A/B testing, also called split testing, is a tactic by which we determine which ad headlines, body copy, images, call-to-actions, or a combination of the above work best for our target audience. We do this by taking 2 ads, and letting them compete with each other to determine which one is higher performing. A/B testing allows you to gather insights for a more efficient spend the following week.
Setup A/B Test (week 1) Gather Insights (end of week 1)
Make adjustments based on winner of A/B testing (week 2)
Repeat (throughout the campaign)
TOP OF FUNNEL (TIER 1)
AUDIENCE: We start by using the most advanced, up-to-date information possible about people who are most likely to become foster parents, and the areas of highest need based on OHC data.
CREATIVE: Foster a Future videos that compel people to learn more on the FosterParentsRock.org website.
BOTTOM OF FUNNEL (TIER 2)
AUDIENCE: People who viewed one of our initial videos + top 25% of web traffic visitors based on Facebook’s Pixel data.
CREATIVE: Retargeted ads with a stronger emotional component (Foster Parent Champions, Gala family of the year, etc., reedited No Matter What recruitment topic videos) and a strong call to action. Clicks direct to lead generation form to turn them into highly qualified leads.