A/B testing is an important tactic that helps you improve the results of your campaigns. A/B testing means testing two or more options of one campaign variable at the same time. The goal of A/B testing is to find which option(s) leads to better performance.
Some campaign variables you can test are titles, thumbnails, and landing pages.
After testing different variables and finding out what works best for your campaigns, you can spend your budget as wisely as possible by only allocating budget to what drives the best performance.
How to A/B Test
In order to run an effective A/B test, here’s what you should do:
- Choose which campaign variable you want to test. It’s recommended to test one variable at a time.
- Create two or more campaigns with the different options for the variable you are testing. For example, if you are testing three different landing pages for the same product, we recommend setting up three different campaigns with all of the same settings (budget, CPC, targeting, titles, thumbnails, etc.) except the landing pages.
- At a minimum, run the campaigns for 7-14 days.
- Analyze the results using Backstage reporting.
- Optimize and allocate budget accordingly.
Variables To Test
Here’s a list of some campaign variables you may want to test and track:
- Campaign items
- Landing pages
Even without A/B testing, you can analyze how different variables of your campaigns are working and optimize to improve results.