A/B Testing as referred to as split testing, allows us to test different variables of our campaign (creative, delivery optimization, audience, and placement) to see what components or elements work best to achieve our campaign goal or desired output sets.
Facebook’s A/B testing devices work across the Facebook group of applications and administrations to assist with understanding which advertisement techniques have the most grounded sway on mission execution. We can utilize the bits of knowledge you pick up from the A/B test to improve our future promoting plans.
How does A/B testing work?
Facebook’s A/B testing tool helps us easily test different ads to see which ad performs the best. A/B testing divides our audience into random, non-overlapping groups who are shown ad sets that are identical on all aspects except for a distinct difference, or “variable”. For example, our variable could be a different creative, audience, placement, or delivery optimization.
The performance of each ad set is then measured against our campaign objective, and the best-performing ad set wins. After the A/B test has been completed, we will receive an email and notification of the winning strategy.
A/B testing lets us test with many variables, including
- Creative
- Audience
- Delivery optimization, and
- Placement.
The Creative variable allows us to compare the performance of different ad images, text, or creative types. For example, in one test we might compare how our ad performs with a video versus an image carousel. In another test, we might have ads with the same image or video but a different copy.
On the Audience variable, we can compare how effective our ads are at reaching different audiences or demographics (examples include: age, race, ethnicity, gender, marital status, income, education, and employment).
For example, we might add or remove certain regions for one audience, or compare a custom audience with a core audience.
With the Delivery Optimization A/B test, we run two ads driving people to our website or application. One would optimize ad delivery for impressions while the other optimizes for link clicks. We can track metrics to see which ad performs better.
Finally, the Placement variable allows us to compare how effective different placement types are in reaching an audience. For example, compare automatic placements with specifically chosen ad placements. Or simply we could test Facebook placements against Instagram placements.
Let Us Start with A/B tests on Facebook
First, we can create an A/B test by selecting a campaign or ad set in Ads Manager and clicking the button labeled “A/B Test”
1. Select a campaign objective that enables A/B testing: brand awareness, reach, traffic, app installs, video views, lead generation, conversions, catalog sales, engagement, and messages.
2. Select the option to create an A/B test.
3. Select the variable(s) to test: creative, audience, delivery optimization or placements.
4. Run campaign.
5. Once a winner has been determined, identify the winning ad set in Ads Manager and an email is also sent with the results.
6. Learn the results and generate proper output from them to determine the best ad strategy for future campaigns.
For more information, you can also visit Facebook’s Advertiser Help Center.