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Are You Making This Mistake With Your Advertising?
Are You Testing Multiple Images With Your Facebook Ads?
One of the most important aspects to your advertising campaign is properly testing creative. However many people do not. This laziness on the part of others will be one of the advantages you’re looking for over the competition. And remember when you’re advertising online you’re not just competing with your own industry you’re most likely competing with anyone targeting your type of customer (if you are using demographic and behavior based targeting) so creating ads that grab someone’s attention is crucial to your success.
The difference between profit and loss can sometimes be a simple change to an image or tweak of a word, or a removal of a targeting or placement point. In this post we explore how we test ad creative and decide on which will be the winner.
Facebook has built a great system which allows you to properly test a wide array of variants very easily. We suggest you create a tracking pixel for each campaign you run. Place the tracking pixel on the page after the completed action you are hoping to achieve. If you’re selling
Our main rule of thumb with all ads is the imagery used must draw in the user. People rarely stop scrolling past you ad because of a word they saw, what stops them are killer images that relate to your product/service and your intended audience. In our example below our first step after creating our target audience is to test images
You’ll see we ran an ad for a fantasy football site. We created on set of copy and matched it with 5 images. Our initial test process is to find winning images, as most people are visual it’s the image that drives clicks and drives down your cost per click. We tested 5 images with number 1 being the best CPC for our test campaign.
We now have our one champion image. We then test that image against others in a champion challenger type scenario until we find a cost and ROI target that fits our needs.
Besides images we also tweak and adjust the ad copy, using our champion image we will then change headlines, adjust single words and make slight tweaks to find the combination of copy that works best with our audience and returns the ROI that we are looking to achieve.
To learn more about tweaking ad copy, please view our article here.