Split Testing Playbook: Standard

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What is the Split Testing Playbook?

There are a LOT of different ways to set up your Facebook ads! We get questions all the time, like “Which headline should I use?” or… “What color should the image be for my ad?” or… “What is the best text to use above an image?”The truth is, to consistently run successful and profitable Facebook campaigns, you need to TEST all these variables. If you aren’t an “expert” with split testing or Facebook ads in general, knowing the best way to do this can be difficult and confusing.

With the Split Testing Playbook, we hand you step by step strategies on how to split test your Facebook ads. You’ll get access to 27 over-the-shoulder videos, explaining the blueprint you can swipe and copy on every new Facebook campaign you set up.

Just test your ads like we show you, and let the results speak for themselves!

A Complete Strategy For Testing Your Ads and Finding Winners

Properly split testing your ads means testing different interests, images, text, headlines, and more. Inside the Split Testing Playbook, we cover every piece of this process for you. Here’s some of what you’ll learn:

Campaign Construction

Split testing is great, but it can get messy if you don’t know what you’re doing. It all starts with setting up your campaigns right, so your ad sets and ads are easily organized and your winners can stick out like a sore thumb. Here’s what’s inside:Testing Campaign Objectives – Get this wrong and your campaigns will be a mess.

Structuring Your Ad Sets – Learn the right way to set your ad sets up, so you truly know where your WINNERS come from.

Structuring Your Ads  – There’s a big myth about putting more than one ad into an ad set. We bust that myth and discuss the right way to set your ads up inside a campaign.

Audience Examination

Go too narrow and you don’t give yourself a chance. Go too broad, and you risk wasting money. We’ll show you 8 different audience segments you can split test against one another to find winning ad sets quickly. Here’s what else you’ll learn:

Grouping Interests vs. Testing Individually – Get the scoop on the best way to setup interests in your ad set, and when to group them together and when to separate them.

Testing Different Audience Segments – Just doing this one thing alone can drastically improve your Facebook campaigns. Learn how to do it RIGHT.

Split Testing Lookalike Audiences  – Think all Lookalike Audiences are created equal? Think again!

Split Testing Gender – This can be a giant waste of time if you don’t know the right times to use it.

Split Testing Age – Ever checked your ad reports and seen a certain age was converting well, then you created an ad just to that age group and it flopped? I’ll tell you why…

Testing Bid Types – If you know the right situations to use this strategy, you’ll see HUGE ROI on your campaigns.

Placement Experimentation

If you’re grouping all your placements together or worse, not even testing different ones, you might be leaving money on the table. We’ll break down how to split test your placements, and even reveal a little nugget about Right Hand Side ads you’ve probably never heard before. Here’s what’s inside:The Truth About Mobile – Yes it’s true…mobile is KING. But it does have its limitations as well…

Audience Network & Instagram – Ever wonder if these two placements are worth using, and if so, how? I share exactly what’s working for myself and my customers.

2 Ways to Test Placements  – In the majority of cases, split testing placements is a waste of time. I share the 2 times it’s actually worth doing.

What Works For Right Hand Side Ads – RHS ads get a bad rep, but they can bring you amazing ROI if you know the right situations to use them. I’ll tell you all about it in this video.

Ad Scramble

Combining the right images with the right text is a sure recipe for success. But to find that winning combination, you need to split test. We’ll show you the easiest way to do that, and even give you some examples you can swipe. Here’s what else you’ll learn:

Photo Post v. Link Ad v. Video Ad – I’ll break down the different elements of each when it comes to split testing.

Testing Photo Post Images – Watch over-the-shoulder as I show you what I look for when split testing photo post images for my ads.

Testing Link Ad Images  – Just like above, I show you what I look for when split testing images again…but this time for link ads.

Testing Text On a Photo Post – I’ll show you the different types of ad copy you can test on a photo post to really give yourself the best chance at finding a winner.

Testing Text On a Link Ad – This time, we’ll cover the different types of ad copy you can use on a link ad!

Testing Headlines On a Link Ad – Your headline can make or break your ad, and I’ll show you a sneaky way to take one headline, and use it two different ways to find the best results.

Split Testing Formulas

Inside this section, I’ll break down how to tie everything together. Here’s what’s inside:The Photo Post “Formula” – I’ll break down how I tie everything together for a photo post, from the campaign, to the ad sets, to the ads, so you have a crystal clear picture of how to split test from start to finish.

The Link Ad “Formula” – I’ll show you an easy way to organize your link ads from start to finish, so you can split test elements from the ad copy, to the image, to the headline…without getting confused.

The Video Ad “Formula”  – In this video, I talk about video ads, the an easy-to-remember formula you can use to split test them starting today.

Assessing Results

So you’ve done on this work to learn split testing, now what? I’ll tell you how to properly assess your results. You’ll learn:

The 72 Hour Rule – Do NOT break this rule…if you do, you risk making poor judgements on your campaigns.

The One Way to Know if it’s Working – It all boils down to this when deciding whether or not your split test is a success…

Working Backwards  – When looking at your split test results, you’ve got to start at the end and work your way backwards. Otherwise, the data will be skewed…I’ll show you what I mean.

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