hey miles Becker here miles Becker calm
this video is about Facebook split
testing and more specifically about how
to split test your ads on Facebook
through the power editor all right so
let's jump right back in this is I don't
videos about the power editor and how to
run Facebook advertisements and do paid
Facebook advertising through the power
editor so here we are if you missed the
videos where we set up the campaign the
ad set and the first ad you can get
access to those in the description of
this video so in order to set up your
split test we go to the ad level and you
need to already have an advertisement
and if you don't see the editor with
your ads you just click the little check
box and you get that pen on the right
you click the pen and it pops out and
this is the editor area we cover this in
detail in the previous video but what
we're going to cover now is the split
testing portion because once we get our
first ad up the first thing we want to
do is run a quick split test and test
some imagery and the reason I start with
imagery is because it's a simple and a
quick split test and also on kind of the
overall size of your advertisement that
displays on Facebook the imagery is kind
of the biggest portion it's the most
attention-grabbing portion so I'm going
to test a bunch of images first and then
once I see which image out pulls the
other then I go in to test the copy and
we use the same kind of method that
we're going to use here for split
testing in facebook ads instead of
testing the imagery on one you test the
copy and real quick just to be sure
we're on the same page we only test one
thing at a time on an effective split
test and that's why I'm going to leave
all the copy the exact same and we're
just going to go ahead and test the
imagery itself so we're here we've got
our ad that we want to split test setup
and I can just click duplicate and what
it does is it gives me the option to
kind of use the existing or keep the
same campaigns and how many duplicates
we want I'm going to go ahead and set up
for duplicates
and I'm going to create those right now
so what it does is it's actually going
to duplicate that out four times over
and you'll notice that it has the new
ones checked now this is kind of funky
in here is you can go and actually
change and update a segment or a piece
of an ad across all of these at the same
time so since there's four of them
checked if I go in here and I change
something it would actually change it on
all four and I don't really want to do
that yet so I uncheck these first and
foremost and then I'm going to slide
this out so I can see what's going on
here and you notice we've got confused
girl is the name of the image and then
you can see these are all the copies so
this is my one I started with and I'm
just going to go up from the bottom and
I click that to highlight it and I click
this little imagery here little edit
icon and it pulls this out so what I
want to do is I'm going to go down here
to the image and I'm going to click
change image and I want to go to stock
images and then it brings up this power
by Shutterstock the same place we got
the other one and I'm going to do
[Music]
frustrated woman and I'm doing this
because I want to show that that feeling
if you will of kind of sort of
discontent the the problem that we're
actively helping solve and I'll use that
one for this ad and there it goes I've
updated my ad so now what I need to do
is go up to the top and I need to change
my name so I can easily see this so this
will be head down computer click that
there and then I'm going to move this in
and that's it so you can see it updated
that here I'm going to uncheck it I'm
going to go on to the next and this one
I'm going to go down and same thing
again we only want to manipulate or we
want to test one thing at a time so we
go to stock images and I'm going to type
in here frustrated man will test them
the male imagery versus the female
imagery and
[Music]
see here I want one without a computer
one with a computer I think the with the
computer is going to be easier this dude
looks like he's having a rough day let's
go with that one so we'll go cool and so
I follow the same basic naming
convention this is going to allow me to
see them all relatively easily once I
get some data running through which
would show up in these areas and real
quick here I want to change I want to
get the copy out of there because I
didn't you can also click this little
edit bar and it will allow you to edit
the title really effectively doesn't
pull out that whole slider which is kind
of nice and then we're going to go to
this one and we're going to get let's
get a confused guy and this is it really
um there's not that much involved it is
kind of um requires you to think a
little bit about what kind of imagery is
actually going to trigger your target
market right who is your target market
what what are they used to seeing on
their timeline what's going to kind of
fit in and get them to stop because
they're scrolling really really quickly
through their timeline to kind of look
at the pictures and you need to make
sure yours is coming up as something
that captures their attention for long
enough to get them inside of your copy
so they can get to your hook and they
can kind of actually read about what
you're going with
in my ad and this campaign is all based
on personal development so let's do a
happy family let me go and change image
and we'll do another stock image and
we'll do happy family so there's kind of
two approaches you can go in marketing
right one approach in marketing it's
called the carrot or the stick what is
going to motivate your target market is
it the the fear of getting whipped by
the stick or is the carrot that we're
dangling in front of them getting them
to move towards generally speaking the
stick
is more effective than the carrot but we
do want to test that because every
market is different and showing those
positive images of the life that they
want to ultimately live is a great way
to potentially inspire them versus
marketing to them through fear so this
is a sunset family or family sunset and
take off the copy and so here we are
we've got that all set up we've got this
split test done I'm going to do one more
duplicate here and I'm going to another
happy family since we've got two of each
of the other ones to give the same
possibility of the rotation numbers and
we're gonna keep the same campaign we're
going to create that it is going to
automatically check the new one you can
