Hi everyone, in this lesson, we're gonna cover split testing in a little bit more detail, and I'll go over some of the things that you might want to split test. So the first thing you might want to split test is a video ad versus picture ad. So basically like we did through our example, but you also want to split test. If you're sticking to a picture ad, you want to definitely split test different types of images that could attract people. If you have different videos. Of course, you can try split testing with different videos to see what gets a better response.

And you might if you have a lot of pictures, you might also want to try a carousel ad just so you can compare that as well. Next thing you want to split test is your copy length. So if you have something that needs a little bit more explaining in a longer copy might be helpful then definitely split test a long copy of The shorter copy. The advantage of using long copy is you can get a few more keywords in there. It answers some questions for people that they might have that might, you know, resonate with different groups of people. But the danger of using longer copy of courses, you might lose somebody, people are so overwhelmed with content that they might just, you know, not even be interested just based on the length of content.

So, I mean, there's advantages and disadvantages to both, but you want to see what's going to work best for your target market. Okay, the next thing you want to split test is your call to action wording and your call to action button. So, call to action wording is, is first of all, you want to have call to action wording you want to tell people what action they should be taking. And then you want to play around with what that wording should be. That's going to get people more likely to take the action that you want them to take which is probably going to be you know, clicking something to land on your landing page, or your product page, and then also try out the call to action button. So will something saying shot now be way too scary and way too direct for your target market?

Or is Do you want to play around with the learn more and it's just like a softer approach that's a lot less intimidating. So what is going to get people to actually take that action. You can also try split testing the different geographic locations. So again, you're gonna get this information through breakdown, which we'll cover a little bit more in a second, that breakdown column. And even if you're just you know, you'd prefer to stay local, but you're not sure if you know a few states over or provinces over wherever depending on where you are, might actually be able to talk for you so why not? Once you've got everything else figured out, why not split test geographic locations and see which area might be more likely to buy from you.

Okay, the other thing you want to definitely split test is using different headlines, and maybe even I call it headlines, but it's basically your title. So that, besides the picture is one of the most important things that people will be looking at. So you definitely want to have a nice, clear headline that's going to really capture people's attention. You also might want to try targeting different age brackets. So, you know, like, maybe you think your product would be ideal for 20 to 30 year olds, but you find out that it's the 5555 plus market that ends up liking it. So again, Facebook is fabulous for split testing and and basically giving you your market research.

So so keep an eye on those numbers and find out what age bracket is actually going to more likely buy your product. Okay. Do you want to split tests as your ad costs? So I recommended definitely starting off with only $5 a day until you figure out what's gonna work. Then I went to john, just because something's performing like he's got an ad at $5 a day that's performing extremely well. Don't scale it up to $100 a day, all of a sudden, because you don't know what's gonna happen, it's still too risky.

So, do your $5 a day, then maybe go to $10 a day and do that for a few days and see what happens and see what the results are, do get much better results, much worse results. And then maybe try, you know, going up to 15 or $20 a day, and then seeing again, what happens. But yeah, I would progressively scale up I wouldn't do a dramatic jump up. Because then you're losing all that information in between because like I said, I ran an ad myself that at $20 a day, it was way outperforming the hundred dollar day ad so why not stick to the cheaper ad that's going to get you your best results. Okay. Then you're going to test out your different landing pages, it's nice to have a really nice looking landing page that you think is going to work.

But if you got a lot of people clicking on your ad and interacting with the ad and all that, and none of them are converting, it's your landing page. So it definitely want to try your landing pages. Now, not everybody who makes that clicking actually goes to the page is going to buy it's just not going to happen. It'd be nice if it did. And if you have a really high percentage of people converting then don't change your landing page. Don't care, even if you're curious to see what would happen.

But if it's if it's you know, performing average or it's performing low, then yeah, absolutely change some words on your landing page, change the image but keep the image you definitely want to use the same engine image on your ad. You want to keep it consistent. So don't go too wild. Maybe just try different colors or something on there, especially if your ads doing well. You want the landing page to look very very similar to it. Okay, but try different copy.

