Three main areas should be analyzed when performing A/B testing:
🎨 your creatives
📜 your ad copy
🥸 your target audiences
But, how do you find the data that determines winning performance in a sea of analytics? Keep reading.
One of Meta advertisers' greatest stumbling blocks is figuring out which ads bring in the bucks and which ones burn money.
A/B testing is achieved by comparing the performance of two versions of the same ad to see which version performs better with your audience. You no longer need to use your 6th sense or a crystal ball to determine the dud ads that should be paused, and the gems that should be scaled. In addition, you don’t need to run Meta’s A/B test to do this.
It can also be costly to run these campaigns the way Meta structures these tests. This is why at Madgicx, we have multiple ways of testing ads to find our diamonds in the rough.
It’s no secret that your ad creative is the secret sauce to a successful campaign. Your ad creative elements include your images or videos, your ad copy and emojis, and call-to-actions.
It’s important to test as many different versions as possible every week (our media-buying team recommends 15+) to consistently have more scalable ads. This means constantly being on the lookout for fresh ad ideas.
Utilizing Madgicx to streamline your creative process can shave hours off this process. Here’s how to use Madgicx's Creative Workflow to generate even more creatives for testing:
Search for inspiration in the Ad Library - browse ads and brands in your niche by ad type, platform, and category for ideas for your next ad campaign.
Save ads for inspiration and send briefs directly to Sparkle - save your favorite ads to boards so you can find them later and send a design brief while browsing.
Get your ads designed in 48 hours and launch them straight from the Ad Launcher - Sparkle designs your ads within 2 days, and they are then saved to your Meta media library, ready for you to launch directly from the Madgicx app.
You can chat with the designer to finalize your design on the Sparkle page where you will be able to download your finished designs too.
Duplicate ads for testing with the Ad Creation tool in the Ad Launcher - simply copy your ad or ad set to create the different versions for your A/B test. We’ve got a great video that shows you how to do this from one of our Madgicxians, Dani.
Once you’re satisfied that you have enough ad variations to test, you should:
Name your test campaigns accordingly to make them easily identifiable for everyone working on your ad account
Use broad audiences - this gives Meta a larger audience pool to apply its logic so it learns quickly the type of accounts that respond to your ad.
Set up stop-loss automation to protect your budget - this controls your budget when an ad isn’t performing well so you minimize budget leakage. See some examples of the types of conditions you can add to your ad accounts to limit any unnecessary spending. You can set these automation tactics in ‘Automation Overview.’
Set up automation to turn off ads at bad hours of the day (discover these on Auction Analytics under 360° Meta Audit) and turn them on again when they're profitable.
A creative test should run for at least a week or until you spend at least twice your average cost per purchase.
Once you have some data in your account (meaning you tested quite a few creatives), you can follow these steps:
Optimize ad formats with Creative Insights - view your ad creative’s performance at a glance and spot missing formats, like short, medium, and long video length, and ad types like carousels, videos, and images.
Leverage the Smart Filter in Creative Insights - to optimize audience targeting and tweak your creative strategy.
Ad copy testing
It’s best to approach your ad copy in the same way and use Ad Copy Insights to determine your best wording. Using copy that your audience responds well to gives you a better chance of a conversion. Some of the ad copy components you can analyze are:
Varying copy lengths
In the example below, it’s clear that the short ad copy outperforms both the medium-length and long copy because the ROAS is more than double the others. Furthermore, you can see that the revenue is much higher than the ad spend. This ad account should use short ad copy in their next ads to improve performance and increase revenue.
With vs. without emojis
Using emojis helps this ad account below perform better. It’s clear that when not using emojis, the spend is higher than the revenue. In addition, Madgicx gives you a list of the top emojis for your ad account 🤩 Use this insight to inform how you write your next ads.
With vs. without links
You can see whether including links in your ad copy is worth it by checking your link performance. You will also see a list of your best-performing links based on your ad account history.
Your top phrases
Ad Copy Insights will even give you a list of the top phrases you’ve used that bring in revenue. Using this information when creating your next ad can help to improve your ad performance, thereby increasing profitability.