see it's got the copy there so this is
the new one the other ones unchecked you
always want to make sure you only have
one thing checked over here so we're not
accidentally manipulating multiple
advertisements at the same time I'm
going to click Change image stock images
and we're going to do another happy
family and let's do this one right here
in on the nature hike I guess and that's
it so now I've created I mean it took
what maybe seven minutes five seven
minutes with me even going through the
process of explaining now we have not
only that one ad that we got kind of
completed in the last video but we now
have two three four five six like seven
different ads that are all going to run
six different hats they're all going to
run excuse me and Facebook will rotate
which one it's displaying all based on
the daily ad budget we have here at our
ad set level now Facebook's not going to
display these evenly sometimes they
don't display at all for some reason and
it's not that big of a deal but what I'm
giving is I'm giving Facebook a Q of
different advertisements to publish to
run and Facebook wants to show the ads
that gets the most engagement right
because Facebook's after having a really
good user experience what's a good user
experience
when they they like they comment and
they engage positively with the
advertisements and with the posts in
facebook so Facebook's going to display
the ones it thinks has the best and what
we do is I wait to see of at least a
hundred clicks through one of these I
like to see generally speaking on three
to five hundred clicks before I consider
making a decision I'm really looking for
a click-through rate CTR of about three
percent is really exciting to me
anything two percent Nova is pretty good
anything four percent and up is
excellent
I rarely turn off ads that are getting
two percent click-through or above
anything in the 0.5 or the 11.5 range I
work to improve them so we just click
those review changes here and it uploads
all of these new images new
advertisements in facebook in our power
editor it uploads those up to our ad
account it starts displaying them it
tracks all of the data for us so we can
see which ones are working and once we
have 500 click throughs on one of these
were able to come in and make some
decisions we can turn off the ones that
are not working and once we've done that
we want to go in and create a new split
test and the split test we will work on
the next time is the top text so we
begin by testing the imagery and then we
begin the second test once we know what
imagery works best we want to test this
top text here and we want to see if we
can get this text to be more compelling
to get people to engage then we set up
three to five split tests for the top
text we run that until we get enough
clicks to have a statistic kind of
reliability on our data and then we test
the lower text and then this headline is
the last thing that we text test which
is the call to action you can definitely
test this you can test the button as
well but those are getting kind of
smaller and smaller in the potential
results that they offer and again it's
really important for you to remember
just split test one thing at a time you
want to split test just the image keep
all of the coffee the exact same once
you get your images dialed you want to
split test the coffee and you only want
to split test the Topkapi you don't want
to change
coffee on top and bottom at the same
time because when you see a bump or a
decrease in your click-through rate or
in whatever that conversion is on that
segment of your funnel you don't know
what caused that right so if I redid a
totally different image a totally
different headline and a totally
different top text
I wouldn't necessarily know if I got a
better response why I got that better
response and that's why we focus on one
thing in our Facebook ads to split test
at a time get that split test run again
at least 500 clicks if you can see a
thousand clicks you have really really
reliable data it has a strong
statistical likelihood of of holding up
over tens and hundreds of thousands of
clicks which is ultimately what you want
to get your campaigns to do when they're
firing full-on and that's it it's really
simple to set up your split tests in
facebook these Facebook split tests can
revolutionize your business because it
helps you identify the words the phrases
and the imagery that gets your target
market to take action and then when you
find a headline that works wonders when
you find imagery that works wonders you
can begin to take that and put it into
your opt-in page you can put it into
your sales page you can move these
headlines down into deeper segments of
your funnel because you know they have a
high likelihood of getting your target
market to take action and it also
creates consistency through your funnel
which is really important they seem the
same offer the same giveaway the same
headline on each step in the funnel and
it makes them think wow I'm in the right
place nothing changes I don't feel like
there's been a bait and switch they feel
like they're going down a logical
process or logical procession of ideas
and that increases the likelihood of
them ultimately converting to leads and
converting to customers so all in all
it's really simple to run your split
tests be sure you're doing it with a
high probability of statistical
reliability which means let them run for
two weeks and a thousand clicks you're
going to make sure that the data is true
that you're making your decisions on and
just always be running a split test when
you're running advertisements in
facebook it's totally an investment and
to get the most out of your investment
you need to be split testing because
then you don't just get the clicks and
the leads and the customer
you get the information the insights and
the words that trigger them to take
action and once you know what those are
everything down further and further in
your funnel converts better and that's
the ultimate goal so thank you for
watching this video on Facebook split
testing I do appreciate it go ahead and
give me a thumbs up here in YouTube if
you liked the video leave me a comment
if you have any questions and finally be
sure to subscribe so you can get the
next videos as they are released because
I'm happy to keep teaching more about
how to build your business online
through marketing funnels and Facebook
pay-per-click enjoy yourself I'm Myles
Beckler
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