Facebook has announced that advertisers can now run split tests in the Quick Creation flow in Ads Manager, instead of just in the Guided Creation workflow. The change makes the process easier for advertisers who prefer to create and manage their ads in bulk.
Split testing – otherwise known as A/B Testing – is an important technique to help you find out what works best for you and your business objectives when you’re running online ads. It can help you experiment with different hypotheses and options, and allow you to identify the ones that drive the best results, helping you create more effective campaigns. Facebook launched split testing in Ads Manager in March last year, and then upgraded it with creative split testing last October.
But that’s not all. Split testing has now also been given support for the engagement marketing objective as well – so now, you can run split test ads on post engagement, Page likes, and event responses. Up until now, you’ve been able to only run split tests “for ads optimized for catalog sales, conversions, app installs, reach, video views, traffic and lead generation.”
[Tweet “Facebook’s split testing has now been given support for the engagement marketing objective as well – you can run split test ads on post engagement, Page likes, and event responses.”
With the expansion into the Quick Creation flow, Facebook has also added a new reporting dashboard for advertisers to “view standard KPIs” for their split test ads “such as CPM, CPC, CTR and more.” Finally, advertisers can seamlessly duplicate their split tests while keeping the same settings. If an advertiser wants to use previous split tests as templates for new ones, or restart a test, this can be an important feature.
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