September 7th, 2012
Dating is all about meeting different people to find which combination of characteristics works best for you. Split testing Facebook ads is all about placing many different Facebook ads to see which combination of variables works best for your brand. Now suspend doubt and let’s delve a little deeper into the parallels and insightful innuendos of romance and Facebook ads:
1. Define your “type.”
Are you into dark hair? Foreign accents? A sense of humor? An animal-lover?
As with a potential mate, defining your target demographic takes a lot of thought. With Facebook’s “Precise Interests” targeting tool, you must think deeply about your brand’s customers, then think of what other—perhaps not obvious or directly related—interests they may have. Feel free to get a little creative because even if someone’s your type, you never know what quirks they’re hiding.
2. Leave them wanting more.
The primary Facebook ad formats include: “Stories about their friends ‘liking’ (or checking into) XYZ,” or “A new ad about XYZ.” The former is like a blind date: You have a mutual friend who is setting you up. While the latter is like a hopeful first date with a stranger who’s caught your eye.
You’ve showered. Done your hair and agonized over your outfit—or in the case of Facebooks ads, your ad photo. The key is to reveal just enough, but not too much, so you leave them wanting more. Pick a photo that gets the important point across simply and leaves some to the imagination so users want to click through.
3. Perfect the goodnight kiss.
Think of the call-to-action as the make-or-break goodnight kiss. You have their attention. This is your chance. So, you choose your words carefully, hope your appearance is enticing, and pray that at the very least, one out of every 1,000 targets want to “get to know you better” and clicks through.
Where you try to take things once they “click through,” however, is your call. If you’re looking for a more long-term commitment, link to your Facebook brand page where users will hopefully “like” your brand, get to know it over time, and eventually, buy in.
If you’re trying to get straight to the business, link to a landing page on your website and hope they’re ready to commit. But be warned: Not all users want to go homepage with you on a first date. In fact, most like to remain on first base—Facebook—for a while, so it often pays to move slowly.
4. Date around.
Most people don’t find their soul mate on the playground. You must get to know many different people to discover what works for you and what doesn’t.
There are many different variables to split test with Facebook ads. It’s important to remember when split-testing to isolate one variable to test and leave everything else the exact same.
Testing the photo is the easiest, while testing different copy can be more complicated. Pay special attention to the wording in the call-to-action at the end and how you begin. Try addressing the demographic directly in the beginning or try opening with a question.
5. Get outside your comfort zone.
Of course, there are more variables to test than just the photo and ad copy. Get outside your comfort zone and try new things.
Try placing ads at different times of week or day—after all, a Monday date and a Saturday date can be very different, as can a brunch date and a dinner date.
If appropriate, experiment with placing ads in different countries—but be sure to specify the demographic is English-speaking if the ad is in English. A language barrier is the last you need in a budding relationship.
Place one ad using “Precise Interest” targeting and another with “Broad Categories” targeting, and see which attracts the most Facebook Likes and clicks.
Experiment with different ad formats. See what a sponsored story ad can buy you versus a promoted Facebook post, and so on…
Most importantly, keep a swap file of your exploits that you can reference later. There’s no point fooling around so much if you’re not going to learn anything.
6. Never settle.
Unlike dating, there is no end game with split-testing Facebook ads. Target demographics are a fickle lover. Just when you think you’ve got them figured out, they grow sick of you. You must constantly switch up and fine-tune your “game” to find success in Facebook ads.
In the words of Henry Winkler, a.k.a. the Fonz: “Assumptions are the termites of relationships.” Make no assumption about Facebook ads. Split test everything. Get around and never, ever settle.
Photo coutesy of trashrocktour.blogspot.com
If you’d like to see what BLASTmedia’s social media team can do for your
love life Facebook ads, contact Julie Zaitz.