Facebook introduces A/B testing tool

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.