If you work in paid social and have previously asked yourself, how often should I be A/B testing?
Then the answer you are looking for is EVERY TIME! With that in mind, let’s dive into what A/B testing is and why it is so important.
So, what actually is A/B testing?
A common phrase in paid media! An A/B test is when you run two similar campaigns side by side but change one variable and ‘test’ which one does better. With each round of testing – you improve your ads.
Variations to test include:
- Goal – conversions/leads
- Audience
- Copy – headline,
- Ad style – carousel, shopping, reel, stories
- Creative – video or static
- Photos vs graphics
- Colours and branding
- Call to action
- Landing pages
How do I measure A/B testing results?
You can do this within many of the platforms themselves or run two ads alongside each other. Ensure that the spend and all other campaign aspects are the same except the factor you are going to be testing. This ensures no erroneous elements are impacting your results.
How long should I run the tests?
A week is the ideal amount of time to give each option long enough to begin to yield results. You can go in and check upon each as you go and make fine tweaks but remember, each time you make a change to your ads, the longer it stays in the ‘learning phase’.
What else do I need to consider?
You want to be continually driving your cost per conversion down. Therefore, you want to be continually trialling different elements to nail the right audience, message and creative.
There are many factors at play so don’t change too many options at a time else you won’t know which change drove the better result!
You can monitor your spend on each A/B test with the Pacr dashboard too!
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