How to Split Test your Facebook Ads to Lower your CPC

Split Testing Your Ads Explained

Hey Everybody! On this video I'm going to show you how to split test your Facebook ads so you can get more results with a lower cost. Remember to get your Facebook Ad Template too.

Boost your conversions in THREE steps!

1-  Split test the Images: Once you set up your Facebook ad or Instagram, choose the images (I usually choose six of them). Use the same headline, the same call to actions.

2-  Deactivate your Ads: Only the most expensive ones, those that are not getting any clicks and that are also the most expensive. Keep the best performing image and header and let them run for 3 days.

3-  Repeat the process: Adjust and take and deactivate the worst performing campaigns, keep the winner. And do the same with the copy of the ad. After that, do the same with the call to action.

So, I strongly recommend you to follow this process. I use it to get not only a cheaper CPC, but also to increase conversions.

Also read: Facebook ad not delivering try this.

You can watch the full video above or read the transcript below


Hey guys, what's up? Hernan Vasquez here. Welcome to another video and thank you once again for the support that you guys have been giving me for this channel. I know that the videos are unprofessional. I curse from time to time. I was about to say that I fart from time to time, but that wasn't like the aim of this video. But anyways you guys have been giving me a ton of support lately.

And you know I really appreciate that. I really appreciate that, and I hope that I really your online business moving forward, or if you have an offline business but you want to increase your presence online, I really hope that I'm helping you move your business forward because that's the main point of this channel. The main point of this channel is that you guys get a ton, a ton of value, and you know that you subscribe, and we can be in touch on social media, or email, whatever.                   

So, I've been talking on split testing, and I've been talking on split testing on the past video or two depending on when you're watching these video. But I wanted to talk specifically on Facebook ads, and why it's super, super important that you split test your Facebook ads.

If you're not entirely sure about what is split testing or how to start doing split testing, I'm gonna leave a link below on the description so that you know exactly what I'm talking about when I talk about split testing, how you can implement it, you know to pretty much all of your [inaudible 00:01:38] and all of your marketing material online, and when it's super, super important.                   

Now, I've seen like tremendous differences in conversions and cost per click mostly when you're doing split testing on your Facebook ad. And what I really like about Facebook ad, it's not only the targeting that you can do, which is par none, like it's the best on the planet. Not only that, but I really like the tool that they have developed to serve ads. In fact, it makes split testing super, super easy.

Now the process, and let me lay out the entire process that I use for split testing, has maybe three steps, maybe four depending on how this conversation develops. But the first step is once you set up your Facebook ad, what I'd like to do, and again guys I've seen like radical differences between one version of the ad and the other, is the split test the image.                   

So, when you're setting up your Facebook ad, you know, it doesn't matter what kind of objective you're choosing or goal you're choosing. If you're choosing conversions, if you're choosing impressions, like clicks, which is like the [inaudible 00:02:57] one. This will not work if you boost the post because if you boost the post that's the image that you get. But if you're making an ad on Facebook, you know, like the 80% of the ad is composed of the image.

Like the 80% of the ad is composed of the image. This happens on Instagram, if you're choosing Instagram as the placement, on the Facebook timeline, on the mobile phone. You know the biggest asset of your ad is the image.                  

And what's great about Facebook is that you can upload your own images. The 20% text rule is now without effect, but you still need to keep your images really, really relevant because again that's the 80% of your real state of your Facebook ad. Now what do you do? Well, when I'm setting up the Facebook ad I usually choose six images, which is the maximum that I'm allowed to choose when setting up a Facebook ad.

So I usually go with the six full images. They can be custom images that I make, or that my designers make, or that I choose from Facebook stock photo library, which are you know like gray looking pictures for free, you know just for be like advertising with them. So, that's step number one, you know, I choose all six.

And so you have six versions of the same ad. You use the same headline, and this is important, so you use the same headline, you use the same description, and you use the same call to actions. But you're switching, you're split testing the images, which is like again 80% of your … this can make or break your Facebook ad.

So, after say two, three days depending on your market, depending on you have run Facebook campaigns earlier, etc. what I would do is to literally go into the campaign and deactivate the most expensive ones, the ones that are not getting any clicks whatsoever, the ones that are really expensive, meaning that they're getting a ton of impressions but little clicks.

So I would just go ahead and deactivate ones, deactivate the loser, because by the third day even some guys that are doing at the 24 hour mark, I want to give it some air, so I leave the campaign running for two or three days. Then at the third day I would deactivate the worst performing ones and I would keep the winners.

Usually you would see it really clearly and you will see it like where things start getting really different and then you say huh, I should be doing this for pretty much everything. So, because you will get 20% CPC on one image and two CPC on the other image. It's crazy, just by switching the image.                   

So, once you have the best performing image, I would then copy you know like two, three time the ad, and i will switch the headline. I will modify the headline with the best performing image. I will modify the headline and I will leave everything else the same, the copy of the ad and the call to action will still remain the same. This is important. You want to change only one factor of whatever you're split testing at a time, and I explain that on the link for the video below.                   

So, what you want to do once you have split tested the images, you have the best performing image, you want to do the same with the header. You copy the ad like three or four times, and you switch the header only, nothing else, just the header.

And you leave the best performing image. So you leave it running like three more days, and then you see which is the best performing headline, and again you will see big differences, okay, because again these are new ads, and some ads will be super expensive, and some ads will be super cheap, even cheaper than the original one.                  

So, you will repeat the process, adjust and take and deactivate the worst performing ones, the losers, and you keep the winner. And then you do the same with the copy of the ad, and then you do the same with the call to action. It could be learn more, download now, sign up, whatever.

But you want to split test these four aspects of the ad, like the header, the image, … sorry the image first, the header, then the copy, then the call to action. In that order, because again we are using, we are split testing the biggest asset because that's gonna you know that's literally gonna make or break our ad. If the image is not enticing it doesn't matter how good your header is because the image is like 80% of the ad. So we're being efficient this way. That's what I mean.

So that's the process that I use to split test Facebook ads. That's the process that I use to get really super cheap CPC, and not only super cheap CPC, but increase conversions, because even if the ad, the only goal of the ad is to entice the click, you want the ad to have that goal only so that people click on it and go to a landing page. You don't want the ad to sell anything, to convert people, nothing. That's the job of your copywriting in your landing page. You want the ad to sell.

So once you have that in mind, it can literally help your conversions, you know boost your conversions. Like as a byproduct of being a great ad. But you do not know for sure until you're split testing. So, start split testing, drop me a comment below. I would love to know how you guys are doing this. This is also a great source of information for me, the YouTube channel, so I use it a lot, I read all the comments, and I try to answer them all, okay.

So drop me a comment, tell me how you're split testing, and you know that's how I do it, and this is my process, like my step by step process. And if you want to come and join this split testing slash internal marketing space, where we discuss some of the greatest techniques online, what is working, what's not.

You can come and join this Facebook group, which is completely free, I'm gonna leave a link over here on the description below. It's completely free, it's called The Real Inter-marketing Group because we keep it real. We do internal marketing, like as a whole, not only as the owner, not only PBC, but as a whole and that's the whole idea of the group.

Thank you guys for watching. Please like this video, subscribe, if you want more of me rambling all over your monitor and social media and stuff, and I'll see you on the next video. Bye-bye.

About the Author Hernan Vazquez

Hernan Vazquez is a digital marketing trainer and consultant that built several 7 figure businesses from scratch. He specializes in helping business and students grow their online businesses through the use of Sales Funnels, Paid Advertising and Email Marketing.

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