Babar Khan Javed
Apr 6, 2018

Facebook introduces A/B testing tool

Facebook catches up to Google and offers advertisers an A/B testing tool.

Now digital media planners can lean on AI to optimize campaigns across ad formats in the duopoly.
Now digital media planners can lean on AI to optimize campaigns across ad formats in the duopoly.

Five months after Google introduced ad variations in AdWords, Facebook has introduced the ability to split test as a means of comparing creative options, calls to action, and ad formats.

Advertisers and agencies that have access to the Ads Manager Guided Creation workflow will now be able to access Split testing and learn about the creatives and segmentation that best equate with target audiences.

Commonly referred to as A/B testing among digital media planners and performance marketers, the tools offered by Google and Facebook allow advertisers and agencies to test various assumptions around ad performance and the triggers that influence engagements and actions.

While Facebook is demoting engagement baiting, split test ads can be optimised for engagement as well as likes and event responses, including app installs, reach, video views, traffic, lead generation, and catalogue sales.

The automated element of the tool will inform advertiser and agencies about the best ad iteration that performed its final objective at the lowest cost, tracked via a Facebook pixel.

Related Articles

Just Published

1 day ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

1 day ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

1 day ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

1 day ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.