facebook ads

Some marketers will give one or two ad copies, then settle for their results. This can be one of the best ways to fail as an internet marketer and hardly ever have a long term ad campaign that is constantly on the generate profits. Not only will your banners go stale and the ones will keep seeing the identical ads over and over again, your CPM costs will continue increase as less people click, but still see your ad.

Facebook ads

I wrote an article a while back on split testing Facebook ads, and thought it could make for a great recap post on PPC.org, due to the importance of testing and how it can affect your net profit.



Let’s take a look at a weight loss campaign which i was running on Facebook a while back. In this specific campaign I had been able to run over 30,324,503 impressions and receive 27,538 clicks to my offer. As mentioned, this was a weight loss related offer and Facebook isn’t approving numerous of these type of offers since they used to, but the concept of split testing the photos is still the same.



There were a bunch of different images used in this campaign, though the ones below were the top performers. It’s also very vital that you know that these ads would a very generic audience, which was just “males” and certain age brackets. Also, the text for those five campaigns were the same, only the images were different.



Before exploring the actual numbers, examine the images and see which you would be most likely to click.



Just take a look at the numbers for your top image as well as the bottom image. The top image received nearly 600,000 less impressions as opposed to bottom image, however it had over 1,000 more clicks, that's around 40% more clicks. Doing this was due to the fact the top image a click through rate of .12, and also the bottom image stood a lower ctr of .07.



The actual difference in performance and profit can be huge. Imagine settling with only using a couple of these images for testing, as an alternative to all five?

Facebook ads

For all of us wondering what the total campaign stats seemed like, here are the figures from Facebook. And yes, it was a direct linking ad campaign.



I am unable to stress enough how important it really is to continually test your ad copy and take away under performing banners and ad copy.

Facebook ads