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New Facebook Split Testing Options, Do's and Don'ts of Cover Photos

This week, we discuss new split testing options on Facebook and the do's and don'ts of cover photos.

To help you prioritize your reading time, we’ve created a ranking system of 1 - 3 ravens. The bigger the flock, the greater the importance. If you want more than our summary, click the title for the full article.

●Advertisers can now split test within Quick Creation flow.

  • This means that advertiseres can create and manage their ads in bulk.

● Split tests can be optimized for different marketing objectives.

  • These objectives include post engagement, page likes, event responses, sales, conversions, application installs, reach, video views, traffic and lead generation.

● Facebook has added important performance indicators such as CPM, cost-per-click and click-through rates to the new reporting dashboard.

● Advertisers can now also duplicate split tests while maintaining existing settings.

● Facebook is giving up a major data source for its advertisers as a precaution to protect users' information.

  • The company is no longer comfortable using data from third-party providers.

● Advertisers will still be able to access information that Facebook gathers from page likes and data from advertisers themselves.

● Follow the Facebook cover photo guidelines.

  • Your cover photo cannot be deceptive, misleading or infringe on someone else's copyright.

  • Don't encourage your audience to upload your cover photo to their own timelines.

● Format your cover photo to the correct size.

  • The best banner size is 851 pixels wide by 315 pixels tall for computers, and 640 pixels wide by 360 pixels tall on mobile devices.

● Keep your cover photo visually based, but don't worry about the '20% text' rule.

  • In the past your cover photo could only be 20% text, however this rule is out the door and you can use as much text as you want.

  • This doesn't mean you should go crazy with text, try to keep it focused on a photo.

    • Your cover photo will be more informative and engaging if you keep a smart balance between imagery and text.

    • Make your cover photo a focal point and match it with your brand.

      • Think of your cover photo as the centerpiece of your Facebook page.

      • Use your brand colors to give your page a cohesive look.

  • Consider trying out a Facebook cover video.

    • Your video should still act as a centerpiece and stay on brand, but this can be a great way to grab people's attention.

  • Try to draw attention to the action buttons at the bottom right.

    • These CTA buttons are what you really want your page visitors to look at so try to draw people's eyes to this location.

  • Align your photos to the right.

    • Your profile is on the left so orienting your pictures will help balance the over visual of your page.

  • Remember how your photo will look on mobile.

    • On mobile devices the sides of your photo will be cut off. Therefore, you want to make sure you don't have any essential information in these portions of your photo.

  • Pin a related post right below your cover image.

● This gives your page visitors a very clear call-to-action that appears in several different locations.


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