Source: NotifyVisitors

Some common things to test on Facebook are these:

• Video vs. carousel vs. still image
• Should you use "Shop Now" or "Learn More"?
• Focused, broad, interest-based, and lookalike groups
• Heavy text vs. image-focused titles
• Types of placements like Feeds, Reels, and Stories

As an example, a direct-to-consumer (D2C) skin care brand compared polished studio pictures to UGC videos made by influencers. The user-generated content got 43% more interest and 27% lower cost per acquisition, showing that authentic material can do better than fake content. Some of the best methods are -

• Keeping the budget the same for all versions
• Not making changes to ads during the test
• Before making any decisions, letting the whole time run

Facebook's AI system needs a lot of time and data to work correctly. Stopping the process too soon can change the effects and waste the proceeds. For a deeper dive into crafting high-performing Facebook ads, this guide offers practical insights on effective ad strategies that complement your split testing efforts.

Split Testing on Google Ads

Google Ads has a feature called "Experiments" that lets you test out different versions of ads or even whole campaigns. This is especially helpful for search ads, but it also works for show banners and different kinds of landing pages. You can even explore how a Google Workspace discount might impact your campaign's performance when A/B testing various offers.

In a campaign to get new leads, for example, you could look at two copies of the same ad: one that promotes a "Free Consultation" and the other that uses a "Limited-Time Offer" to make people act immediately. You can make better messages in the future if you keep track of which headline gets more sales. When testing Google Ads, some important things to look at are.

• Headline combos in responsive search ads
• Changes to the CTA and description line
• Key word match types (phrase vs. broad)
• Layouts and text for landing pages
• Mobile vs. desktop device tracking

Google says that you should wait until each variant has at least 1,000 views and 100 conversions before making any big decisions.

What to Avoid During Split Testing?

When done right, split testing can be very useful. It is just as important to not make common mistakes as it is to actually take the test. Here are some things you should avoid.

• It's hard to see what to do when you test too many changes at once.
• Early results may be misleading if the test ends too soon.
• The test isn't in line with your goals; keep track of what's most important.
• The use of small sample sizes results in false conclusions due to insufficient traffic.
• Facebook Ad fraud can eat your marketing budget and render your testing pointless. Defend against it, as much as you can.
• It is advisable to concentrate on conducting a single high-quality test at a time, rather than conducting an excessive number of tests simultaneously.

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Wrapping It Up

You don't just do split testing once; you do it all the time as part of your normal ad work. By constantly testing and optimizing, you not only get better results from your campaigns, but you also learn more about what your audience likes.

Set a clear goal and start with a single variable. Then, give your test time to grow up. Over time, interest will go up, conversion rates will go up, and the cost per result will go down. Split testing should be something you do every week if you want to improve the success of your Facebook or Google ads.