Testing before going all out is the most important practise that we recommend any advertiser to do! AS we should understand that the great results of your campaign will never be based on one or even 2 variables! There are many factors affect and determine success. A split test can support you comparing those variables to see which one works the best for your campaigns and targeting audiences, plus to that, this information will allow you to optimize and adjust your campaign in a more efficient way.
9 Steps to set up a split test:
1- In Ads Manager, select a campaign objective.
2- Name your campaign and toggle on Create split test.
3- Select the variable you want to test:
- Creative: You have to know what are the images, videos, text, headlines or call-to-action (CTA) buttons perform best?
- Audience: That will help you to know what is the types of targeting are more likely to respond to your promotion?
- Placement: What is the best perfromed placement (for example, Instagram or Facebook) are most effective for a given ad, and where should you show them on each platform (Stories or feed)?
Note: Campaign budget optimisation and split test can’t be used together at this time.
4- Set up the audience, placements and delivery optimisation for your ads.
5- Split test budget & schedule
It is very important to determine your budget before start with your campaign but If you are not sure what your budget should be? then you need to split test the budget because that will produce enough results to confidently determine a winning strategy. You can use the suggested budget if you’re not sure about an ideal budget.
6- Show advanced settings
Show the advanced settings. This option will help you to know the exact start and end date of this spilt test.
7- Choose a duration for your test. It must be between 1-30 days.
Advice: We recommend 4 to 6-days tests for the most reliable results.
8- You need to upload your creative for your first and second ad sets: ad Set A and ad set B
Now your campaign is ready to run. Keep an eye on the performance. After someday, Facebook will consider the indicator your choose and give you the recommendation and the action that will be taken.
Instagram is one for the most familiar advertising platform for businesses and advertisers!
In 2018, the platform creates a huge update to the Instagram algorithm and since then, the team and I was trying to understand the approach and how it works by testing and learning
Remember always that Instagram is a business!
Business Model for the Instagram algorithm:
Before you build your Instagram strategy and in order to understand the best way of optimizing your campaigns and your organic reach you MUST learn and have a deep knowledge of the business model of Instagram as a business and learn the approach they used to generate revenue.
Remember that Instagram earns money from users and most of the revenue came for the business accounts where people spend money on advertising The formula is simple:
More Users –> Ads to be seen –> More Money
After understanding the business model and know how the Instagram system works, The understanding of the algorithm of Instagram will be more appealing for us.
Instagram Algorithm for the Instagram algorithm:
You should keep in mind that Instagram is relying 100% on User Generated Content (UGC).
The main Algorithm Factors:
1- User Frequency for the Instagram algorithm:
There are 2 types of users on Instagram and the algorithm organise the process of showing the relevant posts to these users.
Active Users: Users who log on to Instagram every hour or more than 4 to 5 times to the platform are more likely to see most of the content that appears on their feed plus to the advertising posts/Videos & Stories. These kind of users are the engine of the platform.
Semi-Active Users: The algorithm change with users who are logs on once a day so it works to provide these users only the most and high relevant posts to them. The reason behind this is to increase the possibility of for them to be active users rather than semi-active users.
2- Session Duration for the Instagram algorithm:
All fall into the Instagram algorithm, as we know that users who stay longer on the platform are the revenue generator for Instagram and the testing ground while users who stay for a short time have a much-focussed staff on their feed. (The important and relevant staff to show first)
3- Following Size for the Instagram algorithm:
The more profiles an account follows the more content Instagram has to sort and prioritise. This means that if you publish multiple posts a day, the competition will probably be too high for them all to appear on that user’s feed.
4- User Timelines for the Instagram algorithm:
Understanding the normal and interaction of the user with their feed, like how normally liking, commenting or saving the friend’s/company’s posts and videos. After that segmenting the users into very complex groups in terms of this organic behaviour. It’s all related to the machine learning of Instagram Algorithm
5- User Interests for the Instagram algorithm :
The machine learning of Instagram studies the behaviour of the user on how the user reacts to the ads in general. After that segmenting the users into very complex groups in terms of these behaviours. One user can be in more than 1 group. Depending on this information the user will start seeing the ads that most relevant to the behaviour and the data history of that user.
6- User Relationship for the Instagram algorithm:
Basically is how is the relationship between one account to other accounts (Private or Public)
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