How to Split Test your Facebook Ads to Lower your CPC? - Hernan Vazquez

Hey guys, what's up? Hernan Vazquez here. On this video, I'm going to show you how to split test your Facebook ads like a real badass. Hey guys, what's up? Hernan Vazquez here. Welcome to another video, and thank you once again for the support that you guys have been giving me for this channel. I know that the videos are unprofessional. I curse. From time to time. I was about to say that I fart from time to time, but that wasn't like really the aim of this video. But anyways, you guys have been giving me a ton of support lately, and you know, I really appreciate that. I really appreciate that, and I hope that I really help your online business moving forward, or if you have an offline business but you want to increase your presence online, I really hope that I I'm helping you move your business forward because that's the main point of this channel, okay? The main point of this channel is that you guys get a ton, a ton of value and that you subscribe and we can be in touch on social media or email, whatever. So I've been talking on split testing and I've been talking about split testing on the past video or 2 depending on when you're watching this video, but I wanted to talk specifically on Facebook ads. And why it's super, super important that you split test your Facebook ads. If you're not entirely sure about what is split testing and how to start doing split testing, I'm gonna leave a link below on the description so that you know exactly what I'm talking about when I talk about split testing, how you can implement it to pretty much all of your sales funnel and all of your marketing material online, and when it's super, super important. I've seen tremendous differences in conversions and cost per click mostly when you're doing split testing on your Facebook ad. What I really like about Facebook ad is not only the targeting that you can do, which is par none, it's the best on the planet. Not only that, but I really like the tool that they have developed to serve ads. In fact, it makes split testing super, super easy. Now the process, and let me lay out the entire process that I use for split testing, has maybe 3 steps, okay, maybe 4 depending on how this conversation develops, but the first step is once you set up your Facebook ad, what I like to do, and again guys I've seen like radical differences between one version of the ad and the other is to split test the image. So when you're setting up your Facebook ad, you know, it doesn't matter which kind of objective you're choosing or goal you're choosing. If you're choosing conversions, if you're choosing impressions like clicks, which is like the standard one, this will not work if you boost a post because if you boost a post, that's the image that you get. But if you're making an ad on Facebook, um, you know, the, like, the 80% of the ad is composed of the image. You know, like, the 80% of the ad is composed of the image. This happens in Instagram if you're choosing Instagram as a placement, on the Facebook timeline, on the mobile phone. You know, the biggest asset of your ad is the image. And what's great about Facebook is that you can upload your own images. The 20% text rule is now without effect, but you still need to keep your images really, really relevant because again, that's like the 80% of your real estate of your Facebook ad. Now what do you do? Well, when I'm setting up the Facebook ad, I usually choose 6 images, which is the maximum that I'm allowed to choose when setting up a Facebook ad. So I usually go with the full 6 images. They can be custom images that I make or that my designers make or that I choose from Facebook stock photo library, okay, which are great-looking pictures for free, just for advertising with them. So that's step number 1. I choose all 6. And so you have 6 versions of the same ad. You use the same headline, and this is important. So you use the same headline, you use the same description, and you use the same call to actions, but you're switching, you're split testing the images, which is like, again, 80% of your, uh, you know, this can make or break your Facebook ad. So after, say, 2-3 days, depending on your market, depending if you have run Facebook campaigns earlier, etc., what I would do is to literally go into the campaign and deactivate the most expensive ones, the ones that are not getting any clicks whatsoever, the ones that are really expensive, meaning that they're getting a ton of impressions but little clicks. So I would just go ahead and deactivate ones, deactivate the losers, because by the 3rd day, even some guys that are doing it at the 24-hour mark, I leave to give— I want to give it some air, so I leave like the campaign running for 2, 3 days. Then at the 3rd day, I would deactivate the worst performing ones, and I will keep the winners. Usually you will see it like really clearly, and you will see like— this is where, you know, things start getting like really different. And then you say, huh, I should be doing this for pretty much everything. So because you will get like 20% CPC on one image and 2 cents CPC on the other image. It's crazy, just by switching the image. So once you have the best performing image, I would then copy, you know, like 2, 3 times the ad and I will switch the headline. You know, I will modify the headline with the best performing image. So I will modify the headline and I will leave everything else the same. The copy of the ad and the call to action will still remain the same. This is important. You want to change only one factor of whatever you're split testing at a time, and I explain that on the link for the video below. So what you wanna do is once you have split tested the images, you have the best performing image, you want to do the same with the header. You copy the ad like 3 or 4 times and you switch the header only. Nothing else, just the header. And you leave the best performing image. So you, you leave it running like 3 more days and then you see which is the best performing headline. And again, you will see big differences, okay? Because again, these are new, uh, ads and some ads will be, you know, super expensive and some ads will be super cheap, even cheaper than the original one. So you will repeat the process, uh, just untick and deactivate the worst performing ones, the losers, and you keep the winning. And then you do the same with the copy of the ad, and then you do the same with the call to action. It can be learn more, download more, download now, sign up, whatever. But you want to split test these 4 aspects of the ad, like the header, the image first— sorry, the image first, the header, then the copy, then the call to action, in that order. Because again, we are, we are using We're split testing the biggest asset because that's gonna, you know, that's literally gonna make or break our ad. You know, if nothing, if the image is not enticing, it doesn't matter how good your header is, you know, because the image is like 80% of the ad. So we're being efficient this way. That's what I mean. So that's the process that I use to split test Facebook ads. That's the process that I use to get like really super cheap CPC and not only super cheap CPC, but increase conversions. Because even if the ad— the only goal of the ad is to entice the click, you want the ad to have that goal only so that people click on it and go to your landing page. You do not want the ad to sell anything, to convert people, nothing. That's the job of your copywriting in your landing page. You want the ad to sell. So once you have that in mind, it can literally help your conversions, boost your conversions as a byproduct of being a great ad, but you do not know for sure until you're split testing. So start split testing. Drop me a comment below. I would love to know how you guys are doing this. This is also a great source of information for me, the YouTube channel, so I use it a lot. I read all the comments and I try to answer them all, okay? So drop me a comment, tell me how you are split testing. And you know, that's how I do it, and this is my process, like my step-by-step process. And if you want to come and join this split testing slash internet marketing space where we discuss, uh, you know, some of the greatest techniques of online, what is working, what's not, etc., you can come and join this Facebook group which is completely free. I'm gonna leave a link over here on the description below. It's completely free. It's called the Real Internet Marketing Group because we keep it real. We do internet marketing like as a whole, not only SEO, not only PPC, but as a whole, and that's the whole idea of the group. Thank you guys for watching. Please like this video, subscribe if you want more of me rambling all over your monitor and social media and stuff, and I'll see you on the next video. Bye-bye.