Performing A/B Testing on Social Media

  • by Temeka Gallimore
  • 11 Months ago
  • 0

A/B testing is a very valuable and important aspect of internet marketing, and learning to do it on social media in an effective way can help you succeed quite a bit. Split testing is by far the best way to ensure that every status update results in maximum engagement and all of your ads are optimized for the highest possible conversion rate. So why exactly should you split test Facebook posts as well ads? Split testing essentially compares to versions of something that are similar but with small differences, such as post on Facebook or Twitter. By performing split testing on social media websites like Facebook, you will be able to get very useful data.

If you plan to do split testing on Facebook page posts, you will first need to decide what function your post will serve and what results you want to get. Once you answer these questions you will be able to determine the most effective way to share the content you create with people on Facebook and other social media websites.

You will need to make an effort to get as many people as possible to click links to your site and share your posts. Most audiences tend to respond best when your posts are useful, inspirational, or give them something (think discounts and coupons). You will want to keep this in mind when trying to get as many clicks and shares from your posts as possible.

When you are split testing Facebook posts it will be important that you write two different posts that you can compare later on. Your primarily goal here is to change just one or two small things about your first post so that you have a fairly good idea as to what may be causing any increase in user engagement. You should also consider posting updates with a photo instead of just text. Posts with photos tend to be much better when it comes to user engagement, so you will want to keep that in mind.

Because you will definitely want to track your two posts, it is definitely a good idea to put something at the very end of your URL so you will be able to tell the difference between the two in the report you get. Consider creating a Bit.ly web address for any and all posts that you want to test against each other so there is a stark difference between them. When it comes to tracking your links, Google Analytics can help out quite a bit. If you are not familiar with this particular tool, you will need to familiarize yourself quickly.

If you want to split test Facebook page ads, you will need to start off by creating a new Facebook ad. Before you can actually start testing your ads, you will need to learn how to create them as well as how to properly use Facebook’s Ads Manager. After you have done this, navigate to your Ads Manager and click the “Create Ad” button and select from the list of objectives, which includes Web Conversions, App Installs Page Likes, Page Post Engagement, Clicks to Website, Offer Claims, and Event Responses.

You are going to have a few different options when it comes to bidding, including CPC (cost per click), CPM (cost per 1,000 impressions), and Optimized CPM. If you are not familiar with Facebook ads, you will want to try running some tests with each one.

Take the time to create a pair of Facebook ads that you can test against each other. Similar to what you did with your posts, you will want to change one small part of one of the ads so you can tell them apart. You will then want to do some experimenting with audience targeting. Look at More Demographics in your Facebook Ads Manager so that you can get to advanced targeting options. You will find that targeting the appropriate Facebook ad audience can be complicated with lots of options to combine or use alone, so you will need to spend some time testing several until you discover which audiences respond best to which of your ads.

And while it is certainly important to test posts ads on social media websites, you can use a lot of the information you learn for paid advertising so you can increase the overall quality of the content you use on a daily basis. If you find that using a certain image in an Ad on Facebook gets a favorable response from audiences, you might want to try using it in other content you create.

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