Scale winning creatives and test audiences
After testing your creatives, you can take the winners and test audiences to understand if specific audience segments work better than broad for you - that's horizontal scaling - winning creatives across multiple audiences.
Which audiences should you test and how?
Use the Audience Launcher to test lookalikes. You can also test different lookalike percentages to see which brings in the highest return. You can duplicate audiences for testing in the last step of the creation process in the Audience Launcher.
AI Marketer suggests good interests to test, and you can also discover more in the Audience Studio. In the AI Marketer, you can easily duplicate the interest-targeting ad sets and test multiple variations to find a winning combination.
Use Targeting Insights with Audience Studio to analyze performance and pick your winning audiences. You can find Targeting Insights in the 360° Meta Audit menu.
What you can test with Madgicx’s 360° Audit Tool
All of Madgicx’s analytics products are accessible from one place - the 360° Meta Audit tool. Here is a rundown of the insights you can compare when conducting an A/B test in Madgicx.
Placement and device
As the name suggests, this tells you how the different ad placements perform across Meta’s products. In addition, you can see which devices were used to view your ads, whether on desktop or mobile and if on iOS or Android.
Based on the insights, you can learn what works for your ad account and plan for the future accordingly.
CBO vs. ABO
See the performance of how you choose to control how your ad budget is distributed between ads, whether campaign budget optimization (Advantage campaign budget) or ad set budget optimization.
This widget shows what percentage of your ad spend has been spent across the different campaign objectives according to ROAS by default. You can change it to the metric of your choice.
Ad delivery optimization
Similarly, in this graph, you can see how much money has been spent on each type of campaign optimization to see where you’re focusing the bulk of your ad spend.
Whether you set your bids manually or use automatic bids, you can see here whether it’s working for you or not, and specifically which bid types yield the best ROAS.
Days and hours
Here you can see when your ads get the most responses so that you can see when to launch campaigns. You can test scheduling your ads to only run during profitable times to ensure you don’t waste any budget.
Geo & Demo Insights
Understanding which location and demographics matter for your campaigns is important to better localize your ad creatives and speak to your target audience. You can test how your ad is received in different countries.
You can split-test your creative across different age ranges to see which creatives work better for each one.
As with ages, different genders can yield different results for the same ad. When you’re selling a product that isn’t gender-specific, testing different copy or creative can help improve your creative production.
It’s super helpful to combine age and gender to refine your data, so it’s broken down into age ranges for each gender.
You can also test which languages work best for your business by country or region.
By testing different landing pages, you can determine which ones are most successful at sealing the deal for your audience.
Testing your ads on different audience sizes can tell you which ones outperform others.
By testing your lookalike percentage, you can tell how closely your lookalike audiences should match the one you’re copying.
In conclusion, all these ‘small’ insights paint a bigger picture for your business and are like answers to questions you didn’t know you had before. So, now you can create ads aligned to the most important insights you’ve gathered to improve your overall ad account performance.
Frequently asked questions
Which Madgicx plans include Automations?
Automations are included in the following Madgicx plans:
All-in-One with AI
Click the support icon in the bottom right of your screen to talk to us to find out more.
How can I improve my ad copy performance?
You can start by looking at the Assets Chart. From here, you can watch out for any pieces of copy that appear in the overspend section on the bottom right area of the graph. These pieces of copy are spending more money than they are bringing in. Therefore, the ads using these pieces of copy should have their budget reduced, or you should pause them.
Subsequently, you should watch out for any ad copy elements that appear in the scalable section at the top left of the graph. These pieces of copy are more profitable while spending less of your ad budget. Therefore, you should duplicate the ads containing these elements or increase the ad budget.
Overall, you should use these insights as a basis for writing your ads. When you identify the copy elements that perform, they indicate that you should use them in creating your next ads to improve the chance of profitable results.
Can I see the audience size and potential reach of an audience before launching it?
While you can’t see the audience size and potential reach before launching a new one using the Audience Launcher, you can find this information once launched in the Audience Studio when clicking on Top Audiences in the 360-degree Account Audit submenu.
It’s important to note that the actual audience size is only determined by your targeted location and ad set settings in Facebook after you’ve launched it.
Can I launch new ads from Ad Copy Insights?
