Facebook Ads Domination Course

How to Split Test In Facebook Ads

NB: There is no video for this segment.  Please read the information included below or you can view it within Guide 7: Split Testing Your Ads For Optimum Performance.  You can also refer back to the video in segment 1 of this module where this topic is discussed.

In this section, we’ll give you a general overview of how to split test Facebook ads. 

1.    To begin a split test campaign, you need to go to the Ads Manager and create a new ad

2.    Choose a campaign objective.  Note that Facebook does not support split testing all campaign objectives.  Here’s the complete list of objectives you can and cannot test:

  • Brand awareness - no
  • Reach - YES
  • Traffic - YES
  • Engagement - YES
  • App installs - YES
  • Video views - YES
  • Lead generation - YES
  • Messages - no
  • Conversions - YES
  • Catalogue sales - YES
  • Store visits – no

3.    Once you’ve chosen a suitable objective, tick the ‘Create split test’ box.  As you can see in the screenshot below, we chose Traffic as our campaign objective. 

  (Make sure to tick the ‘create split test box’)

(Make sure to tick the ‘create split test box’)

4.    Create your Campaign Name and click ‘Continue’.

5.    The next steps in the ad creation process will depend on the Variable you’ll choose to split test.

  (The 4 variable categories you can split test in Facebook Ads)

(The 4 variable categories you can split test in Facebook Ads)

As you can see in the screenshot above, there are four main variable categories you can split test.  These are:

  • Creative – you can experiment and split test the image, headline, ad text, etc.  For instance, you can split test an ad with one image versus an ad with a video.  You can also try and use the same image but with different headlines. 
  • Delivery optimization – choose whether you want to split test between link clicks, landing page views, impressions, or daily unique reach.  As an example, you can split test by having one ad optimize for conversions and have the second ad optimize for link clicks. 
  • Audience – you can split test your audience’s location, gender, interests, age, relationship status, education level, purchase behaviours, and even test between custom audiences.  For example, you can show one ad to a group of women living in London and then show the same to a second group of women living in Brisbane. 
  • Placement – split test where you want your ads to display (mobile, desktop, news feed, right column, Instagram, Audience Network, etc.).  An example would be you can test whether you want customized placements versus automatic placements.  You can also compare mobile placements versus desktop placements. 

Choose the variable you want to split test.  Once you’ve set up your adverts, Facebook will then record and compare the results.  Once the winning advert is determined, you’ll receive a notification email with your split test results on it. 

You can then use this information to move forward with the next split-test (for instance, further narrowing the variables you want to test), or to design your next ad campaign and refine your overall advertising strategy. 


The mantra of successful Facebook ads marketers is to ‘always test, test, test.’ Yes, it can get costly, but a successful split test often leads to impressive ROIs! Only a few marketers attribute their success to luck – most of them credit split testing as the reason for their success.  As the saying goes, the numbers don’t lie!