A/b testing on facebook ads


Facebook’s Ads Manager is a kinh doanh powerhouse. Even with a $5 daily budget, you could reach hundreds of thousands of people in your target audience. A report by Buffer estimated that as many as 91% of marketers use Facebook ads. Facebook sale continues to push full steam ahead.

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Although Facebook ads can be great for drumming up brvà awareness, knowing how to lớn A/B thử nghiệm your ads is the secret to long term success. Without it, you’re just guessing at what works instead of rigorously analyzing & improving your approach. Consistent A/B testing (also known as split testing) provides the analytics you need lớn improve your strategy, boost engagement, & increase your click-through rate.

Read on for a step-by-step guide on how khổng lồ A/B kiểm tra your Facebook ads. By the end, you’ll know how khổng lồ mix up your own A/B ads on Facebook, và the best presets to choose for each option along the way.

But First, What is an A/B Test?

A/B testing your Facebook ads can teach you more about your audience’s preferences.

A and B refer lớn the versions of the ad. Your A version acts as the control. It’s the ad version you’ve seen work in the past or believe will work best. Your B ad version implements a variable. It’s a variation of A and is meant lớn compete with your A version.

If A beats out B, then you keep running the A ad & make a different change to B to try again.

Once the B version performs better than A, B becomes your new control – your new A. Your original A is discarded or archived. The new A now acts as the baseline khổng lồ beat when you split chạy thử again in the future.

Split testing is meant lớn help identify which variables pull the most weight and altering the parts that don’t tư vấn conversions.

Before you begin A/B testing, be sure you’re following best practices to lớn creating a Facebook Ad that converts.

First, Decide What You Want Your Ad khổng lồ Accomplish

Before you begin split testing, be sure you’re clear on what specific goal you have sầu for that ad. Usually, you’ll be looking for post engagement, such as a click-through lớn the trang web or increasing sign-ups.

Don’t forget khổng lồ check that the click-through destination matches the promise of the ad. If you were offering a discount on a pair of sneakers, make sure that’s precisely where your audience ends up.

Three Options khổng lồ Get Started in Facebook’s Ad Manager

Facebook gives you three options to create a split kiểm tra.

Guided creation: Facebook will walk you through the process of creating a split thử nghiệm. Once you complete their questions, your ads will be ready khổng lồ go. This method works best if you’re new at Facebook advertising or prefer a step-by-step guide. The screenshots below show walkthrough this method.

Quiông xã creation: Facebook lets you thiết kế the structure for a split kiểm tra. This structure can be saved and deployed at a later time. This can be helpful if you know what you plan to lớn thử nghiệm, but your campaign doesn’t start for another week.

Duplication: If you’ve run Facebook Ads before, the Duplication method allows you to lớn add a new ad set or alter an existing chiến dịch for your split kiểm tra. We’d recommover this if you want lớn thử nghiệm one variable in an ad you’ve already run.

There’s no wrong choice since it’ll depkết thúc on your preference & history of running Facebook ads. For more detailed steps on each option, Review their Help page here.

Select Your Ad’s Objective sầu và Variable


Select the objective that you decided on earlier. Once you choose one of these options, a menu will appear. Select “Create Split Test”, then select the variable you plan to lớn change. The dropdown menu options are creative, delivery optimization, audience, và placement.

Creative: Design changes such as video, image, mô tả tìm kiếm, etc. Delivery Optimization: Delivers ads to lớn the Audience that is most likely lớn vì chưng your desired action (trang đích cần seo views, liên kết clicks, impressions, daily unique reach). Audience: Change the target audience for the ad. Placement: Changing which platforms your ad appears.


Once you choose that, Facebook will walk you through the next several decisions you need lớn make. This includes deciding where you want to lớn drive sầu traffic, creating an offer, choosing an audience, optimize for ad delivery, and setting a budget. Here are thực đơn screenshots of each. As you can see, there’s a high-màn chơi of customizability available for each ad set you run.



Although you selected this already, you have sầu the option lớn change it again here. In Facebook’s Ads Manager, you’re only allowed khổng lồ select one variable at a time. Like we recommended earlier, this is the best way to know which variables caused which change.

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Audience và Placements

The next two sections are audience & placement. These will both depkết thúc on your specific br& and location, so you’ll need to lớn navigate this on your own. Audience can be narrowed down by location, sex, age, và even by past engagement with your page. Consider your target audience’s personality, including their hobbies, interests, và lifestyle. Once you determine a target audience, you can save that cohort and alter it in the future.


