Four31 Digital

Belated Happy New Year 2021!

As we go into yet another challenging year for businesses in our sectors of food & drink, hospitality, leisure and tourism, we are going to start our blog. It’s aim is simply to provide articles that may be of interest to businesses in these sectors about using social media marketing effectively to help to build an audience, increase engagement and, ultimately, to get people to take action in whatever way you want such as getting sales, getting leads or anything else. As a business, our focus is on using paid social – paid social advertising such as Facebook and Instagram ads – to help business achieve their goals and we will be starting off with a short series of articles about using Facebook Experiments to test how successful your ads might be. Do let us know if there are particular areas of social media marketing that you would like us to cover in the future.

Facebooks ads can be so powerful to move your social media goals forward – the targeting across Facebook, Instagram, Messenger and Audience Network is really second to none. But is is important to track your progress and Facebook’s Business Manager has a useful range of Experiments which you can run to test the success of your ads and we will look at three this week.⁠
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A/B Testing is probably the best known of the Experiments and allows you to test different versions of your ad to see which performs best, measuring the impact on Cost per Result or Cost per Conversion Lift. You can change variables, such as your ad creative, audience, or placement to determine which strategy performs best and improve future campaigns. For example, you might want to test if a custom audience strategy will outperform an interest-based audience strategy. An A/B test lets you quickly compare both strategies to see which one performs best.⁠

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The second Facebook Ads Experiment that you can run is Holdout Testing. ⁠
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Holdout Testing uses a holdout group to measure the total conversions caused by your ads and looks at Conversion Lift⁠
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A Conversion Lift test compares people who had the opportunity to see your Facebook ads with those in a holdout group who were intentionally withheld from seeing your advertising. The incremental effect your Facebook ads had on conversion activity, such as purchases and other standard and custom events, can then be measured. You can run a holdout test on a specific Facebook ad campaign or across all of your Facebook advertising.⁠