Our monthly routine is always to go through our client`s campaigns at the end of the month to evaluate them, and also to prepare our usual reports. I was looking at these and started to think:
- we currently run many campaigns, but three of them are for a bigger client. We have spent over £4,000.00 only on these campaigns only.
- based on our reports, the revenue from these campaigns exceeded £35,000.00
- that means almost £9.00 revenue after each £1 spent.
Our clients are happy, especially seeing the figures at the end of the month. But what do you really need to make Facebook ads successful?
A doctor and Facebook ads
We believe, that testing your Facebook ads hugely contributes to its success (Given of course, that there is demand for the product or service).
We have tested more than 100 different ads for those campaigns mentioned above.
It, of course, takes a lot of time and effort, and to be honest, there is not a marketing guru or copywriter who doesn’t get fed up with it by the end, but it all worth it! In the end, your clients will only be looking at results. In this case, the result was to increase the interaction rate from 0,05% up to almost 2%! That is HUGE!
All I wanted to say is, that testing your ads is like going to the doctors. Nobody likes it, but in the end, it is all worth it!
So, what is A/B or split testing?
A/B testing is basically comparing different versions of ads to see which one performs better. But how do you do that?
- Create an ad to start with
- Copy this ad and slightly change it. (You can change the heading, the body text, the image, and so on..)
- Repeat this as many times as you can
- Eliminate bad performing ads
With this method, you can quickly discover the best way to reach your audience. As mentioned in #4, eliminate underperforming ads, and be sure to create better and better versions from your best ones. If there is such as a perfect ad, the way there is through testing.
Not all campaigns will perform well, if
there is no demand, or your offer is weak.
Let`s take a look at John…
John is a usual Facebook user, not at all a tech-savvy person who happens to see an ad about bicycles. As John spent most of his time under tight restrictions, he is now considering a new active hobby and cycling would be just the one he wants to do. He feels a little bit lost as he doesn`t really know anything about bikes. He has done his research but can`t make a decision therefore he clicks on the ad.
He goes to the merchant`s website, and what he sees there… well, everything but not convincing. Bad quality product images give John the wrong idea about the bike itself. The product description is boring, not at all focusing on the product`s quality or advantages. The Add to cart button is almost invisible, and there are no customer reviews available.
Should I say more? John leaves the website without even considering purchasing that bike.
The quality of the content was poor, it didn`t even excite the potential customer who clicked on the ad. I ask, is it worth burning the marketing budget on poorly constructed landing pages (websites)?
I don`t think so.
Let`s try it our way
John is fed up sitting at home for months. He wants to exercise to get rid of some extra kilos that he gained during the lockdown. He clicks on our ad, and there is a clean, informative website.
The product images are high quality, with attention to every detail. The photographer did a very good job.
“The ultimate bicycle to get active again”. What a great title and it doesn`t stop here. The clear description, the many customer reviews, and recommendations are just making this product look even better!
I am not going to go into great details. What do you think John will feel after seeing this?
I believe that he will seriously consider buying that bike.