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Often when marketers say that Facebook ads don\u2019t work for them, they simply haven\u2019t tested enough variables or the right variables to accurately determine what\u2019s working and what to improve.<\/p>\n
They tend to change too many things at once or lose sight of the one specific adjustment that might make the biggest difference in their results. In either instance, it helps to be both strategic and systematic about testing Facebook ads.<\/p>\n
How to Budget for Testing Facebook Ads<\/strong><\/p>\n The budget you allocate to testing Facebook ads depends on a number of factors such as your niche, your product, the market, the type of audiences you\u2019re targeting, and so forth. You should also consider the significance of your results and the cost of your objective as you set your testing budget. To visualize this, you\u2019ll spend more to test ads with a cost per lead of $25, than a cost per lead of $3.<\/p>\n Generally, businesses should start by allocating 10%\u201320% of their full advertising budget for testing and view it as an investment, knowing that it\u2019s unlikely that their first ads will yield great results. However, continuing to run tests over a long period of time allows the advertiser to define what\u2019s working for their brand and increases the ROI on the rest of their ad budget.<\/p>\n A Method for Testing Facebook Ads<\/strong><\/p>\n When you want to test something, create a completely new ad set for testing rather than editing an existing ad set. Making changes to an existing ad set will affect its momentum, and will make it difficult to track changes to the performance data or variables you are testing.<\/p>\n Identify Responsive Audiences<\/strong><\/p>\n Testing Facebook ads starts with creating potential audiences based on different interests, keywords, and targeting. The narrower each audience and their sources are, the more accurate your results will be. Test an ad that you think will perform well across multiple audiences to see which audience responds best.<\/p>\n The number of different audiences and variables that can possibly be tested will greatly depend on the size of your budget. While a large budget ($5000, for instance) allows you to continually test and optimize your ads and your audiences, a smaller budget might limit you to testing against 10\u201320 ad variables with five different audiences.<\/p>\n Assess Facebook Ad Creative Variations<\/strong><\/p>\n Once you determine which audiences provide the best results, the next step is to use those audiences to refine your text and visuals.<\/p>\n Testing text involves variations on headlines, ad copy, and calls to action. Testing creative involves variables such as single images, video, and dynamic elements like carousels.<\/p>\n Because visuals stop people from scrolling through the news feed, Focus the first phase of testing on visuals and then moves to testing longer or shorter versions of text elements.<\/p>\n If you have a limited budget, you should stick with testing 4 or 5 square visuals because that format translates well in ads served on Facebook as well as on Instagram. If you have a larger budget, you can test a greater number of square visuals against horizontal or vertical orientation.<\/p>\n Determine Proper Facebook Ad Placements<\/strong><\/p>\n Those new to Facebook advertising often don\u2019t realize they have the option to test specific placements for their ads. To illustrate, you can place individual ads only on Instagram, only in Stories, only in Facebook Marketplace, or in the right column of Facebook on desktop.<\/p>\n Managing individual ad placement is important because choosing all placements (or Automatic Placement) gives Facebook the authority to funnel too much of your budget into placements you may not have intended to leverage. <\/p>\n After you test ad placements, use the breakdown report to manage how your budget is being funneled into each placement on Facebook, as well as on Instagram and Messenger. Based on what you see, you can easily start and stop ads in different placements without disrupting the ads running elsewhere.<\/p>\n Analyze Test Results to Refine Facebook Ads<\/strong><\/p>\n After setting up some initial tests, the next step is to analyze the results and use this information to further refine your ads. Having a strong naming convention for your ad sets and the differences in the tests help streamline this process.<\/p>\n Release a test ad and allow it to run for at least 3\u20134 days. This duration provides a strong baseline for the ad\u2019s performance. Analyzing the results could take as little as half an hour to an hour, depending on the number of ad sets you\u2019re examining.