Run PPC A/B tests to see what works

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Optimizing Facebook ads is great in theory, but how do you know what’s working? The trick is to use A/B testing to determine effectiveness. Run different versions of your ads to see which ones perform better. Start with a wide net, then start narrowing it. For example, you might test an ad with long copy versus an ad with one sentence of copy. Figure out which one works best, and then use that format. You can then experiment with different wording or images to see if you can boost conversions even more . The idea is to continually test and refine your PPC campaign until you find a formula that works.

landing page continuity for facebook ppc
There are a few things you need to do to ensure your A/B testing is adequate. Here are a few:

Change only one element of your ad in each test. If you change multiple factors, you won't know which change produced the best results.
Run your ads long enough to facebook database see significant results. Otherwise, single conversions can significantly impact your results. Facebook recommends running tests for at least four days.
Use the same audience for all ad variations.
You can also use any data from previous tests to influence future campaigns.

Ensuring a seamless user experience
Have you ever clicked on a Facebook ad only to be taken to a page that says the item is sold out? This is a waste of the user’s time and a waste of the company’s online advertising budget. Another annoying Facebook ad is when you click on an offer only to be taken to a generic page with the relevant content buried at the bottom. It’s important to direct customers to a page that’s relevant to the ad they clicked on. To do this, create landing pages for all the offers in your PPC campaign . Make sure the customer sees a headline or image detailing the next step. Then, deliver on the promise of the ad. Below is a great example of this in action from Freshbooks: The Facebook ad and landing page use the same image, color scheme, and wording. The offer is the same one the company was promoting on Facebook.