When deciding whether to engage with an ad on your Facebook timeline, what catches your eye first? The offer, of course. So, where should you look for it within the ad? Brett McHale, our Social Media expert, reveals a key element for successful Facebook advertising: understanding the anatomy of an ad. A typical Facebook ad comprises: 1. A title and image that work together to capture immediate attention. 2. Body copy that provides more detail, giving a reason to click or learn more. 3. Expanded newsfeed content that supports the body copy with further information. 4. A landing page containing all the details needed for conversion. You want to instantly know why clicking is worthwhile – a discount, a sale, or perhaps a reminder of a product you previously considered. Will it save you time, money, or future hassle? Think along the lines of “Stock up on winter gear before the first snowfall!” or “Enjoy the convenience of grocery delivery.”

Will Smith definitely understands his value proposition! The key takeaway is the importance of a strong value proposition in your Facebook ad copy. According to Ogilvy, a staggering 4 out of 5 readers will only glance at the headline before moving on. Don’t risk losing 80% of your potential audience. This post examines three A/B tests conducted on nexus-security’s Facebook Ads account. These ad copy experiments demonstrate the significance of testing. We’ll also share insights on interpreting your results! For a deeper dive into writing compelling copy for your Facebook ads, explore our detailed post here!

Facebook Ad Testing Strategies

When testing multiple campaigns, Facebook Power Editor is your best ally. This free tool from Facebook allows for bulk ad editing, access to advanced features, placement control, bidding optimization, and streamlined campaign and ad creation. Remember to target a large audience – large enough to ensure statistically significant results. Statistical significance may sound intimidating, and it can be. If numbers aren’t your forte, consider using online resources for assistance. Ensure your target audience includes relevant individuals from every stage of the funnel.

Lastly, prioritize conversion tracking! Implement Google Analytics and integrate the Facebook Pixel on your website to monitor leads and customer actions. When these tools identify a clear winner, capitalize on it. As emphasized by Larry Kim, when you strike gold with a true “unicorn,” go all in – and that’s not limited to blog posts!

1. Spotlight the Value Proposition

When A/B testing Newsfeed Ads, the primary goal is usually to drive clicks and conversions rather than simply gaining exposure. To achieve this, you need to captivate your audience and convince them that your offer is irresistible. While you can be somewhat ambiguous about the finer details, ensure the value proposition is clear and compelling. This strategy is particularly effective when you can back it up with numbers! In the example below, one ad cuts straight to the chase, highlighting the customer benefit: 40 hours of paid search analysis condensed into 60 seconds. The second ad is more vague, using words like “discover” and “could” instead of a strong guarantee or offer. Can you guess which Facebook ad came out on top?

And the winner is… the first ad!

Implement this:

Before putting pen to paper (or fingers to keyboard), define your offer’s most enticing element for this specific ad. Is it a time-saver, a money-saver, or a limited-time offer? Pinpoint that unique value proposition and make it shine. This Lyft ad exemplifies this perfectly: “Make money on your own schedule. For a limited time, we’re giving you FREE money!”

2. Aim for Impact and Clarity

In the following example, we promoted our Facebook Opportunity Calculator, testing two different headlines. The first one, “Are Facebook Ads Right for Your Business? Find Out Now!” is direct and avoids redundancy with the image or body copy. The second variation, “Find out if Facebook Ads are worth your money with our quick and easy calculator,” is unnecessarily long-winded and lacks eye-catching punctuation. The audience already knows it’s quick and easy from the body copy: “Use our free calculator to analyze your Facebook Business Page in 60 seconds!” The Champion:

The Runner-Up:

The first variation emerged as the clear winner!

Implement this:

Brainstorm the most concise and impactful way to convey your value proposition. This approach is ideal for concepts that require minimal explanation, such as a new clothing line or a job posting. Below is a B2C example from JCrew, announcing their holiday hiring (a subtle reminder that the holidays are approaching!).

3. Storytelling Has Its Place

Initially, it was surprising to see that the ad with longer copy outperformed the concise version with a “Free Guide” call to action. However, Facebook is a platform where people engage in lengthy discussions, share personal stories, and consume viral content. Reading is ingrained in the Facebook experience. The shorter ad might be better suited for Twitter, where brevity reigns supreme. However, on Facebook, it’s acceptable to tell a captivating story within your ad copy, as long as the value proposition remains front and center. The Victor:

The Second Place:🙁

Implement this:

This example offers a fun opportunity to highlight your company’s strengths through compelling storytelling. We all enjoy a good confession or a bit of gossip, and this approach taps into that same human tendency to capture attention. This ApplicantLab example starts with a straightforward value proposition – “FREE trial” – and then explains how this technology, developed by a Harvard alum, can save you time and money.

These A/B testing strategies can significantly improve your click-through rates and even help you identify the most compelling aspects of your product or service. We’d love to hear how you effectively communicate your value proposition through Facebook ad testing!