About the author Payton O’Neal is the resident inbound marketer at Bamboo,
Results: After running our test long enough to get statistically relevant cost results, we continued to monitor our two groups. We determined that after 28 days, although conversion rates were virtually identical, one group did indeed have 27% higher ROAS. When NOT to Use Split-Testing on Facebook Now it’s time for a reality check.We don’t always have time to set up highly scientific, highly controlled A/B tests. In many circumstances, our structured campaigns and ad sets work just fine, and there are other tailor-made solutions for other circumstances. Here are three situations you should rethink running an A/B test… .1. Testing several different creative variables This is basic A/B testing hygiene; only test one variable at a time. don't test too many variables Even if you wanted to test 20 variations, of that one variable, you’re going have a helluva time reaching statistical relevance.You’re better off just running typical ad sets, or if you really want to mix things up, give Benin WhatsApp Number dynamic creative optimization (DCO) a go. Although more of a black box, DCO can be more efficient at getting several learnings all at once. While it likely won’t inform your broader strategy, it’s a great use of resources if you want to test several ad copy variations, images, CTAs, etc. .2: Testing minor creative tweaks that aren’t valuable to your business As we’ve expressed already, A/B testing is best utilized when you MUST have learnings–when you have a specific, measurable hypothesis to prove or disprove. We don’t advise spinning your wheels A/B testing superfluous ad variations like words, image headlines, background colors, etc. Instead, test ads that are quite different conceptually.
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When not to use split testing The test on the left is better suited for an A/B test, as one image represents more stereotypical San Francisco imagery and the other represents more “local” imagery. The example on the right (testing color versus black and white photography) might be valuable, but less so to your business overall. At the end of the day, Facebook split testing is the only way to truly run a scientifically precise A/B test. That said, they do require planning and resources, and as a rule of thumb, you should trust that Facebook’s algorithm will deliver your best converting ads. So, unless you NEED undisputable answers, standard ad sets should get the job done. Regardless, we urge you to weigh the pros and cons of setting up, running, and analyzing a Facebook creative split test up front and hope this post helped you reach a conclusion. a mobile-first paid social advertising agency in San Francisco.
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