Use A/B test variations to optimize your campaigns. Irina Skripnik shows you a step-by-step process on how to run an A/B test in Campaign Manager.
- [Instructor] One of the best ways to optimize campaign performance is A/B test variations. And you'll do this by setting up two identical offerings and then adjusting a single variable in one of them. You can't clearly identify a winner if multiple variables are present for each test, so you want to stick to one change per A/B test and test them until you've been able to determine a winner. So, you might want to start by testing two different images. Then you'll pick your winner and go on to make two more advertisements, but this time testing two different headlines and then test two different calls to actions and so on.
You can test whether rich media outperforms thumbnail images. See if an image of a person outperforms better than an object. And look at performance of images with different backgrounds. And lastly, experiment with verbiage. You also want to keep your campaign running for a few days to also limit any environmental variables, such as news events and site traffic. Now, when you're A/B testing, I recommend you set your ads to even distribution as a post to optimize. Once you've identified your top performance, you can pause the losing ads.
When A/B testing, build new creatives to get a fresh start. Because restarting creatives that have already run come with baggage, like past performance and relevancy score, which could bias the results of the test.
- Discovering content you already have
- Developing new content
- Promoting content through your employees
- Creating a campaign
- Navigating the Campaign Manager ads platform
- Creating a new Sponsored Update campaign
- Creating a new Lead Gen Form campaign
- Setting a budget and schedule for your campaign
- Adding conversion tracking to a campaign
- Campaign reporting
- Optimizing your campaign
- Rich media and targeting best practices