Naytev Facebook Dark Testing - 500 Startups

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    14-Jan-2017
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Transcript of Naytev Facebook Dark Testing - 500 Startups

  • Presented by Patrick Costello, co-founder of Naytevwww.naytev.com

    How to Test Facebook With Dark PostsGet Your Message Right, Every Time

    https://www.naytev.com/https://www.naytev.com/https://www.naytev.com/https://www.naytev.com/

  • Dark Testing: No Longer in the Shadows

    What: A/B test messages among target audiences on Facebook

    Why: Drive engagement and sales, quickly test concepts, and more

    Whos doing it: The fastest-growing brands and publishers

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  • TEST TO WINIT WORKS

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  • 5 Primary Reasons to Run Dark Tests

    1. Sales: drive site visitors and sales

    2. Brand Development: grow engagement and fanbase

    3. Message Discovery: learn what resonates most

    4. Audience Discovery: learn who engages most

    5. MVP Prep: quickly test your ideas before diving into MVP

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  • Facebook A/B Testing Drives Results

    Viral Nova(top publisher)

    Message testing credited as a key driver of growth

    Became a $100 million company with only 3 content farmers

    WishPond(lead gen platform)

    Jon Loomer(Facebook wizard)

    Facebooks Own Case Study (for event company)

    A/B Testing works. It means a simple change of image increased our click-through-rate by 80%, and another change of image and target audience doubled it.

    How I Got 35X ROI on Facebook Ads: During the past 30 days, I spent $297.96 on Facebook ads that returned $10,510.50 in direct revenue.

    Transmission Events increased indie music festival ticket sales.

    They gained valuable insight into current and potential audiencesThey saw a 30x return on ad spend. 9

    http://motherboard.vice.com/read/the-100-million-content-farm-thats-killing-the-internethttp://motherboard.vice.com/read/the-100-million-content-farm-thats-killing-the-internethttp://blog.wishpond.com/post/64393992717/how-to-a-b-split-test-your-facebook-ads-to-maximize-roihttp://blog.wishpond.com/post/64393992717/how-to-a-b-split-test-your-facebook-ads-to-maximize-roihttp://www.jonloomer.com/2013/08/21/facebook-ads-roi/http://www.jonloomer.com/2013/08/21/facebook-ads-roi/https://www.facebook.com/business/a/online-sales/unpublished-page-postshttps://www.facebook.com/business/a/online-sales/unpublished-page-posts

  • Outperform the Don Drapers of the World

    6Get your message right, every time.

  • ANATOMY OF A DARK TEST3 KEY COMPONENTS

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  • Facebooks Unpublished Page Post Is Your Test Vehicle

    Sponsored post shown in News Feed, but not your Page feed

    Not seen by existing Fans, shown only to your target audience

    Group of people that resemble an audience you care about

    Resemble people who like your Page, visit your website, you pick.

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  • Your Messages Make or Break a Test

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    https://www.naytev.com/https://www.naytev.com/https://www.naytev.com/https://www.naytev.com/

  • Dark Test = Unpublished Post + Audience + Messages

    10Learn more at www.naytev.com

    https://www.naytev.com/https://www.naytev.com/https://www.naytev.com/https://www.naytev.com/https://www.naytev.com/https://www.naytev.com/

  • DARK TESTING IS EASYKEEP A TIGHT SCOPE FOR CLEAR WINS

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  • Two Ways to Dark Test: Programmatic and Manual

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  • How to Dark Test Manually with Facebooks Power Editor

    1. Create a Campaign

    2. Create a Lookalike Audience

    3. Create an Ad Set

    4. Set Lookalike As Target Audience

    5. Create a new Ad for each test message (recommend at least 6)

    6. Set your budget, schedule, conversion goal, and placement (e.g. Mobile)

    7. Submit your Ad Set for review

    8. When the results are in, copy the best message and post to your Page

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    Manual Setup:1 hour or more per test

    https://www.facebook.com/business/help/958899790787765https://www.facebook.com/business/help/465262276878947https://www.facebook.com/business/help/288772501274698

  • Create Your First Audience In 1 Minute

    3 Audience Types: Lookalike, Custom, and Saved

    Start with Lookalike Audience based on Page Fans

    Go to Power Editor > Audiences > Create Audience

    Set source to your Facebook Page

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  • Advanced Audience: Expand Top Of Funnel

    Add Facebook tracking pixel to your website

    Create a Custom Audience tracking Pricing page visitors

    Create a Lookalike Audience based off this Custom Audience

    Run test targeting this audience

    Lookalike Audience auto-updates every 3 to 7 days, improves with more visitors

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  • Sample Scenario: Quick Turnaround Message Test

    Learn the best messaging for your product

    Create 9 Ads within a single Ad Set

    Pick 3 Images (at least 600 x 315)

    Pick 3 Sets of Text (Post Text + Headline)

    Skip the description (its rarely seen)

    Set target URL to landing/conversion page

    Optimize for Link Clicks to Website

    Set Lifetime budget of at least $40

    Set run time to at least 24 hours16

    9 Test Messages3 Images + 3 Sets of Text

  • Results: Focus on The Right Metrics

    Sales: Website Click CTR and Conversion (use UTM parameters + GA)

    Fan Acquisition: Page Likes/Impressions

    Traffic Arbitrage: Website Click CTR and CPC

    Viral Potential: Shares/Impressions, Shares/Likes

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  • Optimized Test v. Forced Split Test

    Facebook ads are already optimized

    Some companies force a split test with Multi Ad Sets; this is expensive and slow

    Single Ad Set test, which uses machine learning, is most efficient

    Dont fear the machine. The end result of both approaches is typically the same

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    Single Ad Set Test

    Multi Ad Set Test

    No test

    Time

    Perf

    orm

    ance

    Illustrative Performance by Test Type Over Time

  • Ad Platforms Arent Designed For Testing

    Manual Testing with Facebook Power Editor

    Programmatic Testing with Naytev

    Platform Type Advertising Platform Testing Platform

    Training Days, self-taught Minutes, guided

    Setup Speed 60 min per test 5 min per test

    Insights Basic Advanced

    Support Email-based Live chat, dedicated expert

    Cost Free platform Plans starting at $99

    Learn More www.facebook.com/ads/manage/powereditor www.naytev.com

    19Next Steps: Brainstorm, Pick Your Tool, and Test

    https://www.naytev.com/https://www.naytev.com/

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    Try it at www.naytev.com

    https://www.naytev.com/https://www.naytev.com/