Advertisers and marketing “gurus” alike often discuss following the latest trends and greatest ”best practices.”
While following best practices on platforms is necessary in certain instances, as advertisers, it’s important to know when to take initiative and test. You've heard the saying, “this is the only thing working right now.”
There's a problem with this line of thinking. If no one ever tests new ideas, how do you learn what works best in each situation?
Testing New Ideas Is Crucial When You Advertise On Facebook
When advertising on Facebook, it’s important to understand how to implement best practices AND test out new ideas to ensure success for your brand.
One thing we do in all of our client Facebook campaigns at Sunlight Digital is to have a small portion of the client's advertising budget set aside for testing.
Just because something is working now across one industry, doesn't mean it will translate over to the next.
You'll never find out if your advertising is optimized if you don't constantly test new things.
Testing Comes In Many Forms
Whether it's someone on your staff running your social advertising or you hire a social media marketing agency like Sunlight Digital to run your ads, always test.
For a long time, video ads outperformed any other ad format we ran for our clients.
Understanding the value of testing different formats for optimizing results, we tested images on one particular ad campaign.
We were surprised to see that the images were outperforming the videos. This was especially surprising because the client was great on video.
But in marketing, it's not about how you think something should perform. It's how it actually performs.
The video below talks about the power of testing your Facebook ad campaigns and why you should start doing it too. It's advertising 101 and you want to make sure you master the fundamentals.