Two New Tools Will Enable Facebook Advertisers to Fine-Tune Their Campaigns

The social network introduced creative split testing

Facebook's upcoming Test and Learn feature for advertisers Facebook
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Facebook Tuesday introduced two new ways for brands to optimize their future campaigns: creative split testing and Test and Learn.

Creative split testing enables advertisers to A/B test different ad formats, visuals, headlines and calls to action in order to determine which versions of their ads drive the best results. Users will only see one version of ads during split tests.

Facebook said in a Facebook Business blog post introducing the new features, “When setting up a split test, you can choose to isolate a specific creative variable or test multiple creative variables. For example, you can test short videos vs. longer videos, compare headlines and calls to action and learn whether animations perform better than static images. As you continue to experiment and learn, creative split testing can help you identify best practices specific to your business to improve long-term campaign performance.”

The feature will be able to all advertisers in November, via Ads Manager.

Meanwhile, Test and Learn (pictured at the top of this post) allows advertisers to ask specific questions and receive information on which tests they should run. Examples provided by Facebook in the blog post included:

  • Which campaign causes the lowest cost conversions to occur?
  • How many conversions are all my Facebook ads causing?

Facebook said in the blog post, “Test and Learn takes the guesswork out of measurement so you can experiment with different marketing strategies and find the one that most effectively achieves your business goals.

The social network added that it has begun pilot-testing Test and Learn with the aim of rolling out to all advertisers early next year.


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
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