Split testing compares different versions of your ads so you can see what works best and improve future campaigns.

Use these best practices to create a split test with clearer and more conclusive results.

Test only one variable for more conclusive results

You'll have more conclusive results for your test if your ad sets are identical except for the variable that you're testing.

Testing a single variable is important when you're experimenting with different creatives. If your ad sets have several creative aspects that vary (e.g. different images, different headlines and different text), then when the winning ad set is declared, you won't know which factor to credit. To make this easier to set up, after you create your first ad set, we automatically duplicate its settings for your other ad sets (aside from the variable you're testing, which should be different).

Bear in mind that testing multiple creative variables can still yield valuable results and learnings for future campaigns.

Focus on a measurable hypothesis

Once you figure out what you want to test or what question you want to answer, create a testable hypothesis that enables you to improve future campaigns. For example, you might start with a general question such as "Do I get better results when I change my delivery optimisation?" This can be refined to something more specific, such as "Do I get a lower cost per result when I optimise for link clicks or landing page views?" From there, you can set an specific hypothesis, such as "My cost per result will be lower when I optimise for landing page views." This helps you interpret your results and empowers you to take specific action on future campaigns.

Use an ideal audience for the test

Your audience should be large enough to support your test, and you shouldn't use this audience for any other Facebook campaign that you're running at the same time.

Overlapping audiences may result in delivery problems and contaminate test results.

Use an ideal time frame

We recommend 4-day tests for the most reliable results, and if you aren't sure about an ideal time frame, you can start with four days.

In general, your test should run for at least three days and no longer than 14 days. Tests shorter than three days may not produce enough data to confidently determine a winner, and tests longer than 14 days may not be an efficient use of budget, as a test winner can usually be determined in 14 days or fewer.

For this reason, we recommend a test between 3-14 days for tests created in the API. When creating a split test in Ads Manager, you must create a test with a schedule between 3-14 days.

Your ideal time frame (within the 3 to 14-day time period) may depend on your objective and business vertical. For example, let's say you're running a split test to determine which delivery optimisation leads to a lower cost per result. You know that people tend to take longer than four days to convert after seeing an ad, so you'd want to run your test for more than four days.

Set an ideal budget for your test

Your split test should have a budget that will produce enough results to confidently determine a winning strategy. You can use the suggested budget that we provide if you're not sure about an ideal budget.

Learn more about the basics of Facebook split testing or learn about creating your first split test.

* Nguồn: Facebook