Because Facebook placements cover such a broad range of formats & platforms (think everything from Instagram stories to lớn Messenger Inbox), it’s probably best lớn leave sầu it on recommended. Facebook’s Ads Manager uses its database of ad analytics khổng lồ determine the best combination of placements for your ad. As you continue khổng lồ analyze your results, you can create custom placements in the future.


Delivery Optimization

In this section, you can optimize your ad delivery for specific conversions such as liên kết clicks, landingpage views, impressions, and daily quality reach. This should reflect the original goal you set out for your ad. You also have a choice between getting charged per impression, or per cliông xã.

For ad scheduling, we recommkết thúc narrowing your time to lớn when your audience is most likely to be interested in your ad, or at the very least awake. For example, if you’ve seen that your ads tend lớn convert in the morning, that’s when you should schedule your ads, you get the best chance at ROI.


Split Test Budget & Schedule

This is where you can determine how much to spkết thúc, và the runtime of your ads. Here you have the choice of a daily budget vs. a lifetime budget. For example, if you decide to spkết thúc $70 a day for a 4-day campaign, your daily budget would be $70, and your lifetime budget would be $280.

If you choose daily budget, Facebook will spover up lớn that amount per day, regardless of performance on the trương mục. Daily budgets don’t allow for ad scheduling since it’ll be working to spend that phối amount.

Facebook is more budget and result-conscious with the lifetime budget option. Choosing lifetime budget means Facebook will alter daily spend levels in response to lớn campaign results.

Don’t forget to lớn keep an eye on the “Estimated Test Power”. This percentage is the likelihood of detecting a difference in your ad sets if there is one lớn detect. Facebook recommends you keep this chạy thử power at 80% or above sầu for a worthwhile split kiểm tra.


Once you’ve sầu made your selections, you can click continue to lớn upload and design your ad control.

Design Two Versions of your Ad

A/B Test of the Same Ad: Phokhổng lồ Credit to lớn Jeff Bullas

To split thử nghiệm, you’ll need to lớn create one control (A), and one variable (B). Regardless of which variable you’re testing, it’s best only to lớn change one so the results are clear. Some audience-facing variables you might switch could include changing your call-to-action, using a different image, or remove sầu the image entirely.

Regardless of which you choose, be sure the final ad is noticeably different than before & is an aspect that’s broad enough khổng lồ be applied in the future.

For example, if you’re kinh doanh a winter holiday, don’t A/B test between two different photos of a decorative sầu table setting. Choose a phokhổng lồ with a person, add text lớn the image, or remove the image entirely. That way if you’re advertising a summer holiday in the future, you’ll be able lớn paint a more generalized picture of what sparks interest in your audience.

Once you’re ready, đầu vào your ad into lớn Facebook’s platkhung. Be sure lớn pnhận xét your ad (top right) and create URL parameters (bottom left) so you can trachồng which engagement came from where.


When you’re ready, cliông chồng the “Continue to ad B” button in the bottom right corner. This page auto-fills with the same information as ad A. It’s here that you introduce any variables, such as changing the audience, ad format, or other specs.

Finally, you cliông xã the green “Confirm” button lớn finalize và purchase the ad.

đánh giá the Results

Once your ads are finished running, it’s time khổng lồ reviews the results of your A/B kiểm tra. Drawing actionable conclusions is the most important step in increasing your ad’s CTR. Thankfully, Facebook Ads Manager makes this easy.

First, apply a filter so that only relevant campaigns and ad sets that were part of the split tests will show in the reporting table. To do this, clichồng Filter and choose Split Test from the menu.

For a quichồng initial result, ads Manager puts a star next khổng lồ the winning ad phối. Facebook determines the winning phối by comparing the cost per result of each ad mix and other variables.

Facebook Ads Manager will also sover you a detailed email report, that includes:

Their Winning Ad Determination Your A/B Test Settings Results Cost Amount Spent

From these results, you can determine what worked and what changes you’d like khổng lồ make for your next Facebook campaign.

Understanding Facebook advertising & split thử nghiệm marketing is a worthwhile investment for any marketer worth their salternative text. 80% of all mạng internet users have sầu a Facebook Account, meaning that you’re practically guaranteed lớn reach your target audience on the platform.

Using their Ads Manager, you can build a robust và ever-improving marketing strategy using their analytics. Over time, you’ll see an increase in revenue, sales, and lead generation. Once you have everything prepared, it only takes minutes to phối up a Facebook Ad, so get started today!