FACEBOOK is rolling out a new feature to help business with testing THEIR ads.
Test and Learn allows you to easily create advertising tests that help you find the strategies that work best for your business. Just pick a question and we’ll help you set up the right test to answer it.
After the major update on new Facebook news update, Facebook is rolling out a new feature in ad manager to help out companies. In this new feature which is called “Test & learn” you can get the better insight on how your ad is working and even compare them.
Now, you might be wondering how different is it from checking the conversions on your ad manager?
Don’t worry it is way different from just checking your conversions or clicks.
But first, lets see how you can actually go to this new Test & learn feature.
OVERVIEW of Test & Learn –
To get access to “Test & learn”, you can find it under your Measure & report tab menu.
To let you know, there are currently two options provided to you by Facebook. More questions might be added to this tool after more testing completed by Facebook.
So, the two questions provided to you
1. Campaign Comparison Test
2. Account Test
Campaign Comparison Test allows you to test two campaign to determine which campaign suits you better and which one has a lower cost.
I know you might feel this is something we can check without this new tool but trust me it is way more complicated than this.
This new tool provides conversion lift measurement and lets see how does it work.
This new tool provides us 2 different test group and 2 different control group.
1. Test Group 1: Sample of people who saw your post from 1st campaign during the test period.
2. Test Group 2: Sample of people who saw your post from 2nd campaign during the test period.
3. Control Group 1: Sample of people who were held back from seeing your 1st campaign during the test period from your target audience.
4. Control Group 2: Sample of people who were held back from seeing your 2nd campaign during the test period from your target audience.
Facebook then compares test group from a control group of their respective campaign and calculate the conversion lift.
It is different from ad manager conversion report as in regular conversion report you can only determine how many conversions you got within 28 days of ad clicks.
But this new tool will provide you a brief information on how many conversion you got from people who saw your ad, and from who didn’t saw your ad. Maybe someone saw your ad and got converted later than the day. Conversion reports don’t account for these situations. This test will.
Ad Account Test is similar to campaign comparison test, just that you can only check the conversion lift of the ads from your entire account ad.
This new tool provides us 1 test group and 1 control group.
1. Test Group 1: Sample of people who saw your ads from your entire account ad.
2. Control Group 1: Sample of people who were held back from seeing your ads from your entire account ad in your target audience.
Facebook then compares the number of conversions that result from both groups and calculate the conversion lift.
How this will actually help you?
The test of the advertising account can help you to understand the general state of your advertising. Your ads are currently generating revenue. But these sales would have been done without your advertising? What is the lift? If you find your lift or ROA is unacceptable, you’ll need to test each campaign to improve the results.