As Facebook’s Ads Manager constantly changes to adapt to consumer needs, marketers are given more opportunities to better connect with their audience. Take for example the split testing feature that was unveiled to all in 2017.

The feature, which allows marketers to refine the consumer experience, was recently updated to include a creative split testing option, allowing users to experiment with different ad formats, images, headlines and calls to action.

Prior to split testing, the only option for A/B testing was to create multiple ad-sets, each with a different variable. This kind of testing on Facebook makes it nearly impossible to avoid audience overlap, making it difficult to accurately analyze results.

Split testing helps assess different variables such as creative, targeting, placements or delivery optimizations without overlapping audiences. Only one variable, or the difference between ads, can be tested at a time.

By dividing your target audience into non-overlapping groups, you will be able to get the most accurate results. Marketers can now run split tests using either two or three ad sets within a single marketing campaign.

Facebook’s split testing feature is currently available for eight business objectives:

  • Reach
  • Traffic
  • Engagement
  • Video Views
  • Lead Generation
  • Conversions
  • Catalog Sales
  • App Installs

Businesses can create a split test in Ads Manager using either Guided Creation or Quick Creation.

To help generate more conclusive results, a recommended budget is calculated by the size of the audience and the length of the test. Facebook recommends that split tests run between three and fourteen days to get the best results.

Marketers understand the value of A/B testing because it helps deliver the most accurate results. Split testing is a better way they can analyze Facebook campaigns and help confidently answer questions about what worked and what didn’t.