A split test lets you compare different versions of your ads so you can see which performs better. With each test, you can use one of the following variables:

• Creative
• Audience
• Optimisation event
• Placements
• Product set

Testing creative

Testing ads with different creative helps you understand what images, videos, text, headlines and/or calls to action (CTA) perform better.

Strong creative assets can help your ads stand out, and you can use creative testing to understand what your audience is more likely to engage with.

To get started, create a split test and select Creative as your variable. You'll then be able to create between two and five different versions of your ad. If you want to be able to attribute your results to a single creative element, we recommend only testing one (e.g. different images for each ad) and keep everything else identical.

Example tests to run:

• Ad with a video compared to ad with single image
• Ad with one video compared to ad with different video compared to ad with another different video
• Ad with one headline compared to ad with different headline compared to ad with another different headline

Note: You can still test ads with multiple differences to see which one performs better.

Testing audiences

Testing different audiences helps you understand what types of people are more likely to respond to your ads.

To get started, create a split test and select Audience as your variable.

Example tests to run:

• Women, aged 21-30 compared to women, aged 31-40 compared to women, aged 41-50
• People living in London compared to people living in Paris compared to people living in New York City
• A Custom Audience of people who have recently visited your website compared to people who may want to buy your products based on interest targeting

Testing optimisation events

How well your ad performs can depend on what you optimise delivery for. For example, your ad may perform better if you optimise for landing page views instead of link clicks. Test different optimisation events to see which one leads to better results.

To get started, create a split test and select Delivery optimisation as your variable.

Example tests to run:

• Ad set optimised for conversions compared to ad set optimised for link clicks
• Ad set optimised for landing page views compared to ad set optimised for link clicks compared to ad set optimised for impressions
• Ad set optimised for conversions with a 1-day post-click conversion window compared to ad set optimised for conversions with a 7-day post click conversion window

Testing placements

Testing placements can help you understand what platforms (e.g. Instagram, Facebook) are most effective for your ads, and where it's best to show them on each platform (e.g. Stories, feed).

To get started, create a split test and select Placements as your variable.

Example tests to run:

• Automatic placements compared to customised placements
• Mobile placements compared to desktop placements

Note: Limiting placements can negatively impact ad delivery. After you run a split test and understand which placements lead to better performance, you can use those information results to inform future decisions. However, in general, remember that it's recommended to have as many placements as possible.

Testing different product sets

Testing ad sets with different product sets helps you understand which product set in a Facebook catalogue performs better in a catalogue sales campaign. A product set is a group of items from your inventory that you designate in your catalogue. You can use a product set to control the items that appear in your ad.

To get started, create a split test using the Catalogue Sales objective and select Product set as your variable. You'll then be able to create between 2 and 5 different versions of your ad set.

Note: The audience for each product set may be different. Because people automatically see products based on their behaviour and relevance, your audience targeting doesn't overlap when you create a product set split test.

Example tests to run:

• Product set with items that are less than GBP 50 compared to product set with items that are more than GBP 50
• Product set with shoes from one brand compared to product set with shoes from a different brand compared to product set with shoes from another different brand
• Product set with all brands from your catalogue compared to product set with only private-label brands from your catalogue

* Nguồn: Facebook