How To Test Facebook Ads CreativeNov 05, 2022
In today's edition of The Morning ACOS, we're diving into the topic of Facebook Ads creative. Specifically, how to test it.
Before we dive in, I think it's important for you to understand my underlying philosophy for testing Facebook Ads creative:
Test ONE variable at a time
That's what it all comes back to. And we test ad creative so we can find a winner that can be scaled up.
I run my Ads through 3 different rounds:
Round 1: Testing Images
In this round, I test 2 images at the same time. BUT, I use the same Primary Text, Headline, Call-To-Action Button and Description in each Ad.
Round 2: Testing The Primary Text
In this round I test 2 pieces of Primary Text. BUT, I use the same Image, Headline, Call-To-Action Button and Description in each Ad.
Round 3: Testing The Headline
In this round I test 2 Headlines. BUT, I use the same Image, Primary Text, Call-To-Action Button and Description in each Ad.
Before we start with Round 1, however, we need to create each individual asset of the Ad.
Let's jump into it...
Step 1 - Creating Images
The image of a Facebook Ad has, by far, the biggest impact on performance, because it's the image that will stop people from scrolling their news feeds.
Use a bland, boring image, people are more likely to skip over it.
Use an image that stops them in their tracks.
This is why I like to test images first.
Create 2 images you want to test.
If you're struggling for ideas and inspiration, look at your own Facebook News Feed or explore the Facebook Ads Library, where you'll be able to search for Ads any advertiser in the world is currently running (including authors!).
Step 2 - Writing Your Primary Text
With your images created, you now need to write your Primary Text (this is the text that appears above the image in your Facebook Ad; as you can see in the screenshot below).
Your Primary Text can be short or long; there really is no right or wrong way to do any of this! Only what works for YOU.
Write 2 pieces of Primary Text.
Again, if you're having problems writing your Primary Text, check out the Facebook Ads Library for ideas and inspiration.
Step 3 - Writing Your Headlines
The Headline is the bold line of text directly beneath the image. What works well here, I've found, is a short, punchy review quote, but do your own testing to figure out what works for your books.
Write 2 Headlines.
Step 4 - Choosing ONE Call-To-Action Button
The Call-To-Action button is located in the bottom right of your Ad Creative. Facebook offers a number of pre-determined buttons to choose from; you aren't able to write your own text to use in your Call-To-Action button.
For authors, the 2 options I've found work best are:
- Learn More
- Shop Now
Choose 1 Call-To-Action button.
Step 5 - Writing Your Description
The Description is the small line of text underneath the Headline of your Facebook Ad. To be honest, the Description makes little to no difference to the performance of your Ads. I simply use the following Description for all my Ads:
Kindle | KU | Print | Audio
But feel free to write your own Description that relates to your advertised book(s).
Write 1 Description.
Step 6 - Bringing it All Together
With every asset of your ad created, it's now time to begin testing, starting with Round 1, where you'll be testing 2 images against each other.
Once you've found your winning image after running these Ads for 7 days, you'll use that ONE image for both Ads in Round 2, where you'll be testing the Primary Text.
And now you've found the winning Primary Text, you're going to use that and the winning image from Round 1 in this final round, where you'll be testing your Headlines.
After these 3 round of testing, you now have your winning Ad! If you want to test different Call-To-Action buttons and Descriptions, then go ahead.
Honestly though, with all the testing I've done on Facebook Ads, using Learn More or Shop Now as your Call-To-Action button and writing one Description will work just fine. You don't really need to test those.
With this winning Ad, you can now use it to test all future audiences. You will know the Ad creative works and the only variable therefore now, is the audience.
Yes, this testing process takes time, but it's worth it. As I've mentioned before, the 2 biggest levers you can pull with Facebook Ads are your Ad Creative and your Audience.
So, start testing, find that winning Ad and begin scaling things up.
To Your Success
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