November 04, 2017

Posted By: Scotty Spielman

[caption id="attachment_3971" align="aligncenter" width="1011"] The Creative Split Testing feature will allow you to experiment with different creative elements at the same time, and show you which works better for your audience.[/caption]


Have you ever had two great ideas for a marketing campaign, and wondered which would work better?

Soon, you may not have to.

Facebook announced this week that it would soon allow brands to try "split testing," which will essentially allow you to try two different versions of the same campaign at the same time.

"It's important to know what works well in your campaigns, so you can optimize future campaigns to drive the greatest impact," the social media giant said in the announcement.

Creative Split Testing is one of the new initiatives designed to help you decide what type of marketing message works for your brand. The other is Test and Learn.

Creative split testing will allow you to test an A/B ad formats. You can choose different visuals for the "A" and the "B," swap out the headlines, create different Calls to Action and then see which gives you better results. When you try this initiative, each person targeted will only see one version of the ad in the split test to ensure the most accurate results.

For example, you'll be able to test short videos vs. longer videos, compare headlines and calls to action and learn whether animations perform better than static images for your audience. You'll be able to change up one creative feature or multiple ones at the same time and learn which works best for you and your business.

"Creative assets are what make your ad stand out, so learning which creative [element] performs best can help you reach more people and inspire them to take action," Facebook said in the announcement. "We're launching creative split testing to making it easy for advertisers to A/B test different ad formats, visuals, headlines and calls to action to see which version drives the best results."

Test and Learn is almost like a Q and A session with your own analytics. It will help answer your marketing questions and pinpoint effective strategies for your business. Simply identify a question you want to answer, like "How many conversions am I getting from all my Facebook ads ?" and Test and Learn will determine which test you should run to answer your question. It will take all the guesswork out of your measurement, and help you market your business more effectively.

Look for both features early next year.

Would you use either of these features? Let us know in the comments!