Original subtitles

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Create your first ad is fantastic news.

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Now what we do at this point typically is what we call a split test sometimes called an A B test.

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All it is is creating a copy of your ad and changing one thing.

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Now why would we do that.

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Well we just created an ad and it's kind of like our best guess if you like.

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As to the best ad we could possibly come up with but we don't really know until we got there and tested

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on the on the market.

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We don't know whether it's going to respond that well or not.

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So what we'll do is we will basically create variations of that ad and in this case I'm just going to

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create one which is typically what I do.

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But often you'll see people create many many variations of the ad and then basically test them all and

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see which one performs the best.

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Yeah.

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And then drop the others.

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So you know it's basically a way of finding out by testing which one of your ads is going to perform

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the best.

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Now it's entirely up to you whether you do this is not compulsory by any means is definitely worth if

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you can doing one.

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So at least one variation.

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But sometimes you know for budgetary reasons for example because it will be another three dollars a

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day to be doing this.

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You may not want to do it.

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So I totally understand if you don't want to but if you can I would certainly suggest you do in fact

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I would strongly encourage you do it is very very important.

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So let's dive over to our Facebook ads now and see how we can actually put a split test together.

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So here we are and this is the screen I left you looking at at the end of The Last Lecture.

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And just to repeat I'm going to explain all these stats coming up.

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But right now I just want you to recognize we've got a campaign that we set up called the heart shaped

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dog pendant campaign one.

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So if you click on that you see as I'm sure you're an set one and what we're going to do is we're going

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to create a copy of the ad set.

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OK that's how we're going to do a spit test not to do that.

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It's very straightforward.

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Just basically select it and then here just hit duplicate and if you take existing campaign and just

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basically hit duplicate again then it will pull up an exact copy of your ad site as you can called it

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and set one copy.

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Now the only thing we're going to change because we're going to keep thing at the outset level exactly

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the same is simply the names are going to set to.

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OK.

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And click on publish and then once that's all been accepted just simply click on close.

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So now what you see is we have set one as we have before and now add set to as we just created.

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Now a clicking at set to I will get to the ad itself.

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So here it is.

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And this is where we're going to make one change.

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So what I want to do is click on edit this point as I just said we are going to make one change now.

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One the only one.

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Well if you step back and think about it we are wanting to test two different types of ads.

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We want to see whether making a change will make a difference to the number of people that are clicking

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and then ultimately buying from us.

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So I said changed two things.

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I changed the text and I also changed the image.

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And as a result I got 100 percent more sales than before.

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Now that will be great but I wouldn't know whether to attribute that to the change of the text or the

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change of the image.

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So by changing any one thing if I just simply change the image for example and my cells got by 100 percent

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that I know for sure that was all about the image.

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So I hope that makes it perfectly clear why we only ever change one thing.

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So here to change the image very very easy to just scroll down until we find the image we can click

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on clear images.

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And then we can select a different image.

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So take this one with the black background this time

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again maybe just do a little bit of editing make sure looks all rights go pretty happy with that.

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Let's just say and done.

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So that's it.

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We've changed one image and I've done this fairly quickly.

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To be honest that's not the best image that I want.

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I'd probably zoom in a little bit more and make that a bit clearer but I'm trying to make the point

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of the one change.

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That's what this lecture is all about.

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So here all I now need to do is click on publish once that's all done just click on close.

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Now just go back to the campaign where we started.

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And if you click on that link to the campaign and if I go into the ad set one you can see this is the

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one running with the white background.

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And if I go into it too you can see that's the one running with the black background.

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Now as I said right at the beginning it's not absolutely essential.

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I appreciate that we are now spending another $3 a day.

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But if you can really go for is a very very important part of advertising split testing AB testing what

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do you want to call it.

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And this is a very very basic example but it is enormously powerful and in the long run it can pay huge

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dividends.

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So congratulations not only have we set up our first ad but we now have a split test running.

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So in the next lecture Let's talk about what all these numbers mean because while these ads are currently

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in review as you can see here they'll soon be running and we're going to start seeing numbers popping

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up here.

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So be good to know what they all mean.