Ultimate Guide to Facebook Advertising by Marshall Perry; Meloche Thomas

Author:Marshall, Perry; Meloche, Thomas
Language: eng
Format: mobi
ISBN: 9781613081631
Publisher: Perseus Books Group
Published: 2011-09-30T14:00:00+00:00

A/B AND SPLIT TESTING

The idea of letting your ads compete is called A/B or split testing.

You are always running at least two ads, “ad A” and “ad B.” In a pure split test, you show half of your customers ad A and the other half ad B. The winner keeps running; the loser gets deleted and replaced.

The idea of split testing is central to direct marketing. Companies that advertise in newspapers, magazines, radio, and television have done split tests for years. Have you ever noticed a line in a newspaper ad that says, “Ask for department 1215” when calling?” We will tell you a secret. There is no department 1215! That number on the print ad was the ID number used in the advertiser’s split test. Half of the print ads said department 1215, and the other half said department 714. Based on which department you asked for when you called, the company tracks the success of one print ad over another print ad.

In online marketing, we track ads automatically. Everything in an ad can be separately tracked, tested, and measured. You can split test small changes and large changes, looking for the best-performing ads.

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