Making Split Testing Easier and More Accessible for All Advertisers(an update from Facebook)
Testing different versions of ads enables you to determine what works best for your business and ultimately create more effective marketing campaigns. Split testing, also known as A/B testing, can help you experiment with a hypothesis and identify best practices to inform your advertising strategy. Last October, Facebook launched creative split testing, enabling you to A/B test various ad formats, creative options, calls-to-action and more to see what drives the best results.
Now, Facebook is making it even easier to conduct split tests by integrating split testing into commonly used workflows. They have also made other improvements to make split testing accessible and valuable for all marketers regardless of their business objective.
*Run split tests in the Quick Creation flow
Previously, marketers could create split tests in Ads Manager’s Guided Creation workflow. Now, you can create split tests in the Quick Creation flow, making it easier for advertisers who prefer the Quick Creation flow to create and manage ads in bulk.
*Split test ads optimized for engagement
Facebook added split testing support for the engagement marketing objective, so you can easily run a split test on ads optimized for post engagement, Page likes and event responses. You can also run split tests for ads optimized for catalog sales, conversions, app installs, reach, video views, traffic and lead generation.
*View additional KPIs in the reporting dashboard
Split testing identifies a winning ad version based on the lowest cost per result relevant to your campaign objective. Facebook added a new reporting dashboard for you to also view standard KPIs for the ads in your split test, such as CPM, CPC, CTR and more, to inform your marketing strategy.