<\/p>\n Assess Test Results in Facebook Ads Manager<\/strong><\/p>\n Begin by looking at clicks measured on the Performance Chart, which is a default report within Facebook Ads Manager. From there, you can customize the Facebook ad metrics you see by adding standard events or custom conversions to see how far into the customer journey people get. You can also add columns to track return on ad spend and other specific objectives to your report.<\/p>\n As you comb through the data, filtering and sorting brings the best performers to the top of the page quickly and identifies which audiences, placements, and creative to elevate. You can also use this reporting to break down different options (such as age ranges or geographic location) to discover further opportunities for refinement.<\/p>\n Inform and Refine Your Facebook Advertising Results With Google Analytics<\/strong><\/p>\n Facebook doesn\u2019t always report leads and attributions correctly and has been known to over-report in certain cases. To double-check your results, you can use Google Analytics and Google UTM tags to accurately determine which of your ads are actually driving the actions and conversions your brand wants to see.<\/p>\n In some cases, Google Analytics goes even further by providing information Facebook isn\u2019t currently capable of providing. This includes advanced metrics such as Time on Page\u2014which reports how much time users spend interacting with your site, and the ability to compare user behavior differences between ads seen on mobile and desktop.<\/p>\n For example, if people who click through on your ads from desktop spend more time on your landing page than people who click through from mobile, you might consider putting more of your budget behind desktop placement.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”About Nelsonecom” _builder_version=”4.8.1″ _module_preset=”default”]<\/p>\n About Nelsonecom<\/strong><\/a> [\/et_pb_text][et_pb_video src=”https:\/\/www.youtube.com\/watch?v=LZJzog3vJE4″ _builder_version=”4.8.1″ _module_preset=”default”][\/et_pb_video][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" Want better results from your Facebook ads? Wondering how to split test your ads? Testing lets advertisers uncover what works best for their ads so they can iterate on that to generate more business or increase their leads\u2014getting better results for less money. Ready To Super Charge Your Website With High Quality Traffic? Let Nelsonecom […]<\/p>\n","protected":false},"author":8,"featured_media":4171,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":" We examined all, along with the granddaddy, Skype, which started the video chat explosion back in 2003 and WebEx, which used to only be available for a fee, but now has a free tier.<\/p> No other app has been pushed as aggressively this year. There's an extensive TV campaign touting how Meet, which formerly charged a subscription, is now 100% free through Sept. 30. (Google has decided to keep it free forever, with paid upgrades for subscribers of the G Suite.)<\/p> And beyond the airwaves, Google has looked to make Meet a daily staple for Google users, by inserting tabs within Gmail, the most popular e-mail program, to start or join a Google Meet.<\/p> Compared to Zoom, Meet is very much of a bare-bones app. You can connect to people for a video meet, and have up to 100 in the room. The silly bonus features seen on Zoom of adding a blurry background to your image are not there. You can share your screen, as with Zoom, and access different cameras or microphones. However, you can't record the call, something Zoom and other programs allow, unless you're a paid subscribers to G Suite.<\/p> Tools like background blur, whiteboarding and hand raising are features Google says are \"coming soon.\"<\/p> Meet's best feature, however, is maddening. Google will display a transcript of your call, in real time, and it gets the words pretty much right on. Fantastic! But does it offer translation for those speaking in different languages? Nope.<\/p> Can you download the transcript afterwards to have notes of the meeting? Nope to that, too.<\/p> With Zoom, there are hundreds of third-party apps that enhance the experience, including building transcriptions and translations, from the apps Otter.ai and Lingmo.)<\/p> Google limits the amount of time you can chat for free to one hour. Zoom allows 40 minutes.<\/p> An app aimed at enterprise has stepped up to the plate during the pandemic by offering its services for free. WebEx doesn't charge you for meetings of up to 50 minutes, with as many as 100 people in the room. For features like higher-resolution video recordings saved to the cloud and longer meetings, rates start at $13.50 monthly.