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.

Source:
Campaign Asia

Related Articles

Just Published

1 day ago

Mark Read on WPP’s creative agencies slump, big ...

CEO dismissed idea WPP might sell AKQA in Campaign interview.

1 day ago

40 Under 40 2024: Yong Ping Loo, TBWA

With a winning mix of creative and commercial acumen, Loo is a social media maven whose out-of-the-box ideas have been instrumental in driving TBWA's growth.

1 day ago

Hakuhodo announces new leadership in planned transition

A leadership reshuffle at the Japanese ad powerhouse sees experienced executives step aside for a new crop of male leaders taking the helm.

2 days ago

How AI is reshaping the dynamics of ad fraud

Faced with an an alarming rise in invalid web traffic due to the rise of AI-powered crawlers and scrapers, Campaign explores the strategies advertisers can implement to mitigate the impact of evermore sophisticated AI ad fraud schemes.