Facebook ads might be a relatively cheap way to reach your ideal construction clients, but running a campaign is still an investment of time and money. By A/B testing your ads, you’ll get clear data showing you which ads are worth investing more in and which are best deleted.
Running Ads That Meet Your Goals
A/B testing, or split testing, lets you compare the performance of two different versions of an ad. In order to compare, though, you need to decide exactly what kind of performance you’re looking for. What makes an ad the “best” isn’t always the number of click-throughs it gets. Your most-clicked ad might not actually be meeting your business goals.
If you’re running a brand awareness campaign to let your target audience know you’re the most experienced restaurant construction specialist in the area, your goal might be to get as many shares as possible. For an email list building campaign, however, the ad that brings the most sign-ups is the winner, even if it doesn’t get the most clicks overall.
Collecting Valuable Data
A/B testing works best when only one variable of your two Facebook ads is different. This way you’ll know exactly what caused one to outperform the other. You might find the ad with a picture of a finished building gets more clicks than one showing a project in progress. So if you’re comparing two different photos or a photo versus a video, use the same text. If you compare two texts, use the same images.
To collect data on your ads, you’ll need URLs you can tell apart in your reports. Google Analytics UTM tracking parameters allow for advanced tracking, but a link shortener such as bit.ly or tinyurl.com will work for basic tracking.
Testing both ads equally keeps your data accurate. Run one ad for at least three days, then hide it and run the alternate version at the same amount of time on the same days.