1️⃣ Material Testing Strategy
►Video and Image Material Testing: Arrange ad group tests based on the number of materials. For example, for 3 video materials, you can use the ad format 1-4 ($50 same audience) -3 (video) to gradually test which materials perform best.
►Lower Budget for Image Materials: The CPM of images is usually lower than that of videos, so a lower budget can be set during the image testing phase.
►Time Control During Testing Phases: Each testing phase is usually set for 3 days, and if a material performs poorly, the ad group can be adjusted or shut down in a timely manner.
2️⃣ Testing Content
►Comparison of Different Images: Test materials of different styles, colors, and themes to see which type of image attracts the target audience more.
►Comparison of Images & Videos: Compare the effectiveness of image ads and video ads to understand which form is more preferred by the target audience.
►Comparison of Different Ad Headlines: Test different ad headlines to find the most attractive and persuasive ones.
►Comparison of Different Calls to Action: Compare different CTAs to observe which one is more effective in prompting user action.
3️⃣ Testing Methods
►Manual Testing: Add multiple ads in the same ad group, each using different materials, and compare the effects by manually adjusting and observing the data.
►Automatic Testing: Create Facebook A/B testing, select different variables (such as images, copy, etc.) for testing, and Facebook will automatically allocate the audience and provide test results.
►Intelligent Testing: Utilize the Dynamic Creative Optimization (DCO) feature, where Facebook automatically combines and optimizes ad materials based on audience preferences.
4️⃣ Key Metrics to Monitor
►Click-Through Rate (CTR): Test copy, images, and CTAs to find ways to increase CTR, indicating the attractiveness of the ad content to the audience.
►Conversion Rate: Ensure that the ad promise is consistent with the user experience, optimize the landing page.
►Cost Per Click (CPC): Reduce costs and improve ad quality score and relevance.
►Cost Per Thousand Impressions (CPM): Optimize ad objectives and audience targeting to improve exposure quality.
►Return on Ad Spend (ROAS): Increase conversion rates and order value, reduce advertising costs.
