– So what do Facebook ads and “The Hunger Games” have anything to do with each other? It all comes down to testing. I'm Claire Pelletreau, Instagram and Facebook ad expert, and whenever my students, my clients, or my friends come to me and say, “So, what should I focus “my Facebook ad budget on? “What should I promote first,” I just say, “Why don't you let the ads fight it out in the arena,” 'cause that's what the algorithm is gonna do.
If you run Facebook ads to two separate opt-ins, let's say two different lead magnets. I've got one for ad copy and one for audience targeting. If I show those different ads to the same audience, then Facebook is going to tell me which one gets me the best cost per lead, or which one ends up getting me the best quality subscribers in terms of purchases later, in terms of ROI.
So you can do this in two ways. You can either take one campaign, one ad set, and two ads, put them together, you do not use Dynamic Creative for this, and you just say, “Go Facebook. “Go spend the budget, go put both of those ads in the arena, “and then let them fight it out together.” What Facebook does is it starts showing both ads semi equally, at least in the very beginning. It starts showing them to your target audience. But, very quickly, one of them comes out in the lead, and Facebook starts to put all of your budget or most of your budget at least, behind that winning ad. That's the one that's gonna win at the end of “The Hunger Games.”
So that's not a statistically significant test at all, because one of those ads is gonna get most of your budget, it's gonna get seen by way more people, but it probably is the best way to get your cheapest possible sign-ups, just by letting the two ads fight it out in the algorithm arena. The other way to do it is to actually use Facebook's split test functionality.
So what you do is you create a campaign, you take one ad set with one audience, you do not use campaign budget optimization, and if you've only got one ad set, then you wouldn't anyway. But then you put one ad, let's say for me it's the how to write your ad copy lead magnet. I put together an ad for that in one ad set with one audience, and I hit publish, and the ads start running. Then, as soon as the ads are running, so once they've gone through the approval process, you can select that ad set and then hit duplicate, and when you're duplicating it, you select the split test feature.
What that's gonna do, is Facebook's gonna take your entire audience, let's say there's a million people in the audience, and they're going to show one ad, your original ad, to 500,000 people, to half of that audience, and then the other half of that audience, they're going to show this other ad. So you don't change anything at the ad set level. Simply select the split test, and make sure your budget is the same in each one. But then, at the ad level of this new split test ad set, you're going to change out the ad, and I would put together an ad for my who to target with your Facebook ad lead magnet. So then we have a much more statistically significant test. Facebook is gonna spend the same amount of money. Most likely the ads are going to get the same general number of impressions, and then you'll really be able to see, like okay, we spent the same amount of money, same number of impressions, this one is getting me the best results.
But it's a little more fair, and therefore, something that you can rely on as being real. Kind of like we took two tributes from District One who both have like more or less the same chances of winning “The Hunger Games,” and we put them in the arena together. Compared to like somebody from District One, and somebody from District 12. The chances are just not that fair. That's what happens when you put them both in the same ad set and you say, “Battle it out guys.” One is gonna be the very clear winner.
You will probably see a clear winner with both of these tactics, but the second one is gonna be a little more statistically significant, but your costs per lead might be higher. So it's just something to keep in mind. I like to do, for people who are just starting, or they just wanna know, “What do my people “care about the most? “What do they need help with the most?” I say one ad set, both ads in the same thing and let 'em fight it out, cool? If you have any questions about that, definitely let me know in the comments below, and if you haven't subscribed yet, make sure you hit that button so that you get notified as soon as I come out with more strategies, tutorials, tips, and tricks, and all that jazz.
Cool? Thanks so much for watching!.