We wanted to monitor ROAS of groups with and without an offer.

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[size=13.3333px]While we could have run typical ad sets, we knew that in helping our client determine future positioning, having a high level of confidence was important. Running a controlled A/B test also gave us insight into lifetime value, which we’ll discuss later in this post. Results: In this case, our messaging variations didn’t have a major effect on the CTR. Although statistically relevant, our winning messaging had a less than 3% better CTR.It’s important to remember, however, that even those findings are valuable, prompting us to ask us other questions–do we need to focus on other areas like the imagery? Calls-to-action? Value-prop communication? Should we target different audiences with different messaging? .3: Testing creative concept variations for specific personas Split testing can also be useful when figuring out what creative resonates with new or hard-to-crack audiences.

Employing the “ax first, sandpaper later” mentality, you can utilize a split test to Benin WhatsApp Number determine which tactics resonate better, and make incremental optimizations afterward. Take for example… For one client, we wanted to run a split test to see if persona-specific creative would perform better than generic creative among a new demographic group. facebook advertising personas Details: This particular test utilized existing successful ads against new ads to test our hypothesis that persona-specific creative would do better. Results: These findings were significant in that this was an entirely untouched user segment for us, and gave conclusive guidelines on how to approach this audience in the future.





The costs for the losing concept were 270% higher. .4: Determining long-tail value of messaging or user groups Although more time- and resource-intensive, you can also use split testing to create pseudo cohorts to monitor over time after your initial test has completed. Here are some ideas… Test what messaging produces the most bottom-of-the-funnel conversions (purchases, etc.). Test which Facebook placements have the lowest acquisition costs. Test which demographic (i.e., gender, age, interest, education) has the highest lifetime value. We implemented this tactic for a subscription consumer goods startup to determine what upfront ad messaging produced the best return on ad spend after 28 days. testing facebook ad messaging Details: For this specific test.