In the world of digital marketing and the sea of different terms in this sphere, you’ve probably heard of A/B testing or split more than once testing. If you haven’t, in this blog we will explain what A/B testing is and why it is important.

What is A/B Testing?

As the word implies, testing provides us with a certain type of test and is a very important tool that allows us to see what works well and what doesn’t. On this basis, it clearly guides us to make the right decisions in addressing the end users of our services or products.

As we constantly encounter various doubts in life, which start from the most ordinary things – what to eat for lunch today or which coffee to drink, to some bigger ones such as making important decisions, so hesitation occurs when addressing the target group. I’m wondering if it’s better to write something one way or another, or to use one or the other.

How to start?

Since there is no magic shortcut to finding out what works best and how to achieve the best interaction with users in the real world, A/B testing is the right option that will give us clear guidelines on how to best approach the target group, achieve clicks, leads, conversions, etc., depending on what we want.

The most important thing is to first determine what your goals are, and then what you want to test. Whether it’s ad design/visuals, CTA (call to action), copy or text of the ad, age and gender of the target group or platforms on which the ad will appear (Facebook news feed, Facebook Story, Instagram feed, Instagram Story, etc . – there is a large choice).

At the beginning of creating a campaign in Facebook Business Manager, the A/B testing option is available within any of the selected goals. To make this possible, you need to turn off budget optimization at the campaign level and move it to the Ad Set level (the second part of creating a campaign).

After switching budget optimization within Ad Set and checking A/B testing, an option opens that asks us what we want to test. In the following visual, three types of testing can be observed: Creative, Audience and Placement.

Depending on the selected goal at the beginning, another testing option appears – Delivery optimisation, if we want to test impressions, link clicks, landing page views, engagement, reach, app installs That is, if we want to test, for example, clicks, the ad will be shown to those users who are most likely to click on the ad.

Kako funkcioniše A/B testiranje?

Nakon toga što ste odredili šta želite da testirate, ostaje da napravite dve ili više vrste oglasa i pokrenete eksperiment. Da, možete testirati i više od dve vrsta oglasa, odnosno onoliko koliko je neophodno da dobijete ono što želite. Vremenom možete ostavljati one koje daju bolje rezultate, a lošije brisati.

Funkcioniše po principu Facebook-ovog algoritma, njegovog odličnog poznavanja svojih korisnika na platformi, kao i vaših postavki koje ste odredili. Onako kako ste optimizovali oglase, tako će se oni pojavljivati korisnicima, koji su po merilima Facebook-a relevantni za postavljenu optimizaciju. 

Kod praćenja rezultata, veoma je važno proučiti svaki od segmenata i na osnovu njih odlučiti šta treba unaprediti kako bi se najbrže i najefikasnije došlo do željenih ciljeva.

Eksperimenti poput ovih su napravljeni tako da pomognu marketarima da donose bolje strateške odluke u svom poslovanju, pronadju najbolji način za komunikaciju sa svojom ciljnom grupom, a samim tim i ostvare svoje zacrtane ciljeve.

Ukoliko vas interesuje još sličnih tekstova, zanimljivih informacija, kao i najnovija dešavanja iz oblasti digitalnog marketinga, pratite naš blog.