Facebook Adds Split Testing, Test and Learn for Advertisers

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Facebook has rolled out new testing options for business that allows advertisers to gain more insight on which ads are working. These two options provide more traceable, accountable experiments, including different creative aspects.

Split Testing

First, we have creative split testing. It allows advertisers to retrieve data through various methods.

facebook creative split testing

Facebook says creative assets will make ads stand out. Understanding which creatives perform best will help businesses reach more audiences and encourage them to take action.

Split testing provides an easier way for advertisers to A/B test various ad formats, headlines, visuals and calls to action to track which versions drive the best results.

The social network adds that only one ad version in the split test will appear for each person. This move ensures the most accurate results.

Now, advertisers can isolate creative variables within each test. And Facebook will manage the entire testing and show data based on the results.

Advertisers have always considered A/B testing in their creatives. Split testing will make it easier to monitor, especially with an option to build into Facebook Ads Manager.

Split testing will roll out to all users this November 2017.

Test and Learn

Facebook calls the second testing option “Test and Learn”. It will guide advertisers to choose which tests they have to run to improve their targets.

The company says Test and Learn will answer the hardest questions in marketing and will pinpoint strategies that drive the best results for your business.

Advertisers will identify which questions they want answers from, and Test and Learn will find the right test it has to run to answer the questions. Question examples are “Which campaign causes the lowest cost conversions to occur?” or “How many conversions are all my Facebook ads causing?”

facebook test and learn

Test and Learn helps advertisers deliver the best results, as it avoids guesswork and simplifies complex processes in Facebook Ads.

The company also merged Facebook Ads Manager and Power Editor into one tool. It streamlines ad creation and helps SMBs and large companies drive better results.

Takeaways

Next year, Facebook will focus on accountability, as it provides more insight into real-world ad results. The social network has been working hard to ramp up its responsibilities for some time now.

The company has all gears towards a better platform that drives substantial results. Tools like Split Testing and Test and Learn take its steps forward to educate advertisers who want to tap into Facebook ads and improve business outcomes.


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Author: Francis Rey

Franz believes voracious readers are good writers. So, he reads or writes anything that piques his interest, especially social media. When AFK, he spends his downtime on road trips and binges.

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