Optimize placement split test for customer acquisition

If you want to be successful in the digital world, it is essential to understand the right strategies for customer acquisition. An effective method to determine which ad placement delivers the best results is through split-tests. In this article, you will learn everything you need to know about conducting a placement split test.

Key Takeaways

• Split tests help compare the performance of different ad placements.
• You can test both automatic and manual placements to find the optimal ad placement.
• Monitor your budget and the number of tested ad groups to keep costs under control.

Step-by-Step Guide to Placement Split Test

Step 1: Create a New Split Test

Start by finding the relevant section in your advertising tool. Click on "Traffic" and scroll down to the split test options. You can enter your own designation for the test, such as "Traffic Split Test 2," to keep track.

Step 2: Determine Your Daily Budget

Although not mandatory in this case, setting a daily budget makes sense to keep track of expenses. Click on "from Split Test" and begin setting up your placements.

Step 3: Select the Target Placement

You can decide where to send your traffic. Click on the desired options: Website, App, Messenger, or WhatsApp. For this test, a website would be the suitable choice.

Step 4: Configure the Placements

Now it gets interesting! You have multiple options to test the placements. You can combine automatic placement with manual placement. For example, you could specify that your ads should appear on Facebook and Instagram but not in Messenger.

Step 5: Create Different Ad Groups

Create your ad groups by defining different placement combinations. For instance, set up one ad group for Facebook and another only for Instagram. This allows for a detailed analysis of campaign performance.

Step 6: Monitor Your Budget

During the test, it's important to regularly check your budget. For example, if you plan to spend €100 per day, compare how this amount is distributed across your different ad groups.

Step 7: Adjust Placements

If you notice certain placements outperforming others, you can create additional ad groups or adjust existing ones. For example, you could test how your ads perform in Stories compared to Feeds.

Step 8: Assess the Relevance of the Split Test

It's not always necessary to split every little aspect of your ad, especially if your budget is limited. Focus on the differences that could potentially have a greater impact on your campaign performance.

Summary

By conducting placement split tests, you can gain targeted insights into the performance of your advertising campaigns. Utilize the opportunities of automatic and manual placement to determine the most effective strategy for your target audience. Be sure to monitor your budget in terms of both ad groups and overall performance to achieve optimal results.