Yes! Easy peasy!
Select your top ad copy and click Open in Ads Launcher.
Launch your top ad copy in the Ads Launcher by matching it with the top creative using the Creative Clusters tab.
Finally, you can launch these powerful ad combos and sit back and wait for the results 🚀
How can I analyze creatives from specific campaigns, ad sets, or ads?
You can see creatives from specific campaigns, ad sets, or ads by filtering the data and entering the relevant name or ID.
How do I create a new audience in Madgicx?
Head to Audience Launcher in the Madgicx menu.
You can scroll down until you reach the funnel stage you want to target or use the filter on the left to find it. Then you can explore the list of preset audience options that Madgicx has created.
Select the audience presets you want to include by clicking them, then click ‘Next.’
Choose the campaign(s) to launch your audience(s) into. You can use Madgicx’s optimized structure and set the campaign objective, use an existing one, or create a new campaign.
Next, select the ads you want to use. You can use the same ads for all the ad sets by highlighting all the audiences at the top of the page or do this one by one. We recommend using different ads for different funnel stages.
You can adjust the timeframe and use the filter to search for specific ads. Click “Save Changes” to continue.
Set the locations for the target audiences. You can include and exclude countries according to your ad strategy. Again, you can use the same settings for all ad sets or do this one by one.
Then, finish configuring the settings for your audience(s) and click “Save Changes.”
Here, you set when you want to launch your audience(s) and define your naming convention. At the bottom of the screen, you’ll see a summary of your ad sets with their relevant settings. Once you’re happy with them, click the blue ‘Launch’ button at the top right.
That’s it! You’re done.
How do I send a design brief to Sparkle?
Simply hover over any ad and click on the sparkle icon ✨ at the top right of the ad. A popup will appear where you can send more information about what you want to advertise. Then, add in the product website, and click “Next.” Once the ad is designed, it's automatically uploaded to your media library, which means you can launch it via Ads Manager or directly from Madgicx.
How do I create interest based audiences on Madgicx?
The goal of the Audience Studio is to allow Madgicx users to create the best-performing audience using tools that are available only within the Madigcx App.
This tool offers the ability to create powerful intersections of your top-performing audiences and interest audiences in order to optimize targeting results. You can then instantly launch these audiences within just a few clicks.
Who should use this tool?
Any type of business can benefit from interest targeting. What makes the Audience Studio really useful is the option to optimize your existing audiences and create an advanced interest-based audience.
This tool is great for beginners who want to run smart interest-based audiences without the need for any pixel data or for advanced users who want to redefine their target audience by creating diverse audience combinations. This allows you to discover new interests that you may not have recognized before that may deliver even better results.
How can the Audience Studio optimize your audiences?
The Audience Studio is an advanced interest targeting tool that intersects interests and audiences into one. Madgicx analyzes your account’s performance to rank your interests by profitability and predict your next top targeting option.
The Audience Mixer widget creates an intersection of specific interests and top-performing audiences based on key performance metrics in order to create an audience that is more likely to yield positive results. There's also the option to create a sophisticated interest-based audience by choosing from existing interests and selecting new interests that have never been used before.
For example, if someone sells clothing, they can create an intersection of their top five lookalike audiences, and a separately a second intersection with interests relating to fashion, such as brands, and celebrities with the option to narrow down results by adding a third intersection, in which they could choose even more companies that match the type of customer they’re trying to reach.
As a result, an audience will be created that matches one of the top five audiences along with at least one of the interests from each intersection. The audience can be narrowed down even further by excluding any interests or audiences.
Not sure which interests to choose next?
Once a specific interest has been selected, Madgicx provides you with the option to discover similar interests easily using a quick the "Discover new interests" tab. For example, if someone were to select yoga, fitness, and healthy food, interests relating closely to these will automatically be generated and reveal new potential opportunities.
How do I use Madgicx's audiences in Audience Launcher?
Launching Madgicx audiences has never been more simple, we created 108 core audiences that were carefully selected to provide you with a full-funnel strategy in just a few clicks.
