#PublishingReinvented 198 - Always Be A/B Testing + Facebook Ads Working Examples
In the glacially-evolving landscape of online book advertising, staying up to speed is essential.
One important way to do this is A/B testing.
What is A/B Testing?
A/B testing, also known as split testing, involves comparing two versions of an ad or a promotion to determine which one performs better.
The process is straightforward: you create two variations (A and B) of your ad, each with a single differing element, whether it's the headline, imagery, call-to-action, or any other component.
These variations are then presented to your target audience, and their responses are measured and analyzed to determine which version drives better results.
The winning is then tested against another variation and so on until returns are maximized.
Can A/B make a difference? Yes, many books do not sell well if one image, headline or text are all used rather than another.
And how do we find out which of these variations gets the most sales? A/B testing.
The Almighty Super-Powers of A/B Testing
1. Data-Driven Decision Making: A/B testing empowers you to make informed decisions based on concrete data rather than assumptions, opinions or guesswork. By systematically testing different elements, you gain valuable insights into what approach makes the most sales, allowing you to refine your strategies for optimal performance.
2. Continuous Improvement: In the heady realm of online advertising, stagnation is the enemy of success. A/B testing facilitates a culture of continuous improvement, where even minor tweaks can lead to enhancements in campaign performance over time. By constantly iterating and refining your ads, you stay ahead of the competition and maintain a competitive edge.
3. Cost Efficiency: Inefficient advertising can drain your budget without delivering tangible results. It can make you give up and question your book and your sanity. A/B testing enables you to identify high-performing ad elements early on, ensuring that your resources are allocated to tactics with the greatest potential for success. By eliminating guesswork and focusing on what works best, you maximize your ROI and achieve more with less. And stay sane.
But A/B testing is not merely a tool, it's a mindset—a commitment to constant refinement and optimization in pursuit of advertising excellence. It’s not about focusing on instant returns. It’s about long term thinking.
By harnessing the super-power of A/B testing, you can unlock the full potential of your online advertising campaigns, driving better results, and ultimately, real success.
Facebook Ads Working Examples
To see examples ads we created and are managing for authors and which are making a consistent profit, every month for them, not just the one-off sales you get from email ads, go to this link.
Email ads deliver occasional spikes in sales, which can be useful. Facebook ads go further.
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I recently attended a "Self-pub" conference in ATL. NO ONE MENTIONED "split testing"?? I asked both attendees and sponsors booth, "do you do split testing on your cover designs? "ANS: (Attendees: "what is it?" -- Adv Booth: "We could if you wanted us to, by why bother. I can look at a cover and tell it's a winner or not"?? I left earliy, thinking my registration fee served as the cost of learning to avoid STUPID??