What is Facebook Experiments Advertising Lab?

Facebook's Experiments ad lab is a new feature in Business Manager that allows advertisers to set up ad tests at no additional cost. According to Facebook, Tests combines tests, formerly Test and Learn and Split Testing, to allow marketers to test A/B tests of events in one place, measuring conversion rates and brand incremental improvements.

The Advertising Lab has three options for advertisers:

• A/B Test split comparison test
• Holdout Test control test
• Brand Survey Brand Survey

Notes before running Facebook's advertising lab

Before setting up your first experiment, there are some things worth noting.

As with other tests, you want to run experiment as close to normal as possible, choosing as stable and close to normal time of year as possible. Avoiding the likely surge in Black Friday, holidays, and other competition, with a sharp increase in time for testing, can reduce the accuracy of test results.

Create a new Facebook ad to run experiment to iterate based on the results you see. Don't waste time and energy on ads that have already had the best results.

To reduce the chance of testing and data overlapping, run only one experiment at a time. Think about what you want to test and what business goals you want to achieve with Facebook ads. Make an idea to test with one of the test types.

Once you're creating your ad, navigate to the Experiment tool. In the latest version of Business Manager, you can find the Experiments tab under Analyze and Report in the menu bar.

As a reminder, tests can increase CPM costs because experiments can split the target audience into multiple test groups.

After determining what you want to test and the best time to run experiments, think about which test is most effective.

1. Set up A/B Test with Facebook's advertising lab

The A/B test is a good way to compare the performance of two or more versions of ad, image, audience, or ad target. An A/B test selects only one variable, otherwise the test results will be inaccurate.

First, determine whether you want to test your paper, ideas, audience, or advertising goals. Make sure your ads have the same budget and run for the same length of time.

Tip: Test big variables first, such as what type of idea works better than small ones, such as different shirt colors in a picture. Iterate and narrow your tests over time.

Create two or more ads, all of which are the same except for the variables you want to test. For example, if you're testing two different ideas and creating two ads, the goal is to optimize the conversion rate of your purchases. Each campaign is targeted at the same 1% similar audience and has a daily budget of $50.

The ideas for the two ads are different, as shown below, the first is a picture, a tequila-themed water bottle on the beach at sunset, and the second is a video, a water bottle video featuring different wines. The two ads have exactly the same text.

Once you've created an ad with only one variable, you're ready to start the A/B test. Go to the Exceliments section of Business Manager and click on the "Start Testing" button under the A/B test.

On the Test Details page, add two ads to Campaign 1 and Campaign 2 boxes, respectively. If you want to test more than two ads, click the Test Another Campaign option to add.

Next, select the start date of the A/B test. Note that tests cannot run for more than 30 days.

Name the A/B test clearly so that others on your team can save time when they want to see the results.

Next, select the criteria for A/B test winning ads.

• Cost per Result measures the results selected in your Key Matirc menu and which is cheaper. The menu has a number of options, including CPC and CPP.
• Cost per Conversion Lift creates a 10% control group that is the one in which Facebook doesn't show your ads to your target audience. Facebook compares the control group to people who have seen the ad to measure the impact of your ad on each audience.

In this example, select Cost per Result and set the key metric to Cost per Result to test your ad goal, which is to optimize conversion rates for purchases.

After selecting the criteria, the FB recommends that Estimated Test Power (estimated statistically effective) exceed 80%. Higher statistical efficacy ensures the effectiveness of the A/B test and produces accurate results. If the value is too low, you'll need to increase your budget or extend your test time.

Once the A/B test is set up, click the Review Test Details button and double-check all A/B test details. Once everything is correct, click Creative Test to start the first experiment.

You will then jump to the results bar of the Exceliments tool. Here you can see the tests you are running now and before, including the A/B tests you just created.

The A/B test will take some time before it starts. At the beginning of the experiment, the data starts to be entered and you can click on the test to see the results.

At the end of the test, Facebook clearly marks the winning ad and displays the confidence of the test results. The confidence score refers to how likely it is to get the same test results if you run the test again. For A/B tests, a confidence level of 65% or more is statistically reliable.

