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These are the user uploaded subtitles that are being translated: 1 00:00:00,530 --> 00:00:02,820 Create your first ad is fantastic news. 2 00:00:02,820 --> 00:00:10,550 Now what we do at this point typically is what we call a split test sometimes called an A B test. 3 00:00:10,740 --> 00:00:16,860 All it is is creating a copy of your ad and changing one thing. 4 00:00:16,860 --> 00:00:18,100 Now why would we do that. 5 00:00:18,210 --> 00:00:23,920 Well we just created an ad and it's kind of like our best guess if you like. 6 00:00:24,090 --> 00:00:28,920 As to the best ad we could possibly come up with but we don't really know until we got there and tested 7 00:00:28,980 --> 00:00:29,940 on the on the market. 8 00:00:29,940 --> 00:00:32,400 We don't know whether it's going to respond that well or not. 9 00:00:32,640 --> 00:00:38,310 So what we'll do is we will basically create variations of that ad and in this case I'm just going to 10 00:00:38,310 --> 00:00:40,550 create one which is typically what I do. 11 00:00:40,680 --> 00:00:46,830 But often you'll see people create many many variations of the ad and then basically test them all and 12 00:00:46,830 --> 00:00:49,400 see which one performs the best. 13 00:00:49,510 --> 00:00:49,850 Yeah. 14 00:00:50,040 --> 00:00:52,710 And then drop the others. 15 00:00:52,710 --> 00:00:59,430 So you know it's basically a way of finding out by testing which one of your ads is going to perform 16 00:00:59,430 --> 00:01:00,270 the best. 17 00:01:00,300 --> 00:01:05,730 Now it's entirely up to you whether you do this is not compulsory by any means is definitely worth if 18 00:01:05,730 --> 00:01:07,640 you can doing one. 19 00:01:07,650 --> 00:01:09,660 So at least one variation. 20 00:01:09,660 --> 00:01:15,120 But sometimes you know for budgetary reasons for example because it will be another three dollars a 21 00:01:15,120 --> 00:01:16,360 day to be doing this. 22 00:01:16,500 --> 00:01:17,840 You may not want to do it. 23 00:01:17,850 --> 00:01:23,370 So I totally understand if you don't want to but if you can I would certainly suggest you do in fact 24 00:01:23,400 --> 00:01:27,070 I would strongly encourage you do it is very very important. 25 00:01:27,090 --> 00:01:34,350 So let's dive over to our Facebook ads now and see how we can actually put a split test together. 26 00:01:34,350 --> 00:01:39,270 So here we are and this is the screen I left you looking at at the end of The Last Lecture. 27 00:01:39,300 --> 00:01:42,810 And just to repeat I'm going to explain all these stats coming up. 28 00:01:42,930 --> 00:01:46,920 But right now I just want you to recognize we've got a campaign that we set up called the heart shaped 29 00:01:46,920 --> 00:01:48,790 dog pendant campaign one. 30 00:01:49,110 --> 00:01:54,900 So if you click on that you see as I'm sure you're an set one and what we're going to do is we're going 31 00:01:54,900 --> 00:01:58,010 to create a copy of the ad set. 32 00:01:58,050 --> 00:02:01,170 OK that's how we're going to do a spit test not to do that. 33 00:02:01,170 --> 00:02:02,060 It's very straightforward. 34 00:02:02,070 --> 00:02:11,320 Just basically select it and then here just hit duplicate and if you take existing campaign and just 35 00:02:11,320 --> 00:02:17,040 basically hit duplicate again then it will pull up an exact copy of your ad site as you can called it 36 00:02:17,070 --> 00:02:18,790 and set one copy. 37 00:02:18,790 --> 00:02:23,260 Now the only thing we're going to change because we're going to keep thing at the outset level exactly 38 00:02:23,260 --> 00:02:26,570 the same is simply the names are going to set to. 39 00:02:26,620 --> 00:02:27,150 OK. 40 00:02:27,450 --> 00:02:33,460 And click on publish and then once that's all been accepted just simply click on close. 41 00:02:33,840 --> 00:02:39,600 So now what you see is we have set one as we have before and now add set to as we just created. 42 00:02:39,630 --> 00:02:44,250 Now a clicking at set to I will get to the ad itself. 