A/B test of Facebook ads: how and why is it done?

What does the average person who advertises their business on Facebook want? To earn more and spend less.

One of the most powerful strategies to achieve this goal is to A/B test Facebook ads. This process allows different variations of ad elements to be tested, with results tracked and analyzed in real time.

💡 A/B testing Facebook ads can give you invaluable insights into your audience and their preferences.

Meta's advertising platform offers many options for campaign personalization, andthrough testing you can find the perfect combination that will lead to increased engagement, more conversions, and better returns.

And if we still haven't convinced you of the benefits of A/B testing for Facebook ads, keep reading below.

What is A/B test in digital marketing?

This type of testing is common in digital marketing and aims to improve the effectiveness of various components such as ad campaigns, landing pages, emails and more.

💡 At its core, A/B testing involves creating two versions of the same ad, page or content where only one element changes - be it an image, headline, message or CTA button.

Results are then tracked, and metrics like clicks or conversions help determine the more successful option.

What is an A/B test of ads on Facebook?

Because Facebook offers a variety of options for customizing ads - from target audience to creative (visuals and tags) and placement (location of the ad in the Meta network) - A/B testing is an ideal optimization tool.

💡 In an A/B test of a Facebook ad, the platform automatically splits the audience into two (or more) parts and shows each part a different version of the ad. After a certain period, the metrics are analyzed and the winning version is selected based on pre-set goals and defined metrics.

Why is it important to A/B test ads on Facebook?

A/B testing is critical to the success of digital advertising campaigns because it provides data that can support or refute assumptions about how audiences respond to different elements of advertising.

Without A/B testing, you as an advertiser have to shoot in the dark and guess what would work best. And often by the time you've identified the winning formula, a good chunk of the advertising budget has been spent.

💡 Facebook Ads A/B testing helps you make informed decisions based on real data. They help you identify weak spots in your ads and optimize them, helping you spend your budget more efficiently and get better results.

📈 Through regular A/B testing, you can improve the quality of your campaigns, achieve more conversions and increase revenue while reducing your advertising spend.

Variables you can test in your Facebook ads

👩 👨 Audience

One of the most important elements in Facebook ad A/B testing is the audience. The ability to test different demographics and behavioral groups can greatly improve the effectiveness of a campaign.

Through tests like this, you can find out which segments respond best to your message and optimise your budget by targeting ads to the groups with the best results.

🎨 Creative - text and vision

A/B testing different copywriting and design options can help you figure out which style and tone of message gets more attention. Does your audience prefer longer or shorter copy? More emojis or one at most?

For example, tests between video and photo ads often show different engagement and CTR. You can even experiment with colours in your designs - the possibilities are almost endless.

💻📱 Playmount

Facebook Placement determines exactly where your ad will appear - on the News Feed, Instagram, Messenger or Facebook Stories.

For example, the same ad can perform significantly better in Instagram Stories than in Facebook's main news feed. By testing different locations, you can increase the visibility and effectiveness of your campaign.

Ways you can A/B test Facebook ads

🧰 By Meta Ads Manager Toolbar

Meta Ads Manager provides an easy-to-use interface where you can create and manage your A/B tests directly.

In the Toolbar section above your campaign list, you have the option to select "A/B Test". From there, you can set the variables you want to experiment with.

The platform will automatically split the audience and track the performance of each version. This method is fast and efficient, especially for advertisers who want to test specific elements like audience or creative.

Here is the step-by-step process:

• Open Meta Ads Manager.
• Choose the campaign you want to A/B test.
• In the Toolbar, select 'A/B Test.'
• Once the window to start the process opens, click 'Get Started.'
• Select a variable to test.
• Choose a name for your quiz and the criteria by which you will select the winning ad.
• Edit and post the alternate version of your ad.

🧪 Through the Experiments tool

Meta also offers a special tool called "Experiments" that allows for more in-depth testing of campaigns. You can find it by clicking All tools from the menu on the left side of your Meta Ads Manager.

Through Experiments, you can set up tests with different variations and get more in-depth data for analysis.

This tool is useful when you want to run more complex experiments with multiple variables and track the long-term impact of your A/B tests.

👯 By manually duplicating a campaign

Another popular method for A/B testing Facebook ads is manual campaign duplication. This involves creating two identical campaigns where only one element (e.g., image or audience) changes.

Although this method requires more time and effort, it gives complete control over the process. It is suitable for advertisers who have specific needs or want to run more complex tests.

Here's how to create an A/B test for Facebook ads by duplicating a campaign step by step:

• Open Meta Ads Manager.
• Choose the campaign you want to test.
• Select "Duplicate".
• You will see a window where you can check that this is an A/B test" and which variable you want to test.
• Continue setting up the campaign. With the "Edit test settings" button, you can choose a name for your test, a period, and the metric that is important to you.
• Post.

Metrics to determine the winning formula

⭐️ Post Engagement

Engagement (post engagement) is one of the most important metrics for the success of your Facebook ads. This includes likes, comments, shares and reactions. By tracking this metric, you can understand how your audience is interacting with your ad.

⭐️ CTR (Click-Through Rate)

CTR (click-through rate) measures the number of clicks on an ad against the number of impressions. This metric is key to evaluating the effectiveness of your creative - how well the ad is grabbing attention and getting people to click.

⭐️ Link Clicks

The number of clicks on the links in your ad is another important metric that measures how many people have shown interest in what you offer and followed the link to your website or landing page.

⭐️ Cost per Result

It's a metric that helps you measure how much it's costing you to achieve a specific result - whether it's a click, a sign-up or a sale. This metric is crucial for optimizing costs and achieving higher returns.

⭐️ ROAS (Return on Ad Spend)

ROAS (return on advertising investment) shows how much revenue you generated relative to the amount you spent on advertising. This metric is critical for determining the overall effectiveness of a campaign and whether it's worth continuing with a particular advertising option.

Benefits of A/B testing Facebook ads

👌 Increased engagement

Through A/B testing, you can find out what really gets your audience's attention, leading to higher engagement and interactions with your ads.

👌 More conversions

By optimizing your ads based on real test data, you can increase the number of sales or other conversions you target with your campaign.

👌 Better knowledge of the audience

A/B testing helps you better understand your audience's preferences and behavior, This can be useful not only for your current, but also for future advertising campaigns.

👌 More turnover

Better ads lead to more sales, which increases your overall turnover. When you use A/B testing to optimize your campaigns, their effectiveness increases, and that positively impacts your revenue.

👌 Better returns

One of the biggest benefits of A/B testing is improving ROAS (Return on Ad Spend). Optimizing different elements of your ads allows you to achieve better results with less cost, resulting in a higher ROI.

Facebook Ads A/B testing is an important part of your campaign optimization process. Through this technique, you can make informed choices about which ad elements are working best and what adjustments are needed for maximum effectiveness.

By testing different audiences, creatives and placements, you can find the right mix for your business while achieving a better ROI. In an increasingly competitive digital marketing environment, A/B testing isn't just a recommended strategy - it's a must for success.