A/B testing for Ad Campaigns

A/B testing for campaigns is a statistical way of comparing two versions (Version-A and Version-B) of a campaign or AdGroups under it to determine not only which version performs better but also to understand if a difference between two versions is statistically significant. 

Don’t worry about the users as we’ll automatically split them at random between these campaigns/AdGroups and target them with different content. Think of it like a competition where you’re pitting two versions of the assets against one another to see which comes out on top.

How does A/B Testing work?

A/B testing is a five-stage process:

  1. Before creating the experiment, figure out what kind  of data you'll be able to collect and evaluate.
  2. Identify the opportunities for the experiment and create a theory about how consumers will react to a certain feature of the product based on the data already available.
  3. Consider multiple elements (the examples are shared below) which are well suited in accordance to the product. 
  4. Run your test.
  5. Finally, you'll go through the data from the A/B test and decide which of the two features received the most favorable feedback or the most interaction from the users.

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Create an A/B test

To test this you may launch multiple campaigns or launch one campaign with multiple AdGroups. Here are the steps:

  1. In the Home tab, click Create to initiate campaign creation process from scratch. 
  2. Or you may navigate to the Campaigns tab and click Ads >> Create.
  3. Select your marketing goal and click Next.
  4. Under Campaign Settings, follow the checklist to set-up the campaign by scheduling date, configuring the respective channels by setting the bidding strategy, configuring AdGroup, choosing targeted audience, select|create|upload|request ads, and finally, click Edit to optimize your budget across channels
  5. Once you're done setting the campaign, scroll up to the top of the page and click Submit. You can also click Finish Later to save your campaign as a draft.

Let’s take a look at an example: 

You have two landing page designs and you want to know which one will perform better. Using A/B testing for campaigns you assign one landing page design to Version-A campaign and the other landing page design to Version-B campaign and then observe how each landing page performs in metrics such as impressions, clicks, or conversions. Analyzing the results, you may find answers on how to forge landing pages in the future. 

The same can be applied to ad banners. It will help you decide which set of ads are bringing in better results. 

Which elements to test?

Here are a few examples of experiments you may perform:

  1. The headline: On your landing page, the headline is one of the first things visitors will notice. It's your chance to communicate the value proposition and appeal to various visitor personas.
  2. CTAs: The call to action instructs readers on what they should do next. It should persuade the reader to take advantage of your offer because it offers too much value to resist.
  3. Video and images: The right image/video can persuade your visitor to convert. Since they play an important role in the online sales process, consider glorifying the value proposition of the business along with quality, and uniqueness of the image/video for the landing page. 
  4. Testimonials: Testimonials are effective in persuading visitors that your company is legitimate and trustworthy. The more the number of testimonials, the optimum will be the performance.
  5. Content depth: Some customers want high-level information that gives them a general overview of a topic, while others want a thorough dive that goes into every detail. To understand in which category do your target customers reside, create two pieces of content one will be significantly longer than the other and provide deeper insight.
  6. Different offers: You may fixate on offers. One campaign could include a discount coupon, while another does not.
  7. Media mentions: When your company, product, or service is featured in a big publication, whether online or offline,you want people to be aware of it, but the information must be conveyed in a clear and efficient manner.
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