Four Ways To Split-Test Your Facebook Ads

Can I ask you a question? …

Do you split-test your Facebook ads?

Now, answer honestly, because I believe that the majority of people don’t.

Rather than going with raw-numbers, data and results; they base their adverts on their personal opinions.

What if I told you that some smart split-testing would allow you to double, triple or even quadruple the results that you’re getting from Facebook?

That would get your attention, wouldn’t it?

Well, in this blog post, I’m going to explain everything you need to know about split-testing your Facebook ads and I’m going to cover four of my favourite elements (please note there are lots of others these are just my top four!) that you can start testing today.

But before we dive in, let’s look at what a split-test actually is.

It’s rather basic if I’m honest (often overcomplicated by gimmicky marketing “gurus”) – you’re simply comparing your current advert (controlled) to a replica ad with a one variable changed (variation).

For example …

The advert that you’ve successfully be running for the past few weeks, replicate it and simply change the ad image to something different.

Run both the ads at the same budget and then compare the results after seven days.

You may find that the advert with the new ad image is getting more clicks and conversions.

That then becomes your controlled advert, you replicate it and make a further amendment and test again.

Now, you’re probably thinking that it’s a waste of time – you know your audience and you feel that you know what they respond to, right?


Let me tell you, I work with Facebook ads A LOT and what people actually respond to surprises me often.

So, with that said, let’s look at what variables we can split-test?

Let’s start with the first one and debatably the variable that makes the biggest difference to your results.

#1 – Split-Testing Your Image

The image is key to your Facebook campaign as it’s the first thing that the user sees and depending on the image, they make the decision to read your copy.

So you need to ensure that it captures the attention of your audience.

The strange thing is, what you expect to work often doesn’t.

Which means that you shouldn’t rule out anything out.

There are a few different elements of your image that you can look to change.


The psychology of colour is an interesting subject – my good friend Dee Woodward (design genius) covers this topic HERE.

But simply …

Different colours result in different emotions and catch attention in different ways.

So, testing some different colours within your advert can work very well.


For example, from my experience blue images don’t stand out (because of Facebook’s blue/white colour scheme) which often results in a lower number of clicks compared to other brighter colours.

Include Faces

As humans, we have an in-built facial recognition system, which means that our eyes are always attracted to faces.

This means that faces within ad images work particularly well.

Especially if they’re good-looking, smiling or doing something interesting.

Whether that’s somebody working out, a picture of yourself looking particularly lean or a comedy gym fail.

This one worked brilliantly:


#2 – Split-Testing Your Copy

There are two different pieces of copy that you can include in your advert.


There’s your headline and body copy.

Each play a vital role in your adverts success, let’s look at all three.


Your 25-character headline is the most vital piece of copy for capturing users attention.

Now, I don’t want to turn this into a blog post all about writing compelling headlines – but I want to give you my favourite formula.

[Benefit] Without [Objection]

A couple of examples …

Get a Hollywood Physique Without Living In The Gym
Drop a Dress Size Without Cutting Out Your Favourite Foods

Get the idea?

I also like to explain what they’re getting within the headline, for example.

“FREE REPORT: Drop a Dress Size Without Cutting Out Your Favourite Foods”

Does that make sense?

The Body Copy

This space allows you to explain the user will receive in more detail.

Remember, this has two jobs.

  • To pre-position and pre-sell your opt-in
  • To build enough curiosity to get the click

So, you need to be clear on what the prospect will get when they click the link, ensuring that it’s congruent with the headline and image.

You can then use “open-loop” copywriting techniques to peak interest and persuade the user to click your advert.

The best way to do this is by understanding your audience, targeting them well and knowing how to scratch their itch.

What do your audience want? What do they secretly desire?

If you know that, you can structure copy that they can’t ignore.

#3 – Split-Test Your Call-To-Action

As we’ve recently covered, you now have the option to add a call-to-action to your advert.

These sit in the bottom left hand corner and look like a small button.

Your options are:


By adding a different call-to-action, you might find that your conversions/clicks increase or decrease.

A simple one is adding the ‘Download’ call-to-action to an advert if it’s driving traffic to an opt-in page.

Especially if you had something more “salesy” beforehand like ‘Sign-Up’ or ‘Shop Now.’

#4 – Split-Test Your Ad Placement

This is one that I’ve been playing with a lot.

You see, when you dissect your historic results – you can see where your conversions have come from.

Desktop Vs. Mobile

In my recent experience, mobile has taken over desktop.

Which means that unless your landing pages / sales pages aren’t mobile-friendly (or at least are easy to use on mobile), then you’re flushing ad spend down the toilet.


With ad placement, you can choose where you’d like to show your adverts with your options being:

  • Mobile Newsfeed
  • Right Column
  • Audience Network
  • Desktop Newsfeed
  • Instagram

You can choose one or all four, but they need heavily split-testing and reviewing or you may be losing out on a lot of leads.

Now, from experience – I use ‘Right Column’ for all my retargeting and older washed-up campaigns and for more important/newer campaigns, I dedicate the newsfeed to them.

You need to find what’s right for you and the only way is testing.

Over To You …

So, now you understand what to do and where to start … what’s holding you back?

You’ll increase your results, that’s a promise.

It’s impossible to not.

But if you’re feeling a bit lost, a bit confused but know this is something that you should be doing … then don’t worry.

You see, I may be able to help you.

If you feel like your business is stuck in a bit of a rut and you would benefit from my teams expertise and support then you can apply for a free strategy session by heading to:

Until next week,
Emma x




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