Running the A/B test is a good way to determine what you should double your use in your advertising strategy. Constantly test and compare different ideas, essays, audiences, and more to find out what resonates best with your target customers. Again, start with a large variable and then iterate and narrow over time.

2, the use of advertising laboratory settings control test.

If you want to compare people who see ads with people who don't, a control test is the best choice.

In the control test, 10 percent of the target audience did not see your ad, and Facebook compared the results of that segment of the audience to the audience who saw the ad. By comparing ads with other marketing methods, you can see how ads affect conversion rates.

To create a control test, you can find the Experiments tool and click the Get Started button in Holdout Test.

Then select what you want to test, and you have the following options against the test:

• Account - Test all the ads you're running
• Campaign Group - Test some of the ads you combine
• Campaign - Test selected ads

In this example, select Campaign Group to test the positive impact of new campaigns on target audience conversion rates.

Name your ad group clearly and select the ads you want to include in the group. Then select the start date to name the control test.

Swipe down the page to select the various conversion items to be measured against the test. You can select up to 10 conversion items and see the conversion incremental results in the Results tab.

Select conversion projects that are relevant to your business goals. If you're in e-commerce, you might choose the following conversions because they relate to the sales process:

Once you're selecting a conversion item, click the Review Test Details button. Make sure the control test is correct, and then click the Creative Test button to start the test.

You can then see the control test on the Results tab of the Excelments tool.

Once you've collected 100 selected conversion events, you'll see the results of the control test in the Results bar of the Excelments tool. Click on the test to see the results.

In the left column, you can select different conversion project indicators to display the results of the control test.

A control test lets you know the extent to which your ad motivates people to take action.

3, through the Facebook advertising lab to carry out brand research

Brand surveys measure the increase in branding after a Facebook ad is placed. This test is designed for large ad accounts that have spent $10,000 or more in the last 90 days. Use brand surveys to see if your ads increase brand awareness and brand recall among your target audience.

Brand survey tests must run for at least 30 days and cost at least $30,000. The test also had a control group to compare the validity of the results.

To create a brand survey, you can click the Get Started button in the Brand Survey bar in the Exceliments tool.

Then decide whether the brand survey is for your entire ad account, an ad group, or a single ad. Then select the region and vertical (industry). Select the appropriate vertical area to compare the percentage of brand increment to the industry average.

Select the start date to clearly name the brand survey.

Then scroll down the page to select the question you want to ask. Note that Facebook requires you to create a survey question for Standard Ad Recall (Standard Ad Recall), and you can choose to add two more questions.

Preview the problem to make sure everything is working, then scroll down to select another question.

Once you've set up your voting questions, scroll down and click the slider under Switch Events to measure brand increments for various conversion items, which won't affect your brand survey results. That way, you'll have more data to see if brand surveys have increased conversion rates.

Once you're set up your brand survey, click the Review Test Details button. If the details of the test are correct, you can start the brand survey by clicking the Creative Test button.

As with other tests using the Facebook Tests tool, metrics can be seen in the Results tab after you create a brand survey. Brand survey confidence is more than 90%, statistically reliable.

For larger brands, brand surveys are ideal if they want to understand the impact of ads on brand awareness and brand memories, and it can see if your ads are impressive and resonate.

Conclusion.

Before you run the tests, make sure that you have identified your business goals and what you want to achieve through the tests. Run A/B tests, control tests, or brand surveys using the Experiments tool, then review the test results and take action based on the data displayed to continuously improve and test.

You know, everyone's advertising spend is different, and there's no right answer. You can get inspiration from others and test them, but know that their results are not easy to replicate. Testing is important, and by testing, you can see what's right for your business and potential customers.

The writer: TONY CHRISTENSEN

Compilation: Titanium dynamic technology

Titanium (Tec-Do)Global enterprise service companies based on big data and business intelligence, customer demand-oriented, through business intelligence technology and customized services, the integration of a large number of global supplier resources, to achieve the global growth of customer demand.