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What’s split testing, and should you be doing it?

March 11, 2019

Split testing is when you test different elements of your Facebook ads and see which variation works best. Different variables can include photos, music used in videos, copy, audiences, delivery optimisations, or even devices.⁣

Say you run a driving school and want to run an ad about free lessons for under 20s. What sort of creative will resonate more with your target audience? Run a short test for four days where you pitch up to six variations of the same variable against each other, and Facebook will figure out which one’s the money shot for you. Because split testing divides your audience into random groups (with no overlap!), each ad has a fair chance because other factors can’t skew the results.⁣

Of course, you should only ever test one variable per split test – otherwise, you won’t know which variation affected your ad’s performance! ⁣

We highly recommend split testing your ads whenever you create a new campaign – or even when revamping old ones! Sometimes, the images or placements we advertisers think will perform best actually don’t perform nearly as well as other variations, but unless you regularly split test your ads, you might never even realise your ad could be performing better.⁣

Facebook updates (31/7/19)

We’ve been spotting several Facebook updates in the wild lately – here are our top three from the past week!

A new way to schedule appointments through Facebook?

Fantastic news for anyone in the lead generation game: Facebook is officially rolling out its own dedicated appointment scheduler!

Smartphones: the key to fertility clinics?

Insights There's plenty of guidance on how to write about sensitive subjects and very personal topics such as choosing fertility clinics. After all, the last thing your team wants to do is inadvertently cause distress or offence to a potential patient. The services...

The early bird catches the car buyer!

Insights Join the conversation with car buyers even when decisions and research are being done online and away from your dealership. On average car-buyers are only visiting one or two dealerships, and that’s at the sharp end of the purchasing journey....

Facebook releases Bitmoji competitor, plus several other updates

Facebook Updates Goodbye generic emojis, hello personalised avatars! As of this month,  Facebook is trialling its brand new Facebook Avatars feature in Australia. These Bitmoji-style stickers can be customised to create a virtual lookalike of yourself in...

Instagram set to remove likes from this summer onwards

Instagram Updates In a bid to improve user experience, Instagram's top boss has announced plans to remove likes from posts to reduce social pressure.⁣⁣ ⁣⁣Instagram’s head Adam Mosseri announced the change is designed to minimise the stress of posting...

The car dealership is dead. Long live the car dealership.

With more and more people researching potential new cars online before even stepping foot in a dealership, how can car dealers ensure a customer chooses their dealership over their competitors’?

Instagram arrives in Facebook Creator Studio

Facebook Updates It's been a long time coming, but Instagram has finally landed in the Creator Studio! If you're not familiar with Facebook Creator Studio, it's essentially a tool that's been developed to assist marketers who are managing more than one...

Facebook updates (5/6/19)

Facebook Updates Facebook's ever-changing algorithm has gone through yet another metamorphosis, with the social media giant announcing two different ranking updates that will affect what you see in your feed. Let's dig a little deeper to see what these...

Introducing Facebook’s Secret Crush!

Facebook Updates Here's something fun to brighten your Friday: Facebook is trialling a dating service!⁣⁣ ⁣⁣Yep, you read that right. As a nod to its very first few days as a 'hot-or-not' website (thank you for that history lesson, The Social Network!),...
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