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How To Create Facebook Ads & Split Test Them

How To Create Facebook Ads & Split Test Them


So with your campaign setup, we can now create
some adverts. If you just click on the advert tab here and click create advert, this is
very simple to do. First thing we need to do is give it an advert
name. Now I have decided that I’m going to target five different groups of people and
use three different adverts to test which is the best advert. So one of my target groups
are people who are interested in blogspot so I will call this blogspot slash ad 1 and
this helps me differentiate not only the target audience with blogspot but also which ad they
are seeing, ad 1. The objective you have a few different choices
here and because we’re trying to get conversions you’d think we’d click website conversions
but I actually go with clicks to website. It seems to work out much cheaper and using
lead pages to optimize a landing page really takes care of the conversion cost. Next you need to pick your actual Facebook
page from this drop down here. Then we need to actually create the advert itself. Now
you can use posts of being previously published on your page and just promote those directly
which is a nice easy way to do things. Or you can create a new unpublished post which
doesn’t appear on your page but is only used in the adverts and that is what I have done
and if we look here you see these ones with blue circles, these mean they aren’t published
on the page and we can see some of my older adverts here that I have experimented with. So if you want to create a new post, you just
click on create new unpublished post link and you get this pop up here. Now just to
explain what each of these fields actually do. This here is the URL you want to send
people to, where you want them to actually go. This is the post text here, is what appears
here in this area. And as you can see I have included a link with it in my post text. Now
the problem with that is that Facebook doesn’t actually track the conversions if people click
on that link but it does mean that you actually get more clicks because there are more things
for people to click on. So include a link in your post text, just
be aware that won’t be tracked as a conversion if people visit through that. The call to
action button is here and you have a number of choices in this drop down. The link headline
is what you see here. The display link is the link that appears underneath there and
the description is just this short description here. And then you can also choose to upload
an image which is pretty self-explanatory there. So that’s what createing a post looks like
and how you do it. So once you have created your advert and I’m just going to use a pre
existing one here, you can choose to add URL tags on the end, anyone who’s using Google
Analytics campaign tracking here is the place to add your tracking URLS. We need to enable
conversion tracking and then select the conversion tracking pixel that we created before so let’s
give that a tick like that. Placement decides where our advert appears.
Now there’s two areas it can appear. It can appear directly in people’s newsfeeds or tucked
away in the right column and you can see what the adverts look like here. Now personally my site has about 90% desktop
traffic and about 10% mobile traffic so in this example I’m only focusing on desktop
traffic. Secondary to that, I found I get much better performance in the newsfeed than
the right column but you can split test this. In this example I’m going to pick newsfeed,
desktop only that’s what I’m targeting there. Moving on, we then need to define our audience.
Who are the people we are trying to target so you can add in a range of locations here
and personally, I remove the location. I want anyone that is 18 and above, any gender, they
must speak English of some type and here is where the magic really happens. You can actually
pick more demographics you know like where they’re working and their education level,
their relationship status and things like that but I leave this quite wide open. And
in the interests I just go through and think about what type of interest people would have
and define my audience that way. So anyone interested in the blogspot blogging platform,
the free blogging platform provided by Google is likely to be interested in my advert so
they’re one of my target interests there. Now I don’t use this but this might be relevant
to some guys. You can even target things like if the person is in a new job, if the person
is in a serious relationship, if their birthday is in a week, you can target things like if
they’re parents and how old their children are, you can target whether they’re currently
traveling or currently intending to travel to Italy, and there’s a bunch of things here
you can pick from. But for me, I like to keep it quite broad. I know anyone interested in
blogspot will be interested in how to build a successful blog. It’s pretty simple there. The only other thing I set here is I want
to target users who aren’t already connected to my Facebook page so that ensures I’m reaching
new people. Last but not least, optimization and pricing. By default it’s going to use
some default bids here, I always set my click bid to be $5. Manually set up bids, clicks
$5 and actions to $0 like so. Now you’ll never pay anywhere near $5 per click, I think I’m
paying like 50 cents, sometimes it’s cheaper like 15 cents, sometimes a dollar. It’s just
a guideline amount and the reason why we don’t bid on actions is what Facebook deems is an
action is a like or a share or a comment and things like that and really we just want people
to click on the advert and hit our high converting landing page so we are bidding specifically
for clicks and once you’ve done that, that is your advert set up. We do need to add countries
here so I’m going to keep it broad, United States, United Kingdom, Australia, Canada
and so on, you get the idea. Now once you’ve set up your advert like this
we would ideally like to target the same audience but with a different advert so we can measure
which advert performs best. We want an advert that gets the lowest cost per click and highest
amount of engagement so we need to set up a couple of tests in order to do that. What I would do as this point is simply click
on the advert we have just created and duplicate it. Click OK and there we can see our advert
is duplicated so this time I’m going to rename it to just blogspot ad 2 and simply down here
we are going to pick a different advert which looks like that. And that is it. That is all
you need to change and those two adverts now will automatically get split tested between
our target audience for us to see exactly which one is going to perform better. Now
if we want it to expand that out and target people that are also interested in WordPress
with the same two adverts you can just highlight both of these, click duplicate and click on
OK. And now we just need to rename this one to
Wordpress Ad 1,come to our audience tab and remove the blogspot interest and change that
to a wordpress interest. Just do the same thing for the other advert that we duplicated
and we first of all need to rename it to wordpress ad 2. And then change the audience again from
blogspot to wordpress. And that is it so right now we have a campaign set up targeting people
who are either interested in blogspot or wordpress and we’re also testing which of the two ads
are more effective. With all of that in place you can then just upload your changes which
is done now and that is it. If you jump back to the normal facebook ads
interface we can see our new campaign is set up here along with all of our adverts which
is pretty cool. Now one thing I’d like to just show you quickly is the reporting here.
It doesn’t really show you how it’s performing in terms of leads and such things and if I
just show you the custom report I’ve made you’ come to reports here and we’ll have a
look at this one. Here we can look at the exact cost per lead,
spends, leads conversions and unique cost per click and all of this important data and
the way you create a report like this. If you just come back to your campaign, you can
click here to get a full report
and within this report itself you can just click on edit columns and go through and tick
which metrics you want. So we just want the advert name, we want to know how many impressions
it’s had, the CPM, we want to know how many unique clicks, the unique click through rate
and the cost per click. We want to know about not necessarily the actions but we want to
know about lead conversions and the lead conversion value for example. So you can have a little play around here
and change what columns appear and once you’ve done that you just click on save. In the future
to access it, just click on reports, use the reports drop down and select it from there. So that is how you set up a high performing
split test Facebook advertising campaign.

5 thoughts on “How To Create Facebook Ads & Split Test Them

  1. Hey Matthew, thanks for this. But for some reason, my ads manager window doesn't look like this and doesn't have some of the options you we pressing on. For example, the optimized CPM options – I didn't see that anywhere… I only had a choice between Lifetime and daily budget… Has it changes since you posted this video?

  2. Brilliant stuff… with so much information on the internet it's refreshing to find a video that is easy to understand 🙂

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