You can launch a new audience into a campaign in 4 quick steps: 🚀
The first step will be to select the audiences that you would like to launch from the list
Once you have chosen the desired audiences, select "Next"
Assign audiences to a campaign
"Launch into the Madgicx Optimized Structure" is the default option, which will segregate everything into 4 campaigns according to the ARR strategy
You can also launch into an existing campaign of your choice or create a new campaign
Once you are satisfied with your selection, press next to continue.
Now choose the creatives that will be applied to the selected audiences
Hover over the creatives to see an overview of performance, or build new combinations directly from the creative clusters tab
If the creative doesn't have impressions, it may not appear in the list; you can still find it using the post or ad ID through the purple Ad Selection Preview tab on the right-hand side
Select all the attributes for the audience: lookalike percentage, location, gender, or age
In the top-right corner there is an option to "Select all in this view", which will highlight all the selected audiences at once, allowing you to set the attributes in one shot, as opposed to one by one
Once you've completed the set up, "Save Changes" before moving onto the next ad set
Click "Next" to proceed
Note: You can increase the lookalike percentage to a maximum of 20%.
Choose when to launch
Launch now, at midnight, at a custom time, or to allow Madgicx to decide when to launch based on historical performance data
In this step you will have one last overview of the ads selected before finalizing the creation
You can edit the name of the ad-sets being launched in the bottom panel
The best way to get started with Madgicx Audiences is to understand the ARR segmentation of acquisition, re-targeting, and retention. This helps you organize and master these audiences by taking action at each part of the funnel.
Something important to note is that when creating acquisition audiences, there is an automatic exclusion of non-acquisition audiences which includes:
30 Days- Website Visitors
180 Days- Purchasers
How often do Madgicx’s automations trigger?
Madgicx's automation will carry out automated checks based on:
Live performance stats
This means that how often automations trigger depends on how you define the triggers and the times in which they can operate.
Automations perform periodic checks to monitor whether the performance has reached the values you set as triggers (and fire if it has). Some automated tasks reset at a time you select, and some carry out a one-time permanent action.
In Automation Strategies and Custom Automation, you can also define the hours and days in which the automated rules can monitor performance and fire.
How much does the Creative Workflow cost?
It depends on how much of the workflow you want to use. Each business is different, as are their creative processes. While many overlap, we want to remain accessible for all types of business. With this in mind, we have a few pricing options:
The Ad Library is an add-on that's free for life unless you want to use boards, which only costs $9 per month.
Creative Insights and the ad creation tool are included in the Madgicx All-in-One plan, together with the free version of the Ad Library. If you want to save to boards, you can add the add-on for an extra $9 per month.
Sparkle is an add-on that costs between $333-$777, depending on the package you choose. It can be used in conjunction with the Ad Library or the Madgicx All-in-One plan.
You can decide which parts of the workflow to use to build your own.
What does the Stop Loss automation tactic do?
It's normal to experience some inconsistency within your account. Stop Loss protects your budget from overspending by pausing underperforming ad sets or ads. Some ad sets/ads that performed well yesterday may not perform well today, and we want to automate tracking of this by pausing the ad sets/ads for the day, so we don't bleed extra money.
Stop Loss is a daily tactic, and you set a time for the tactic to turn the ad or ad set back on after it's been paused for the day.
What else can Sparkle do?
Sparkle is well-versed in multimedia designs like social media ads, banner ads, display ads, GIFs, thumbnails, blog images, emailers, email signatures, event invitations, newsletters, e-book covers and layouts, custom illustrations, NFTs, icons, infographics, flyers & posters, landing pages, packaging & labels, podcast covers, Point of Sale materials, slide and presentation decks, print ads, demo videos, animation, product videos, and more.
Which Madgicx plans include Auction Insights?
Madgicx All-in-One (with and without AI) and Madgicx Insights (with and without AI).
Which Madgicx plans include Geo & Demo Insights?
Only the Targeting and All-in-One plans include Geo & Demo Insights.
Note that to get the best value out of this feature, connect Madgicx Cloud Tracking: an offline-conversion and server-to-server solution that offers 20% better ad ROI.
What plans include AI Marketer?
All Madgicx plans include AI Marketer.
How often does the AI Marketer audit my ad account?
The AI Marketer audits your account daily to keep a lookout for optimization opportunities.