BREAKING: Facebook Business, the marketing and advertisement creation platform for ads on Facebook, has just announced that they will now be offering Split Testing in ads, apart from the traditional A/B testing that has been important for marketers in the past to understand which of their ads perform best.
According to Facebook, split testing will help "advertisers understand how different aspects of their ads affect campaign performance". Like A/B testing comparing two different advertisements (whether it be different copy or a different image), split testing lets the business manager test one singular ad, but with different human variables (like audience or placement).
For example, you could be showing the same ad to women ages 25-37, and to men ages 40-55, and will be able to analyze and interpret which audience responded best to the ad. Pretty cool, huh?
You could also test your delivery optimization (pay per click versus pay for impressions), or your ad placement (in news feed, right column, etc) — but not all at the same time.
Here's a screenshot about the new feature, from inside Facebook's Business Manager:
Facebook's Split Testing will allow advertisers to create different ad sets and can test them both to see which strategies are yielding the best results. Here's how it all works, according to Facebook:
Facebook hopes that this new way of advertising on the platform will allow you to gain new insights for your company, fueling your future ad strategies on Facebook for your campaigns in the future.