Some marketers will purge one or two ad copies, then be satisfied with their results. This really is one of the best ways to fail being an internet marketer and rarely have a long term ad campaign that will continue to generate profits. Not only will your banners go stale and people will keep seeing the identical ads over and over again, however your CPM costs will continue increase as less people click, but nonetheless see your ad.

Facebook ads

I wrote a post a while back on split testing Facebook ads, and thought it could make for a great recap post on PPC.org, simply because of the importance of testing and how it can affect your important thing.

Let’s take a look at a weight loss campaign which i was running on Facebook a while back. In this specific campaign I became able to run over 30,324,503 impressions and receive 27,538 clicks to my offer. Mentionened above previously, this was a weight loss related offer and Facebook isn’t approving as many of these type of offers as they used to, but the idea of split testing the pictures is still the same.

There was a bunch of different images utilized in this campaign, but the ones below were the very best performers. It’s also very imperative that you know that these ads were to a very generic audience, that was just “males” and certain age groups. Also, the text for those five campaigns were a similar, only the images were different.

Before exploring the actual numbers, take a look at the images and see which you would be most likely to click.

Just take a look at the numbers for the top image and also the bottom image. The superior image received nearly 600,000 less impressions than the bottom image, nevertheless it had over 1,000 more clicks, which is around 40% more clicks. All this was due to the fact that this top image stood a click through rate of .12, as well as the bottom image a lower ctr of .07.

The particular difference in performance and profit can be huge. Imagine settling with only using 2 of these images for testing, as opposed to all five?

Facebook ads

For those of you wondering what the total campaign stats seemed like, here are the figures directly from Facebook. And yes, it was a direct linking ad campaign.

I can't stress enough how important it really is to continually test your ad copy and take off under performing banners and ad copy.

Facebook ads