Testing ad variations on Facebook is a must in any ad campaign. By running several different ads against each other you can find the ones that work on your audience and get rid of those that aren’t converting. The key is to keep these tests going all the time as small improvements will add up and help you increase your average cost per conversion over time.

The main goal of most ad campaigns is to attract sales which is why the most important ad metric you should look at when analyzing results is your cost-per-conversion. This will tell you how much it costs you to turn a prospect into a lead and then ultimately a customer. Vanity metrics such as click-through rates are also important to take into account but they should never be the sole reason you are comparing results.

A/B Testing

To achieve valid test results, it’s recommended that you only compare two or more ad variations at a time. This will give you the best chance of identifying which variables are driving results and avoid a potential issue with Facebook’s auto-optimization.

If you use the same ad set to run multiple ad variants at once, Facebook will start serving the ad with the highest CTR. This may result in your other ad variants not being served to your audience and skewing your test results.

Alternatively, you can create a separate ad set for each ad variation and run them simultaneously. This will ensure that your audience doesn’t get saturated with ads and will allow you to see a true comparison of the results.