Testing content can be as simple, or as complicated, as you make it. There are many different ways you can test content to see which ads perform the best. You can boost
a post, or pay to have your content shown to people who follow your page and their friends or to people you choose through targeting. Paid Ads
can be created on Facebook’s Ad Manager using custom targeting, retargeting based on engagement, or a lookalike audience based off of a CSV file of your current clients and their lifetime value.
The tricky part of social media advertising isn’t necessarily knowing how to implement
paid advertising, but rather how to measure
performance – more specifically, how to interpret results of your campaign and compare those results against your most important business goals. The measures that truly “move the needle,” or get you closer to achieving those important goals, are not always the most obvious.
The measurements that truly indicate performance, whatever that looks like to your business, are called Key Performance Indicators (KPIs)
KPIs will be different for every team – and potentially every individual – in every business. When advertising on social media, you need to be aware of what the KPIs are for your company’s specific goals. For example:
Is your biggest goal to gain traffic? Maybe you have an awesome product but just don’t have a big enough network in your area to sell many. You know that people who know about your product love it, so you simply need more eyes on your product. Your KPIs might be reach
Is your goal to get somebody to start a free trial? Maybe you’ve found that people most often become a client once they complete a free trial of your service, the hard part is simply getting them to sign up for the trial. Your KPIs might be website conversions
or people who don’t just look at your service but actually sign up on the spot for the trial.
Is your biggest goal to build your social proof? Maybe you offer a great service but your lack of a dedicated following, or “social proof,” averts people from trusting you as a leader in your industry. Your KPIs might be likes
to increase social proof on your social media platforms.
Once you’ve determined the KPIs that have the most direct impact on your goal, start testing different creative by comparing these metrics. You can do this by running an A/B Test
, or by showing half of your audience one version of an advertisement, showing the other half another version of the same advertisement, and comparing the results. Variables to manipulate in an A/B test include:
- Stock photos
- Font style
- Color choice
- Product placement
- Headline copy
- Design elements
Once you’ve tested your creative for a length of me (no less than at least one week), compare the KPIs and find a winner. Create a new version of the winning creative to test, then repeat. This, ladies and gentlemen, is the process of optimization
Getting to work
So you’re ready to start creating social media advertisements with a clear, simple message that resonates with your customers and addresses a specific pain point on a regular basis.
Ready, set, go!
Why are you still reading? Shouldn’t you be out there designing new creative? Oh, wait, let me guess: you don’t have enough time.
Let’s be honest, nobody has me to keep up with the demands of content marketing by themselves. Luckily, that’s where Design Pickle
One of the easiest ways to create variations to test is by asking your designer for different variations in your initial request. For example, you could ask your designer to create a graphic sized for Facebook and Instagram with the copy you need, the style you want, and with a few variations in the stock photo.
If you are selling shampoo, you might ask your designer for variations in the stock photo using someone elderly, someone middle-aged, and someone young holding the shampoo. You’ll never know what works until you test it!
Including a request for a variation in your initial request will save you time on the back-and-forth of a revision, and
you’ll have multiple creatives to start optimizing the very first day of your campaign.
Not a Design Pickle client yet? You can try out the service completely risk-free for 14 days. Visit designpickle.com
to get started!