Try giving them different types of information and basically see What landing page is going to get you the best conversions? Also, you want to split test things like should you use just target people on mobile only, or people who use mobile and both, sorry, both mobile and desktop. Okay, I just want to give you some more information on the breakdown column and what you can use it for. So the first thing you want to use it for is you could use the breakdown column to determine if responders are mostly using mobile or desktop or they're using a specific type of device. In then you want to use it to see what geographic areas are mostly responding to your ad. So what I always do is just look at the target geographic areas for whoever is actually clicking on the link, because that's the most important action that I want people to take.

So I just want to know what areas are more likely to do that action for me. Okay, and then look At the gender, like if you have an ad that's going out to both men and women who's responding the most men or women and, and by how much and then you can make that very educated decision on whether you should show it to just male or female. Okay? And again to the breakdown column, you could see what age group is responding to your ad. All right, so here are just a few additional tips to keep in mind. Okay, for the first week is important that you measure every single day.

And if possible, do it around the same time of day. So every 24 hours, get a new computer, look at what's going on. And then you do your next tweak, and then wait 24 hours, see what happens and then you do next week, don't do it all at once because then if something works, you're not gonna know what worked. So, you know, make it like a science experiment. You just want to try one little variable at a time to see what's going to get you your best results. Okay, next tip is you're going to run each split test For two to three days, or until it becomes really clear on what's going well, so just because you're doing it, so like I said, Do it for 24 hours at least.

But if you're still not getting a clear indication of what your next move should be, run it for another 24 hours and see if that still doesn't work, run it for another 24 hours. Because again, it's, you're experimenting. So take the time to do the experiment, like take, take your $5 a day, make sure you, you you, you do it, just give yourself a good two weeks solid, where if that's what it takes us two weeks to figure it out. Give yourself two weeks to figure it out. Because this is this is going to be the most profitable bass line thing you can do for the long term profit of your company. So because once you've got the seven on once you've got the science, trust me, it it works, it works and you can scale it up from there.

So the This is how we're all going to make money off our stores. Okay. The other thing I really want to remind you, again, is that Facebook's pixel is, it's an algorithm it's based on, it's based on, like, it's not actually a person figuring it out. It's actually like when you when you get an electronic item for the first time, and you need to program it, because you get it, it has all these functionalities, but it's not gonna know what you want it to do, until you actually program it into it. So pixels, the same sort of thing. It's got to figure out what your processes it's got to figure out what you want, what your goals are, and how people actually go to your website and end up making that purchase.

So what are the actual steps and what pages do people need land on. So what I recommend you doing is set up your pixel. As soon as you know you're going to run Facebook ads go in and get that pixel set up immediately. And then go in and get some people to start buying stuff off your store. And basically what you're doing is You're training that facebook pixel on what a successful outcome is in your eyes. So that way, when you're running your ad, it can go on to find people that are the most likely to take those actions that you want them to take.

So something else to keep in mind, if this is going to be your very first ad that you're running with Facebook, it might be safer for you to try something a little bit more general. And again, because you're training Facebook, on on you, you're training them on what you do. So kind of like training the pixel, your pixel, how people get to that purchase outcome. You're training Facebook, basically, on on what your target keywords are and what your target market is and what your store is about and what your products are about it. Facebook is all about security as well. So your training Facebook also will not only on what your store is, but on who you are and that you're saying Somebody that is trustworthy, and that it's somebody that will advertise with Facebook, and that Facebook construct trust.

