Facebook Business

April 2, 2018

Making Split Testing Easier and More Accessible for All Advertisers

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, we 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, we’re making it even easier to conduct split tests by integrating split testing into commonly used workflows. We’ve 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. You can learn more about creating split tests in the Advertiser Help Center.

Split test ads optimized for engagement

We’ve 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. We’ve 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.

Seamlessly duplicate your split tests

For advertisers running several split tests, we’ve added a way to duplicate your split test while maintaining existing split test settings. This makes it easy for marketers to use prior split tests as a template for new tests or to easily restart a test.

Create your split test today to learn what works best for your business and optimize your campaigns.

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