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Split Testing with Facebook Ads

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One of the best advantages to using Facebook Ads is their ability to send you a massive amount of traffic in a short period of time. Once you have some ads running with a decent click through rate, you can easily throw a bunch of new ads up to see what converts best. A couple of months ago I was running a weight loss targeted campaign that ended up serving over 30,324,503 impressions and 27,538 clicks. What I wanted to show you in this post, was how much of a difference an image can make in your advertising.

In the chart below you will see five of the images I was using in my ad campaign. The text for all five campaigns were the same, only the images were different.

2,637,259 Impressions
3,288 Clicks (.12 CTR)
3,205,582 Impressions
3,221 Clicks (.10 CTR)
3,858,594 Impressions
3,092 Clicks (.08 CTR)
3,962,476 Impressions
3,000 Clicks (.08 CTR)
3,260,100 Impressions
2,251 Clicks (.07 CTR)

For those of you wondering what the total campaign stats looked like, here are the figures straight from Facebook.

Without any real explanation, (besides what people prefer to click)… the top ad was pulling in clicks at almost double the rate as the bottom image in the chart. This just goes to show you how important split testing is. Not only should you be testing your “text” ad copy multiple times… but definitely your “image” ad copy!

About the Author Zac Johnson

My name is Zac Johnson and I have been an online entrepreneur for the past 18 years and blogger since 2007. This is my personal blog and I welcome you to the site. In full disclosure, it is safe to assume that I am benefiting financially or otherwise from everything you click on, read, or look at while on my website.

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57 responses to “Split Testing with Facebook Ads”

  1. Jarret says:

    Great post Zac.

    I currently just started with FaceBook a few days ago and have split tested a few ads so far. They all seem to be getting the same CTR so I am still working on trying out different images as well as different ad copy.

    I just wish that you could modify the ad text and image without having to create an entirely new ad.

  2. SEO Tricks says:

    Good post Zac, I started off with facebook few days back they are pretty good

  3. John says:

    Were you paying CPC or CPM?

    I have no idea how you got those ads approved. It a pain in the ass on Facebook.

  4. Neil says:

    haha so those are your ads! I was seeing them quite a bit for a while.

  5. How well does that type of FB traffic convert once it hits your landing page? (Does it convert at about the same rate as adsense traffic?)

    Cheers!

    Miguel Alvarez

  6. this is an interesting topic. I know there are a lot of people that are interested in trying this but do not want to waste the money to try. How much is it to advertise for a month on Facebook?

  7. Rakesh says:

    That was a nice testing..so how was the conversion?? did you make any profit?

  8. Cool Case Study! :) Thanks

  9. Jon says:

    Nice case study.

    But which of these 5 images had the best conversion rate?

  10. CDFnetworks says:

    Thats a great CPC at .30 Wish I could get my ads down that low.

  11. BlogSavvy says:

    Zac, thanks for giving freely, the information is very helpful for those jusst getting started with affiliate marketing. keep it up!

  12. Explain this, Zac: As an experiment I tried using all of the images you posted above in a Facebook ad. All of them got disapproved because the image didn't meet the terms of use.

    The text was fine, just the image.

    Explain how you got any ads approved using these images…

  13. Zac Johnson says:

    This campaign was direct linking.

  14. also, would you mind sharing which campaign this was for?

  15. Great Post again Zac — not much of a Facebook user, but definitely worth considering!

  16. Tundra says:

    Haha, seems like the bigger the pecs, the more clicks it gets. Good case study.

  17. dam I gotta get in on face book make some money some great stats zac

  18. have you been able to get these types of ads past their approval process lately?

  19. Edgar says:

    you spend almost 9 thousand dollars, zac what is a good amount to spend before given up?

    I will hate to spend a thousand dollars and make less when do you know its time to stop?

    • Zac Johnson says:

      All depends on your profit margins and how much of a margin you are comfortable with. It got to a point when the margin was dropping low enough that I just stopped the campaign.

  20. WAHM Tara says:

    I know pics make a big difference, which is why may male marketers like ot use half naked women pictures, so I am wondering if your clicks were males or females…. Nice study!

  21. ibusinesstalk says:

    DId you make money from this campaigns?

    by the way, I haven't got my t-shirt and sticker from ML signup…I am sure you are getting small but several hundred $$ from my commission..

    I want 2 t-shirts since you forgot mine…:P

    anyway, another great post..

  22. yahoo web hosting says:

    Wow.Thanks for sharing. I'm not sure I'd have the kahunas to spend 8gs on a campaign. i was thinking about starting in facebook with 250bucks free, but it seems with the low conversion rate, i'm going to get killed and lose that 250 real quick.

  23. Samer Bazzi says:

    Zac,

    The last three posts have been excellent quality, thank you so much. Keep it up.

    -Sam

  24. Nicole Price says:

    What do you suppose made the difference? I cant really see that much of a difference in all of those photos.

  25. Internet Shopping US says:

    This is nice post by you..

  26. I wonder what the major difference in the images are except for the colour shades.. that would impact clicks…Can you share the conversions from the different images ads , the less clicked ads could have better conversions….

  27. Nicholas Chase says:

    Zac, Interesting post. I'm just starting with Yahoo Search Marketing and some Hub Pages adsense. May try MSN next week, lot's to learn. Respectfully, Nicholas http://hubpages.com/hub/The-Guitar-Hub

  28. Project Wealthy says:

    Can you earn any money from advertising on Facebook?

    • Zac Johnson says:

      Definitely! It's not as easy as it was before to get ads approved, but keep working at it and you can still make good money.

      • Mr. Javo says:

        I tried to get an ad about fitness with a girl showing her abs and FB refused my add because I was showing "nudity images" =S, how could you show that???? tell me your secret! 😈

  29. Mr. Javo says:

    Hey nice tips, thank you for sharing this experience. Certainly an image can attract more/less people, the impact will be different…

  30. Webmaster Resources says:

    I am not able to get my ad approved for Search Engine Optimization Services!! :(

  31. Otooo says:

    It sure does make a difference – just like text PPC advertising – u gotta catch their eye

  32. tfpromo says:

    Wondering if you could answer a question..When you launch one of these campaigns, at what point do you feel it will be a success? By that I mean, how many clicks in (without a conversion) do you decide whether to let it run or pull the plug…

  33. Eva White says:

    Hmmm, nice pictures!

    BTW, nice case study too.:}

  34. Geneva says:

    thanks for the post on this zac, very helpful. I think the top 2 look like real guys/homemade shots, opposed to the bottom 3 airbrushed/mannequins.

  35. lopcxf fowzxqpvi says:

    qgyk polyuka hsjlyi hfuca yqeu tnkuwlajh thuboj

  36. elmo live says:

    I should probalby just use my abs on my campagn..look a lot better than those!!

    Okay, enough with the jokes, deff test your images!!

  37. digga live says:

    I’d like to try facebook ads sometime, I hear there strict. Anyone else have trouble getting there ads accepted?

  38. Eleonora says:

    Hack again?!

  39. havent heard about this from anyone else yet. but will surely give it a try now.

    i have a facebook account but i do not use it much. rarely i guess

    <abbr>Custom Term Paper’s last blog post..Un astudentessa racconta la propria preparazione agli esami universitari a Bari</abbr>

  40. oes tsetnoc says:

    Wow, I never thought that it can increase the traffic like that. Thanks for informing!

  41. Guild Wars 2 says:

    How much did you earn from that campaign? Was it profitable?

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