I owe you all an apology.
...I SHOULD HAVE started with this Quick Tip for Facebook Ad Success....and I didn't....I apologize.
During the time that I worked as an Advertising Account Manager for Facebook, Inc, one of the questions that I would frequently get asked by my clients was...'What kind of creative works best?"
Unfortunately, there is no one right answer... Yes, video usually does perform better than still images, but not always. I frequently tell people to use bright colors to get people's attention.....
However, right now I have a client who is a professional photographer and her ads are all single images (not video!) AND black & white images (not color).....& she is KILLIN IT...Since we began working together, her leads have increased 36%!
Here is a screenshot of her ad (used w/ permission)
Tip #9: Split Test
A split test (or A/B test) is a marketing strategy that tests two elements of a marketing campaign against each other to find out which delivers the best results.
A good split test can increase your ROAS (return on ad spend).
Facebook's split testing is one of the best ways to test ad efficiency.
Here are some examples of split test types:
Creative: Testing different ad images, videos, words, headlines, calls to action, etc.
Audience: Targeting different audiences, demographics, interests, etc
Budget Optimization: Running campaigns with and without campaign budget optimization
Placements: Testing placement types, e.g. automatic vs specific placements, i.e. ONLY Facebook, or ONLY Instagram
Remember that not every split test may improve the ad's performance....Don't let this stop you from testing other variables. Happy Testing!!!!
P.S. Message me to set up a Complimentary 30 Min Marketing Strategy Session
Louie Bischoff - Owner
Louie lives in the Phoenix, AZ area. She has had the opportunity for work directly with Facebook/Instagram in their SMB Advertising Area - where she learned many tips & tricks to make the 'algorithm your friend' for ads!! She has had her own marketing business with small business clients located throughout the world on-and-off since 2006, with an emphasis on Social Media Marketing and Marketing Strategy, Louie has her MBA in International Marketing from Thunderbird School of Global Management. Prior to focusing on Digital Advertising she built a career in the consumer product industry as a Product Manager. Louie was an award-winning adjunct faculty member at Thunderbird Graduate School where she has taught Business Communication/ Business Writing classes. She also lived overseas in Taipei, Taiwan for six years while teaching business communications with international companies. In addition to her MBA in International Management, she has her BA in Broadcast Journalism/English (minor) from the University of Arizona. Louie has two teen-age sons.