Evolving the Way Businesses Test and Learn With Experiments
Evolving the Way Businesses Test and Learn With Experiments
Facebook BusinessTesting is a powerful tool for marketers that allows them to make more impactful decisions by learning what works, what doesn't and where new opportunities for performance growth lie. We’re launching a new approach to testing on Facebook. Experiments help marketers optimize ad performance and give them a deeper understanding of the true impact of their ads, allowing them to make better business decisions.
Experiments combines multiple types of tests, formerly labeled as Test and Learn and Split Testing, allowing marketers to A/B test campaigns and measure conversion and brand lift in one place. With a more streamlined interface in Ads Manager, it’s easier to choose the right test for a business goal, create tests, scale what’s working, integrate insights into marketing strategies and help a business grow.
Before Testing
Before implementing any testing strategy, it’s important to evaluate how different social and environmental factors may influence the scalability of insights. Changes in consumer behavior will impact how people interact with advertising, so it’s important for advertisers to consider these influences and adjust their plans accordingly. When measuring effectiveness of a campaign, carefully consider the implications of using those results to inform future decisions, while A/B testing can provide relevant short-term insights.
Optimize Ad Campaigns With A/B Tests
A/B tests allow marketers to compare strategies for creatives, audiences and other variables in order to determine what works and optimize the next campaign. A/B tests can help marketers answer questions like: Which creative performs better? Which call to action performs better with this audience? Automating campaigns makes this process more efficient for advertisers, but A/B tests are useful for comparing manual and automated optimizations, and accessing additional insights about performance.
Winning ads in Facebook A/B tests decreased cost per results by just over 30% on average. Compared to losing ads. Source: Facebook internal data. Based on the median performance difference of 747,000 A/B tests run in 2019.
Measure Conversions Driven by Your Ads With Holdout Tests
When measuring ad performance, how can marketers confirm that the conversions took place because people saw an ad? Holdout tests make it easier to understand the true impact of advertising by comparing conversion rates of people who had the chance to see the ads with those of people in a holdout group. The holdout group is intentionally withheld from seeing the ads, which the test uses to calculate lift in conversion events like purchases.
Use Brand Surveys to Understand Brand Impact
Brand surveys are key to understanding if brand campaigns are having the impact marketers are looking for on awareness, perception, recall and more. Brand surveys poll the people who’ve seen an ad and poll a holdout group who hasn’t. By aggregating and comparing results, the brand survey can better measure how ads impacted a marketer’s brand objective, helping confirm they’re investing in the right strategy.
Experiments are designed to help marketers make better strategic decisions with more powerful testing tools. It’s easy to get the right test up and running, fast. Just select the test, add information and Experiments will set up the test.
Get Started
Create a holdout test, brand survey or A/B test in Experiments, or learn how to get started in the Ads Help Center.
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Measurement FYI
March 30, 2020
Evolving the Way Businesses Test and Learn With Experiments
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Experiments combines multiple types of tests, formerly labeled as Test and Learn and Split Testing, allowing marketers to A/B test campaigns and measure conversion and brand lift in one place. With a more streamlined interface in Ads Manager, it’s easier to choose the right test for a business goal, create tests, scale what’s working, integrate insights into marketing strategies and help a business grow.
Before Testing
Before implementing any testing strategy, it’s important to evaluate how different social and environmental factors may influence the scalability of insights. Changes in consumer behavior will impact how people interact with advertising, so it’s important for advertisers to consider these influences and adjust their plans accordingly. When measuring effectiveness of a campaign, carefully consider the implications of using those results to inform future decisions, while A/B testing can provide relevant short-term insights.
Optimize Ad Campaigns With A/B Tests
A/B tests allow marketers to compare strategies for creatives, audiences and other variables in order to determine what works and optimize the next campaign. A/B tests can help marketers answer questions like: Which creative performs better? Which call to action performs better with this audience? Automating campaigns makes this process more efficient for advertisers, but A/B tests are useful for comparing manual and automated optimizations, and accessing additional insights about performance.
Winning ads in Facebook A/B tests decreased cost per results by just over 30% on average.1
Measure Conversions Driven by Your Ads With Holdout Tests
When measuring ad performance, how can marketers confirm that the conversions took place because people saw an ad? Holdout tests make it easier to understand the true impact of advertising by comparing conversion rates of people who had the chance to see the ads with those of people in a holdout group. The holdout group is intentionally withheld from seeing the ads, which the test uses to calculate lift in conversion events like purchases.
Use Brand Surveys to Understand Brand Impact
Brand surveys are key to understanding if brand campaigns are having the impact marketers are looking for on awareness, perception, recall and more. Brand surveys poll the people who’ve seen an ad and poll a holdout group who hasn’t. By aggregating and comparing results, the brand survey can better measure how ads impacted a marketer’s brand objective, helping confirm they’re investing in the right strategy.
Experiments are designed to help marketers make better strategic decisions with more powerful testing tools. It’s easy to get the right test up and running, fast. Just select the test, add information and Experiments will set up the test.
Get Started
Create a holdout test, brand survey or A/B test in Experiments, or learn how to get started in the Ads Help Center.
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