Facebook Ads

5 Variables You Should Know When A/B Testing Facebook Ads

Taking an A/B test is a starting point to find out how we can improve the analysis of campaign results on Facebook. Know how!

We are often driven to think that paid media campaigns are a meaningless waste of money, and it only takes one campaign with a low ROI to think about giving up advertising on the internet and social media.

However, eventually, we have to put the feelings, notions and emotions aside and worry about the value that the data gives us to go in search of a strategy that is assertive.

The famous A/B tests already commented by our team in some posts are the starting point to find out where we can improve the analysis of the results of campaigns made on Facebook specifically.

How does an A/B test work?

The main idea of ​​an A/B test is to compare an original ad (version A) with its variations (version B), in the same period of time, to reach a conclusion about the hypothesis that the variations of this ad can bring. That is, based on data and statistics, choose a “winning” version of the best format of your piece, finding the opportunities for the features that work better than the others.

To prove the theory of the tests, it is interesting to make a comparison of 5 variables to achieve better results, which are:

  • 1 – Image
  • 2 – Ad text
  • 3 – CTA Buttons
  • 4 – Interests
  • 5 – Location of the ad

Variable #1 – Image

Advertisers say and science proves it: the first thing people see in an ad is the image. It greatly influences a person to continue or not to see your ad. And it’s the first variable that can be tested when optimizing your part:

#Use different colors

There are several studies that talk about the power of colors and how they influence a sales process.

Is an ad that has several colors in the same place more effective than one that has fewer colors? Test!

#Use people’s faces

Can images of people’s faces be effective in getting people’s attention?

Generally what we see from some image banks is that using attractive men and women and smiling children is enough to capture people’s interest for your text. However, these images will not always make sense for your business, and in some situations, they will even be irrelevant.

#Use animals

Just like baby pictures, animal pictures are captivating and appeal to the vast majority of people.

Images that capture the attention of our eyes or incite some kind of emotion are highly recommended. When you see the variety of photos that can be used as variables in your ad, it’s time to test which one is more effective than the other.

But beware: Use images of animals only if your product or service has some kind of relationship with the animals, otherwise this variable will not make sense in your ad.

Variable #2 – Ad Text

An ad text for Facebook consists of 3 parts:

  • Headline
  • text body
  • Description

# Headline

After the image, the 25-character headline is one of the most attention-grabbing factors in the ad. You can start with an attractive headline, which captures people’s attention right after they see the image. Then you can explore the body of the text as you explain the offer, to finally add more details to the link description (text that comes right below the headline).

Write headlines that are strong and compelling, and that are challenging, prompting even people who write more naturally to look at your ad. Testing this variable at the beginning of your campaigns will give you a clearer hypothesis of which paths to follow when optimizing a campaign.

# Body (post text)

The body of the text is where you can explore a little more about what you say and how you say it in relation to the product or service you are advertising. This message must be consistent and follow the line of thought of the headline and description.

The ideal is to always remain objective, with clarity on ideas and on the product/service that will be offered. Most of the time, using fewer words in the body of the text means a greater understanding and return on the part of those who will click on your ad.

# Description (text below headline)

This is where you best justify your headline. Despite having the smallest font among the other parts of the ad, if it has errors it will be noticed throughout the piece.

Some ideas for a creative description are:

  • 1 – Social proof: Use the social proof of your fans/followers to influence the purchase decision process of the person who will see your ad. It could be a product review, testimonial, ratings or social media statistics.
  • 2 – Authority: Associate your product with someone you know or a reference in the subject. Credibility is important and makes all the difference for those who are still in doubt.
  • 3 – Urgency/Scarcity: Nobody wants to lose a good condition for closing the sale. Combining this with the sense of urgency, generating the scarcity principle makes more people take some kind of action.

Variable #3 – CTA Buttons

Facebook provides some interesting call-to-action buttons (CTAs) options, and they are:

  • book now
  • use application
  • Contact us
  • To play
  • Buy now
  • Register
  • watch video

The test between an ad that does not have a CTA, with one that has a “Sign up” or “Buy now” can bring different results and ideas for new actions in campaigns, aiming to increase their ROI. A number of clicks, conversions, and other KPIs from calls to action can be an added efficiency test for your advertising.

Learn more about the call-to-action possibilities in the “Facebook: Call to Action button on the Fan Page” post.

Variable #4 – Interests

It’s not just the direct features of an ad that will show what needs to be optimized. Features of interest in targeting Facebook Ads can bring analytics that changes the direction of a campaign.

Facebook measures interests based on:

  • Interests listed;
  • Activities
  • education and positions
  • Fan pages that people like
  • Apps that people use
  • Groups they participate

To have a powerful strategy it is necessary to do tests and tests. Basing only on what we think can make the money spent on this paid media bring less return than expected.

Variable #5 – Location of the ad

Does the right column work better than the Timeline for advertising on Zuckerberg’s social network? It is only possible to know through tests.

Facebook has four options for locating ads, and it’s up to you to understand how best to use them:

  • Mobile timeline
  • Desktop timeline
  • right column
  • Instagram

If you’ve been using the same ad setting on the network for a long time and metrics are dropping, maybe it’s time to change where it appears. If the landing page or your website is not responsive, there is no reason to choose the mobile timeline.


The most important thing in A/B testing of Facebook ads is that each variable must be tested at a time, and not all at the same time, as this is the only way to measure what each element makes of difference in your campaign.

There is no formula for a perfect campaign on Facebook, and proof of this is the small details that we comment on in this text that can make a difference in the success of your campaign on Facebook Ads.