Setting up your advertising for the most conversion through paid social strategy and A/B testing your ads.
Our Hour Long Webinar
Presented by Kyle Barry, the owner and founder of KB Social an esteemed advertising agency.
Today's Advertising Mindset
Advertising has adapted as the technology and data available has evolved. No longer is one ad-set, perfect at the beginning.
Today, we use real-time data and advanced data collection to enhance, test, and compare our ad options.
Allowing for the long-term investment in successful ads to be more data-driven and analytical rather than best off emotion.
A/B Testing for Success
A/B testing is the ability to compare two variants of ads and post-click experiences, this allows for two things to be directly, statistically, compares to each other.
Then, after running the A/B test a successor based on the selected conversion goal will be presented, this will be the best matching variant for your ad's audience.
A/B gone W/R/O/N/G
“A mistake that some companies make is to start moving a bunch of levers around without clear planning upfront for what they're trying to optimize—and what will be impacted by those changes.” ― Dan Siroker, A/B Testing: The Most Powerful Way to Turn Clicks Into Customers
When running a test, it's critical to understand that you need to hold all other variable consistent, meaning, when you test multiple parts at the same time (in this example, video and copy) you won't be able to truly run an A/B test since they're now two completely different variants.
What to A/B test?
In this order of important:
Audience - testing who you're displaying the ad to, their geographic location, and beyond.
Graphics - what visual content you're displaying to the ad viewer.
Copy - what text the ad viewer is reading.
Finding out what cohort of people are most responsive to the ad will be key in constructing your best preforming ads. No matter how many copy changes you make the most influential piece will be those who are perceiving it and their level of interest in your offering.
This is why audience testing is the highest rung on the A/B testing funnel since it's a pillar for campaign success.
Tips for A/B Testings
“If you want to increase your success rate, double your failure rate. Thomas J. Watson, Former Chairman and CEO of IBM” ― Dan Siroker, A/B Testing: The Most Powerful Way to Turn Clicks Into Customers
A/B testing is not a one-off, continue to test-and-test, beginning first with audience working into graphics and solidifying with copy. This will produce a well-oiled, proven high-preforming ad set.
Quick Cheats for FB Advertising
Cloning your best ad sets - rather than starting fresh, clone your best ad sets and work off the data they already have to configure a new, proven ad set.
Use free tools - things like Canva, Calendly, and MailChimp can level up your advertising through graphics, quick scheduling, and automated follow-ups.
Always test post-click - once you get someone to click an ad, only 50% of the work is done, they still have to convert on the page they landed on. So, optimizing and re-optimizing the post-click too is essential.