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Submitted by: Jennifer Sheahan
As a marketer there is one thing you should always be doing, and it is possibly the one thing that most marketers take for granted and do not do. That one thing is optimizing your ads, by testing them.
Each and every part of your ad should be tested. You can make multiple ads and, assuming they are all accepted, you should make very small changes in each of them. From here, you need tracking. Whichever program or option you use for tracking, be sure to compare all of your results.
This is going to take some extra work. For instance, for your ads, you will want to run at least two at a time with one or two word changes. You might change the image in one ad, and that will be the variable you are testing, or you can change your call to action.
The landing pages you use should also be tested. Variables include the headline, sub headline, bullets, calls to action, etc.
You might be surprised to find that one word changes can make a big difference in conversions. A call to action such as Click to visit now can produce different results from Click to visit today.
Another variable you should be testing is time. Your ad will run at all times unless you specify otherwise. You can use your tracking program to see how conversions, sales, leads change based on the day of the week, the time of the day, etc. You may find that weekends convert better, or perhaps you receive fewer leads.
Testing Options
There are two ways to consistently test. One way that is most common is A/B testing. A/B testing is where you make very subtle changes to the ad, image, and headline on Facebook. You would also make very small changes on your landing page and have visitors rotated between the two pages. This option takes longer but gives you more specific results.
The other testing option is making more radical changes to your campaign. For instance, your headline for your ad for dog training might be: Train Your Dog In 1 Day. To test it this way, you would try something completely different, such as: Instant Puppy Training. This option for testing is supposed to help you get faster results as you take the one that has the best results and then try something else.
Whichever option you use to test your campaigns, the point is that it is very important. Testing can save you hundreds on clicks, increase your leads/conversions, and improve your ROI. If you aren t testing right now, you have no idea how much you are losing because of it. Take some time to consider what this could mean to your bottom line.
Jennifer is based in Melbourne and is a busy mother and internet marketer who has developed a strong reputation as a leader in this industry. She is always thinking about online business opportunities. Facebook ads caught her attention years ago in part because of the immense traffic and ability to target customers so well. She discovered PPC advertising and it wasn t long before she became a specialist. In addition to running the FBAdsLab, she also maintains PPCMom.com. Through several years of trial and error, she has amassed an extensive body of information, strategies, and technical know-how. In 2010 she developed this unique Facebook Ads system that works for all kinds of businesses online and offline, big and small. http://www.fbadslab.com/
About the Author: Jennifer Sheahan is the founder of The Facebook Ads Lab, a full-service ads agency specializing in Facebook PPC ads. The FBAdsLab provides ad campaign management, training, and mentor programs for marketers. The goal of the FBAdsLab is to help business owners learn all they need to know to be successful in advertising on Facebook; to take control of their traffic so they can stay ahead of their competition and be leaders in their field. Helping people understand Facebook marketing and delivering outstanding results are the most crucial aspects of the FBAdsLab mission. This is achieved through a comprehensive ad campaign management service: clients choose from a Monthly Insights program- allowing them to take advantage of the latest tips, strategies, and information which is sent to them on a monthly basis; a one-on-one coaching program, where they work directly with Jennifer to develop and fine-tune their campaigns; or a complete Done For You service, which includes an analysis of the client s marketing needs, setting up individually tailored ads, and ultimately finding the best customers for the client.Jennifer is based in Melbourne and is a busy mother and internet marketer who has developed a strong reputation as a leader in this industry. She is always thinking about online business opportunities. Facebook ads caught her attention years ago in part because of the immense traffic and ability to target customers so well. She discovered PPC advertising and it wasn t long before she became a specialist. In addition to running the FBAdsLab, she also maintains
PPCMom.com
. Through several years of trial and error, she has amassed an extensive body of information, strategies, and technical know-how. In 2010 she developed this unique Facebook Ads system that works for all kinds of businesses online and offline, big and small.
fbadslab.com/
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isnare.com
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