<\/p> Rate: 3.5 stars. WebEx is just as easy to connect to as Zoom is, and it gets a brownie point for a cleaner, less cluttered menu with an easier to read \"Mute\" button front and center. That should help some audio-challenged attendees and make it easier for the rest ofus to hear what's being said on the meetings. This is the app that popularized video chat, especially for free communication (Skype to Skype calls) with loved ones overseas, and it still offers all that. But the neglect from corporate owner Microsoft, and emphasis on Teams (see below), perhaps explains why Skype isn't even in the top 50 rankings on the iOS and Google Play charts.<\/p> Skype's problem has always been that it was buggy. You could only initiate a chat with someone if they connected with you first and became a member of your contacts. And both parties had to download the hefty Skype app.<\/p> This remains true today, but Skype now has a Zoom-like \"instant meeting\" feature that lets people connect to you without downloads or registration. This usually works, until it doesn't. Just ask my brother, who couldn't see me on his screen when we tested it this week.<\/p> Teams is not just a video conference program but an element of a huge Microsoft business messaging app aimed at enterprise. Anyone with a Microsoft account can use Teams and have as many as 50 people on a video meeting. What you can't do for free: use Teams to make audio calls to others in your organization or have much storage space for sharing photos and videos. Pro memberships start at $5 monthly.<\/p> Setting up video meets with people within your organization is relatively simple. Just find the person (or persons by adding them to the conversation) and click the video call button.<\/p> But going outside your corporate \"team\" \u2013 if you're using the program at work to connect with people who don't work for your organization \u2013 can sound awfully convoluted with Microsoft-required administrator permissions.<\/p> A better idea. Just go to the Calendar or Meeting section of the app and invite someone. It works rather easily, but with caveats. There will be no meeting held if you use Apple's Safari browser, and if you opt for Firefox instead, you'll get a meeting that can only be held via chat, sans video and audio. Microsoft would prefer you to download their app to make it work instead.<\/p> Facebook would like this private meeting room to be considered a \"Zoom Killer,\" but the reality is, it's still Facebook, where the first choice, after you've selected your meeting room, is to put the video on your timeline for everyone to see and join.<\/p> So that pretty much knocks out educators and enterprise.<\/p>What are you searching for?<\/em><\/h4>\n
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By helping clients understand digital communications and media we work together to effectively use and leverage the power of the Internet for their business objectives. This could be for sales, transactions, lead prospecting, building awareness, and more. We do both search engine optimization (SEO) and search engine marketing (SEM). Visual design, strategic digital communications and marketing, usability engineering, podcasting, and video are some of the services we offer. Others include eBusiness solutions, transactional processes, and digital media. We also monitor our clients’ sites analytics and make content, navigation, and other visual design recommendations. Our clients include small and medium successful offline businesses for whom we develop and use the online world as a part of their future success. Their industries include health, medical, politics, manufacturing, retail, financial, legal, restaurants, gaming, sports, water filtration, real estate, non-profit, and newly financed start-up ventures. In addition, we form partnerships with particular businesses to sell their products and or services online and via digital media.<\/p>\nWith stay-at-home remote work and learning the new norm during this pandemic, what were people supposed to do?<\/h2>
We took a good hard at four competitors this week, which all offer tiers of free service. Zoom is still far and away the most popular of all of them, top-ranked on Apple and Google's app store download chart, along with Messenger (No. 10), Microsoft Teams (No. 14) and Google Meet (No. 15).<\/h3>
Google Meet<\/strong><\/h4>
Webex Meetings<\/h4>
Amazon Prime, Walmart+, Instacart and Shipt: The perks, costs and how membership programs<\/p>Skype<\/h4>
Microsoft Teams<\/h4>
Messenger Meeting Rooms<\/h4>
What are you searching for?<\/h4>
Need Page One Listings? Let Nelsonecom Help You With Search Engine Optimization And Marketing.<\/a><\/h3>