How To Use Facebook Split Test For Your Ad Campaigns?

In October 2017, Facebook launched its Split Testing feature, also popular as A/B ad-testing.

After an immense response from social media experts, Facebook updated its Split Testing feature on April 2018 to support brand engagement marketing objectives.

For those trying to understand this Split Testing feature and how it works for social media marketing (SMM) of their brands, this blog will be a help. In this one, the Hansaa Digiventures social media executives sum up the definition, purpose, utility, and method of Facebook Split Testing feature.

Where to use?

By using the Facebook Split Testing feature, you can decide on your ideal ad campaign for the following social media platforms –


Why to use?

When you pre-run your ad campaigns in Split Test and take it ahead, it lets you boost the following SMM objectives:

Traffic App Installations Lead Generation
Conversions Video Views Catalogue Sales
Reach SMM Engagement Brand Awareness


In Facebook Split Test you can assess different versions of the same ad campaign or multiple ads strategies to understand the following measures –

  1. Which version of your ad campaign works best for your brand
  2. Which ad of yours is being liked by what kind of audience

Variables in a Split Test

The Facebook Split Test allows you to assess your different ad strategies for the following variables –

  1. Creative – Understand your ideal colour, font, copy, content of ad
  2. Target Audience – Understand which audience likes your ad
  3. Delivery Optimisation – Understand when or in which format the ad works
  4. Placements – Understand in which platform suits your ad
  5. Product Set – Understand which product/service of your suits the present market demands

How To Do The Facebook Split Test For Your Brand?

Step I:

Select one among the eleven predefined marketing objectives. For this blog, we are considering Brand Awareness.

Step II:

Name your campaign and turn on the ‘Create Split Test’ option. For this blog, we are naming it as Mock Campaign.

Step III:

Head on to the next page and select your variable for the ad campaign split test. In this, we selected Creative.

Step IV:

At this point, you have to elaborately define your target audience for the ad campaign. For this, fill in details like location, age, gender, language and more relevant with your target audience.

Those who are frequent users of Facebook Split Test can use the option – Use a saved audience.

Step V:

After the Audience, when it comes to ad placements, the Hansaa Digiventures social media executives suggest going for the first option – Automatic Placements. On selecting this, your ad campaign gets placed maximum based on your ad budget.

Step VI:

Under Delivery Optimisation, you can pick when you want your ad campaign to appear. There are two options here – Run ads all the time and Run ads on a schedule.

Step VII

Fill in your SMM ad campaign budget and duration.

Step VIII:

From the drop-down menu, select for which brand page you are doing this SMM ad campaign. You have to separately select for Facebook and Instagram respectively.

Step IX:

As for the Mock Campaign of this blog, we had selected Creative as the variable. It is time to upload them. In the Facebook Split test, you get the options (shown in the image above) for uploading creatives.

Step X:

Along with the creatives you upload, you can add in your post text. In the marked green box (as shown in image) of Facebook Split Text, you can visualize how your ad campaign will appear in your SMM network.

Step XI

By now, you will at the last stage of your ad campaign split test. Here. you can review all the details that you fill in and click on ‘confirm’.

Please note, as the Facebook Split test is an A/B testing method, so you can upload only two versions of your ad strategy at a time.

Also, for both the versions you have to fill in all the aforementioned details.

The detailed input you add in the Facebook Split Test, the better result it will get for you.