43 00:02:44,250 --> 00:02:45,840 So here it is. 44 00:02:45,840 --> 00:02:49,410 And this is where we're going to make one change. 45 00:02:49,410 --> 00:02:56,930 So what I want to do is click on edit this point as I just said we are going to make one change now. 46 00:02:56,950 --> 00:02:58,530 One the only one. 47 00:02:58,570 --> 00:03:05,380 Well if you step back and think about it we are wanting to test two different types of ads. 48 00:03:05,470 --> 00:03:11,080 We want to see whether making a change will make a difference to the number of people that are clicking 49 00:03:11,350 --> 00:03:14,170 and then ultimately buying from us. 50 00:03:14,180 --> 00:03:15,850 So I said changed two things. 51 00:03:15,850 --> 00:03:18,420 I changed the text and I also changed the image. 52 00:03:18,550 --> 00:03:22,400 And as a result I got 100 percent more sales than before. 53 00:03:22,450 --> 00:03:27,790 Now that will be great but I wouldn't know whether to attribute that to the change of the text or the 54 00:03:27,790 --> 00:03:29,330 change of the image. 55 00:03:29,350 --> 00:03:35,320 So by changing any one thing if I just simply change the image for example and my cells got by 100 percent 56 00:03:35,680 --> 00:03:39,040 that I know for sure that was all about the image. 57 00:03:39,040 --> 00:03:43,110 So I hope that makes it perfectly clear why we only ever change one thing. 58 00:03:43,180 --> 00:03:48,640 So here to change the image very very easy to just scroll down until we find the image we can click 59 00:03:48,640 --> 00:03:49,920 on clear images. 60 00:03:51,120 --> 00:03:54,950 And then we can select a different image. 61 00:03:55,140 --> 00:03:57,710 So take this one with the black background this time 62 00:04:03,400 --> 00:04:09,730 again maybe just do a little bit of editing make sure looks all rights go pretty happy with that. 63 00:04:09,740 --> 00:04:17,020 Let's just say and done. 64 00:04:17,100 --> 00:04:17,690 So that's it. 65 00:04:17,700 --> 00:04:20,440 We've changed one image and I've done this fairly quickly. 66 00:04:20,440 --> 00:04:22,560 To be honest that's not the best image that I want. 67 00:04:22,560 --> 00:04:27,060 I'd probably zoom in a little bit more and make that a bit clearer but I'm trying to make the point 68 00:04:27,300 --> 00:04:28,440 of the one change. 69 00:04:28,440 --> 00:04:30,530 That's what this lecture is all about. 70 00:04:30,720 --> 00:04:38,310 So here all I now need to do is click on publish once that's all done just click on close. 71 00:04:38,430 --> 00:04:43,710 Now just go back to the campaign where we started. 72 00:04:43,710 --> 00:04:50,730 And if you click on that link to the campaign and if I go into the ad set one you can see this is the 73 00:04:50,730 --> 00:04:54,760 one running with the white background. 74 00:04:55,320 --> 00:05:01,330 And if I go into it too you can see that's the one running with the black background. 75 00:05:01,350 --> 00:05:04,260 Now as I said right at the beginning it's not absolutely essential. 76 00:05:04,260 --> 00:05:07,640 I appreciate that we are now spending another $3 a day. 77 00:05:07,800 --> 00:05:14,410 But if you can really go for is a very very important part of advertising split testing AB testing what 78 00:05:14,400 --> 00:05:15,480 do you want to call it. 79 00:05:15,570 --> 00:05:21,060 And this is a very very basic example but it is enormously powerful and in the long run it can pay huge 80 00:05:21,150 --> 00:05:22,090 dividends. 81 00:05:22,110 --> 00:05:28,500 So congratulations not only have we set up our first ad but we now have a split test running. 82 00:05:28,740 --> 00:05:33,210 So in the next lecture Let's talk about what all these numbers mean because while these ads are currently 83 00:05:33,210 --> 00:05:38,280 in review as you can see here they'll soon be running and we're going to start seeing numbers popping 84 00:05:38,280 --> 00:05:38,810 up here. 85 00:05:39,000 --> 00:05:41,440 So be good to know what they all mean. 8773