What is split testing and how does it help drive stronger marketing ROI?
A/B testing (also known as split testing) is a way of experimenting with the elements of an ad such as the headline, image, URL and so on in order to test which variation performs best with the desired target audience.
The test comprises of comparing two or more ads that are exactly the same except for one element such as a different landing page, call-to-action (CTA) or image.
Once the ad variations have gained enough data (typically over two weeks) the advertisers can conclude if one variation outweighed the other based on the compared return on investment (ROI).
By ensuring budget is prioritised on the variations that perform best with the target audience, advertisers can further refine ad targeting and thereby improve ROI.
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