![]() We could look at many data points, but our only focus for this test is CPC. I share these only to make you aware of multiple ways to find your data when you test Facebook Ads. Once connected to the site with your Facebook profile, you can search by ad title, and there is all the info you need: You can also export the data selected to a spreadsheet for analysis outside of Facebook.Īnother great way to see the winning ad is from a free Agorapulse tool called AdsReport. Dig through the different types of data to view, which can be confusing.īut from there, you’ll see all the detailed data for the test.Find the ad by searching or scrolling through your ads.Especially if one of the ads accounts is inside Business Manager (which may require 2-3 additional clicks). Select the correct Ads account, if you have multiple ads accounts it becomes even more difficult.Click on “Manage Ads” inside the Facebook dropdown menu while logged into your personal profile. ![]() To find the data needed to properly analyze you must: It’s honestly a bit hard to get to inside Facebook Ads Manager. You can also go into Facebook Ads and, after a few clicks, see the winning ad: This could possibly be due to some sort of glitch on Facebook Ads. In this case, we were testing the “Creative,” which was the aspect ratio of the video ads.įacebook will send an email, such as the one below from a different test, that states which ad won the split test:īut, for some reason, I never received the email from Facebook on this particular test. When you run a split test on Facebook Ads, you’ll automatically see which ad won based on the objective you are testing. The Results of Aspect Ratio Test on Facebook Video Ads The text in each ad was the same for each aspect ratio. There were no subtitles on the Agorapulse ad. ![]() On Facebook, the vertical ad looked like this: This is what the square video ad looked like on Facebook: The video below was used (in three aspect ratios) for the Facebook Ads testing for Wave.Video. (Although our ad budget was set to a maximum of $150, the full amount isn’t usually spent due to ad bidding on Facebook and the inventory Facebook has in its system at the time.) Ads: Wave.Video Aspect ratios tested:īudget: $150 per account, divided between the three video sizes. We both ran ads on our Facebook pages to determine if we see a clear winner regarding the video aspect ratio in Facebook ads. The Social Media Lab teamed up with Wave.Video for this experiment. Testing Video Aspect Ratio on Facebook Ads But the companies they tested with were big, global brands, so we need to test on a smaller scale. I’m basing this assumption on the findings Facebook found during its research. Hypothesis: Vertical video ads have the lowest CPC on Facebook. That’s a 70% swing in favor of vertical videos in Facebook ads.Įven though my assumption was square videos would perform better, due to how they show up on mobile devices, I’m going to lean towards Facebook’s data for my hypothesis. ![]() “Seven of the ten tests showed that vertical video ads drove an incremental increase in brand lift, including a three- to nine-point increase in ad recall.” Is there a preferred video aspect ratio?įacebook ran 10 A/B test s on the different video aspect ratio sizes for ads and found: You notice there are many video size choices an advertiser can choose for Facebook Ads. This graphic from Idea Rocket should help visualize the different sizes: What do we mean by “video aspect ratio”? This refers to the size of the video as seen on devices. We’re going to find out if the aspect ratio (video size) of videos used in Facebook video ads impact clicks and views If you’re looking for a lower cost per click (CPC) on your Facebook video ads this experiment in the Social Media Lab is for you!
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