Suppose you had 10 blog posts you wanted to promote to drive traffic to your site. But, to save costs, you only want to run posts which yield high CTR.
One way to do it would be to run all 10 posts ads, each with a small advertising budget, collect a sufficient amount of data, and determine, which, if any, yield high CTR. You would cancel any underperforming ads, and increase ad spend on the higher performing blog posts.
NOTE: When I say, run a blog post as an ad – there may be some confusion. Currently, Facebook only allows three types of ads in their Ads Manager:
- Single Image
- Video
- Carousel
To run a blog post as an ad, you would need to post the blog organically on your Facebook Fan Page (aka your company page on Facebook), then hit the ‘Boost’ button. When you do that, it generates an ad in the Ad Manager similar to the aforementioned ad types. Similarly, you can select your audience targeting, budget, duration, etc.
The second way to do it, would be to run tests in Facebook Creator Studio to determine the winners before committing ad spend. This is how you can save money on Facebook Ads.
To start testing creative (video, image, link, text…), do the following steps:
- Go to Facebook Creator Studio
- Click Tools > Post Testing
- Follow the prompts to test up to 4 creatives from 10 mins – 24 hours (max).