There are many elements to a successful Facebook Ad campaign: choosing the right audience (and excluding the right audience), meeting your audience with the right message at the right time, adperformance, and so on.
One element that is often overlooked in all of this is split testing. Instead of throwing away an entire ad when it isn’t performing the way you want it to, and starting from scratch, try starting with split testing (also known as A/B testing) in mind.
Split testing starts with a different way to think about your ads: testing one element at a time to iteratively improve your ad performance. So how does it work? There are a few variables you canA/B test: ad creative, audience, optimization event, placements, and product set. The most valuable ones for Event ads are creative, audience, and placements.
Put together an ad for your event. Then, choose a single variable within an ad: the image, the headline, the call to action. Just pick one item and add an alternate version of that item. Let’s say it was the image. Then you’ll run both ads at the same time, with identical parameters (to do this you should use the split testing feature in Facebook ad manager). You’ll soon see which version of the ad performs better. Then, you can try another variable: maybe headline this time. If you’re selling a big event, and you have a good amount of time to sell tickets, taking a few days at the beginning of your on sale to test and hone your ad creative can go a long way in maximizing your ad spend throughout your ticket sales campaign.
Are you reaching the people you really need to reach (not just the people you thought you should be reaching)? If you’re not 100% certain that you have your audience targeting spot-on, using split testing for the audience is a great way to see which audience selection factors are driving a bigger return on your ad spend.
Should your ad run as an automatic placement? Should it only run on mobile? Only on stories? If you’re not sure, split testing placement is a great way to see where and when people are having meaningful interactions with your ads. That way you can intentionally limit placement or take placement out of your variable set altogether.
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