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Muhammad Hudzaifah Nasrullah Pengarang Ewin Suciana Pengarang Al-Bahra Pengarang

The Covid-19 pandemic has had a major impact on the national economy, including MSME. The impact of Covid-19 caused the decline and bankruptcy of some MSME due to declining sales due to social restrictions. The solution to survive and thrive is to change a conventional business into an online business. One of the media used for online business is social media marketing, especially Facebook and Instagram with the most users. However, with this great potential, many MSME cannot take advantage of it due to lack of knowledge and fear because of the disadvantages of advertising with Facebook ads. To reduce advertising losses, this study provides a split testing analysis of Facebook ads with the campaign budget optimization (CBO) technique so that the optimal budget for advertising has potential and terminates ads that are not potential. The results of the study obtained that the budget was optimized on ad set1 of Rp. 139,943, CTR 2.58% shows good creative ads, CPC, and low link clicks with an average of Rp. 615 and 59 content serving below the standard 65% due to slow speed web. This research is expected to help MSME avoid advertising losses because they do not go through the testing stage and do not optimize the CBO technique provided by Facebook.