May 14, 2019
How Facebook’s Upcoming Privacy Changes Will Impact Advertisers
So you’ve written your Facebook ad copy—congrats! Figuring out how to succinctly draw on your unique selling propositions to bring in ideal customers is no easy feat. Now the question becomes, what do you do after your Facebook ad copy has launched?
You may think you know what type of Facebook ad copy works best for each type of consumer. However, you don’t actually know until you run a test and have the performance results to prove it. Testing different types of ad copy enables you to find the best message that compels your target audience to click through to your site and ultimately purchase.
When it comes to Facebook ad testing, be sure to isolate the ad component that is being tested. If possible, you should test the ads with new creative components against an ad that has already gathered data in the campaign. Facebook ad testing is a continuous process, so you’ll want to make sure you’re regularly checking on your data and trying new copy.
How should you determine winning ad copy versus underperforming ad copy? Before launching your Facebook ads with your stellar ad copy, it is important to establish key performance indicator goals as a baseline for strong performance. Depending on the company and business model, KPI goals will typically be ROI or CPA. These are the primary metrics we look to when assessing ad copy tests.
While ROI/CPA help you understand which Facebook ad copy performs the best, there are also secondary metrics to consider to help you determine the strongest performing ad copy: clickthrough rate, conversion rate, revenue, conversions, and relevance score.
Specifically, CTR illustrates which body, headline, or description grabs the most attention. CVR shows which body, headline, description results in actual conversions. While these two metrics are important, you’ll likely prioritize assessing ad copy performance based on the volume of revenue and conversions these ads drive, along with ROI or CPA – depending on if you have a volume or efficiency goal. If the results are unclear based on ROI/CPA, then we recommend utilizing CTR and CVR to help illuminate ad copy performance.
Lastly, Facebook relevance score refers to copy (and creative) that generally drives more clicks, shares, likes, and positive reactions. This means that Facebook will deliver this ad with greater scale and at a lower price.
Putting these metrics into action, let’s say you are running an ad copy test for a promo period, testing non-promo vs. promo language, and you have an efficiency goal of a 3 ROI. With two weeks of data, “Experience the most comfortable shoes ever!” has a 5 ROI and 10 purchases, whereas “Take 20% off your next purchase!” has a 2.5 ROI and 35 purchases. Since you have an efficiency goal, the non-promo body copy with the higher ROI is the winner here.
You can break down performance results by body text, headline text, and description text by exporting Facebook data and creating a pivot table. Additionally, you should analyze the performance differences between your ads to determine if those differences are statistically significant.
Let the data help you with your creative copy decisions, and you will continue to drive strong Facebook advertising performance. For more help on Facebook optimizations, contact our team.