How to Properly Test Facebook Ads

Written by Steve Bruce

With all of the variables on Facebook ads, you need to run it like a science experiment and having multiple controls and a single variable.

Let’s say you have a campaign with

  • Ad #1
  • Interest #1
  • Image #1
  • Target country #1

You let it run for 3 days and it results in a 2x ROAS.

You create a second campaign that is

  • Ad #1
  • Interest #2
  • Image #2
  • Target country #1

You let it run for 2 days and it results in a 3x ROAS.

What caused it to increase the ROAS? Was the new image really good? Or was it the new interest? There’s no way of knowing for sure because of the way the test was run.

This may seem like common knowledge to most, but I’ve talked to so many people who run Facebook ads and said “I’ve tried that image before and it didn’t work” when they were using different elements that hadn’t been properly tested yet. They had no way of knowing if it was because of a bad interest, improper campaign structure, or the wrong age range.

The easiest way to truly test a single element of a campaign is to duplicate an entire ad set two times (that way you aren’t comparing an ad set that’s been running for a few days with one that is brand new) and have just one element that is different from the two of them. Schedule them to run on the same exact date and let them run for the same amount of time (5-7 days recommended) and then analyze the results.

Hope this helps!
-Steve

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