So what you want to do is if you start off with just, you know, again, $5 a day, and it's, it's not going to hurt you. So if you start, like a Facebook page and you started your store and you've got no people on your Facebook page, and people look at your ad and are interested, and they happen to click on your Facebook page, and they notice that nobody else is there. It can be a little intimidating for people because they want to learn about you and they want to know they're with a reputable company. So just think about how you feel when you go on a Facebook page and you see that nobody else is following it, are you gonna be less likely or more likely to follow it right? But if you go on a Facebook page that has like 10,000 followers, you just automatically follow because you you just don't want to miss out on those 10,000 followers.

Those are gonna hurt you to do a Facebook like ad anyway, get some followers in get get it up and going put some posts out there. And then the next thing, we're gonna try something like an engagement ad. So you can do it very simply, all you need to do is once you get some followers, start putting out some posts and see what people start responding to. So if you start getting a lot of interaction with both posts you put out, then you could just simply promote it right within that Facebook page. Or you can do it within Power Editor and has called, it's called an engagement or some people call it a PP e ad. And very, very simple to set up.

Very simple to do. And it'll help you get a little bit more likes, it'll help you get a little bit more engagement. And the reach is a lot higher than when you're doing a conversion ad and just naturally reach more people because Facebook is just going out getting people's like, Oh yeah, they like to like pages they'd like to click they'd like to like what like to click on post just for interest for reading it. So those are the types of people that Facebook goes. So I find I found any way that every time in front kind of engagement or like head or whatever the reach has usually been a lot higher than on a conversion now. And then the other thing you might want to keep in mind, if you're just gonna go ahead and if you set up your, your event codes on your pixel, the, you might want to start off by just trying something very basic like view content.

So tell Facebook Look, just go out and find a whole bunch of people that like viewing content on the subject for me. And that's what you'll get and then get a lot of eyeballs on wherever you're taking them. So if you want to just see how your nanny pages how people respond your landing page as a test market, so you're not as interested in the purchase, you just want to see if people are going to read what you've got up there, whatever, just try to get the numbers or, or you just want to take it as a less risky step to start. It's a good thing to do just for a few days. So and I'll help you figure out what's going on and help you get those other numbers up. Like I said, like, like people interacting with your Facebook posts and stuff.

Okay, so after you've done the majority of your testing, and you're starting Get some really, really good results that you're happy with, then I would suggest not touching that ad for at least a week. Just let it optimize, let it, let it do its thing, let Facebook do its thing, like, once you've caught it all figured out, you've got to give it some time to just run. So obviously if you're running it for a weekend and then we get conks out then do something but uh, but what I usually find is that the numbers, once you start running it, the numbers will start progressively getting better. And what I find too is sometimes if you figured out the formula, and you let things get better, and then you've shut it down and you we run the exact same thing at a later point in time, you get even better results.

So again, you're you're testing it out, but let it run for at least a week, see what happens and then you can make some decisions based on there. Okay. But on the other hand, if within you know, any of If you're testing periods, within a day, or two days, and your result is that your link click through rate is below 1%, you've got no ad engagement at all with your ads, nobody's even liking it or sharing like you're getting nothing, which usually mostly means people just don't like your image, because that's the first thing they see. So if you're just getting no responses or very little responses, and you've got nobody taking actions and nobody clicking and, and like I said, Your click through rate is well below 1% or just in general 1%, then shut that down and just start start from scratch because you whatever you've got is not working with your target audience is a very clear indication that is absolutely not working.

Okay. But on the other hand, when you answer it's performing well, then that's at the point that you want to try doubling your budget. Then look at the results again, over the next Few days. And then if it does well again, then double your budget again. So as I already mentioned, you don't want to do that drastic jump from like $5 a day, $100 a day, you want to just progressively move your budget up in small increments, and test it along the way. And then finally, you'll find that magic number of what ad amount you should be putting in for your specific ad to get the absolute best result you can possibly get.

So I know it's a lot of testing. I know it's a lot I understand it. But after you do this all and you start making a lot of sales. It'll all be worth it. I promise you that. So that concludes our lesson on split testing.

So join me on the next lesson where we will have a look at how our sample ad has performed.