Facebook has introduced a tool to run experiments in the A/B Test family, its tool – Dynamic Creative. What does this mean? Facebook helps us test multiple pieces of content in parallel: headlines, texts, images, or videos, and ultimately tells us what worked better and what didn’t.
Why do I need this?
In today’s era, we want to be as accurate and relevant as possible, and with the help of the new measurement tool for Facebook advertising, we can know which text works best, which image had a greater impact on my target audience, and which headline caught the audience’s eye the most.
How is it done?
1. After enabling the option (under the ad set), we will immediately get the option to upload several images/videos that we want to run. Facebook also offers automatic ad optimization such as: thumbnail selection, image enhancement, and cropping.
2. Let’s move on to the third stage of the campaign – the ad itself. Here we can choose the ad format (your choice). If you choose the first option, you will see that you have an option to select multiple images/videos.
Additionally, Facebook offers to perform automatic optimization based on campaign data and learning.
3. As you can see in the text, headline, description, and call-to-action button options – we have the option to choose up to 5 options that we think will do the job, and during the ad set learning phase, Facebook will automatically show people the successful ads, with the leading text and the leading call-to-action button. Click on Add Another Option.
4. Afterwards we can choose several in a row as you see in the picture.
5. “I’m lost with all these options” – Great, here Facebook steps in and brings us back to a convenient interface that shows us all the options we entered on one screen in order to really see how it looks. Click on View More Variations.
6. Lots of options have opened up for us and here we can play around and see how our ads will look. Which text fits with which headline? Which button fits with which image? Just let your imagination run wild.
7. The Learning Phase (Learning Phase Progress). The system is designed to optimize our results. It receives more information about the most suitable people for targeting, the times of day to display the ad, and the placements and creative to use. You can read more about the learning phase on Facebook’s website.
8. If seven days have passed since a significant edit was made and the ad set has still not exited the learning phase, the ‘Ad Delivery’ column status will be ‘Learning Limited’.
9. And to top it off – under Account Overview, we can see all the learning stages of our ads under one system, and we can learn at what hours our campaigns spent the most money, brought the most leads, clicks, messages, etc. Very reminiscent of Analytics!
Summary
A/B Testing is an integral part of the digital world, especially in the new era. This tool essentially allows us to perform a/b/c/d/e Testing and not just run two options. It is highly recommended to run multiple ads, texts, and a variety of options in parallel in order to test what your target audience likes, what they respond to better, and thus your campaign optimization will be optimal and the results will follow accordingly.
Don’t get stuck in your ways!
A bit about me
Guy Margi, 26 years old, specializes in digital campaign management across a variety of channels.
