Split Testing Facebook Ads 101

A/B testing, or split testing, can be a powerful way to test variables in your Facebook Ad campaign. Although there are strategies for when and when not to split test, I will only be discussing HOW to split test in this post.

Step 1: Turn on split testing. Facebook has added a split testing feature that makes the process super simple. Facebook will automatically force both ads to spend the same budget and have similar impressions while using two totally different audiences.


Next Facebook will present you with a pop-up containing a quick synopsis of split testing.


Step 2: Choose the variable you would like to test. In split testing, you only change one variable at a time in order to clearly produce reliable results. You can test either creative, delivery optimization, audience, or placement. You can only choose one variable as not to contaminate the data. If you are looking for advanced testing and need multiple variables, research Multivariate Facebook Ad testing.


From here, your interface depends entirely on whatever variable you chose. However, no matter the variable you will have two customization screens and can add as many ads as you would like.

Quick note:  Be intentional in your reason for split testing. Don’t just split test for the fun of it as it may not result in as large of a reach or results. However, if you have a goal and strategy, it is very valuable!

Quick note #2: Depending on your ad objective the following options regarding testing your variables may be limited.

Variables explained:

Creative - Here is where you can split test ad creative (images) and copy (text). Try different headlines and calls to action. For example, you could test two different images against each other.

Delivery Optimization - Here you can test optimizing ads through link clicks, landing page views, impressions, or daily unique reach against each other. You can also test your bid strategy when you get charged, and delivery type (standard vs. accelerated).

Audience - Here you can change your targeting. This varies from age and gender to locations and interests.

Placement -  Here you can test automatic placements vs. custom placements or custom placements against each other. Placements is where your ad will appear (Facebook news feed, Facebook marketplace, Instagram stories, etc.)

Step 3: Finish setting up your ad and publish. If this is your first time creating Facebook ads, or you are looking for a refresher check out my Step-by-Step Guide to Creating a Facebook Ad.

Kayla SanoyComment