One of our recent assignments was to take the lead on a Facebook advertising campaign for a client who wanted to drive brand awareness, boost website traffic, and increase email sign-ups.
Using A/B testing, we did just that. Take a look at the month’s reports through Hubspot that prove it:
Website visits jumped 58%.
Lead generation (email contacts collected) went up by 162%.
So what’s A/B testing?
A/B testing is the testing of different versions of a piece of content to see which one is most effective with the target audience.
With this Facebook advertising campaign, a clear winner was the version that got the highest engagement levels and the most website clicks, as these were our objectives for the campaign.
To find our winner, we created 4 different versions of the same ad, but with slight variations. It looked like this:
Version 1: Standard copy/standard image
Version 2: Standard copy/different image
Version 3: Different copy/standard image
Version 4: Different copy/different image
Testing different combinations of copy and images allowed us to see which one was most effective with the target audience and helps up learn how to create better ads in the future (based on those findings.)
Variations
The different image and different copy we used offered something distinctive in comparison to the standard versions.
For the test copy, we took a different angle and spoke to a different motivator than we did in the standard version.
The test image was more zoomed in and had warmer tones than the standard image.
Findings
Through our testing, we found that one version in particular was far outperforming the others (Version 4) at the end of one week. It had 3x the amount of engagement and website clicks than all other versions.
Elimination
Because our testing pointed to a solid winner, we then turned off all three other versions and let the rest of the ad budget run through on just the ad that was most effective.
This ensures that the best possible version of the ad is the one that gets to use up the remaining ad dollars.
Results
Thanks to this successful campaign, the client was able to see a dramatic increase in website traffic and in their list of email subscribers just in the first 10 days of the campaign.
With these new email addresses collected, they can continue the conversation in email communications and move their new contacts down the sales funnel.
Therefore, these people who initially discovered them through a Facebook ad and filled out a form can become sales (and even repeat customers!)
Want help with your next Facebook ad campaign, too? Let's talk.