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A/B Testing Best Practices

A/B test is a marketing strategy that is used to test the performance of two versions of marketing assets, particularly your ads, to check which one responds better. It is also known as Split Test or Bucket Test. This practice is crucial for your PPC campaign to be reasonable in the long run. Because a PPC campaign that is not well-tested can cost you a fortune. Due to this reason, you must hire the best PPC company that knows every bit of PPC & its testing methods.

A/B testing depends upon the data collected from Champions & Challengers. Now you might be wondering what exactly do these terms mean?

• Champion

A champion means an ad that is already running and is also known as your control. You can consider this as Version A of your test. 

• Challenger

Challenger, also known as Version B of your test is another ad that you create. It is almost similar to the Champion, however, only one element in this ad version is changed.

How to Conduct A/B Test

Now that you know what A/B testing is, let us understand how to conduct A/B tests;

Set up a Goal

The next step in conducting an A/B test is to decide what the goal for conducting your A/B testing is. Most ads are run with the motive to increase conversions. But for some of the ads, conversions are not the ultimate goal, but increased CTR (click-through rate) and decreased bounce rate is. Thus, it is important to choose a goal and then the rest.

Choose a Variable to Test

As you optimize your ad copy, you may come across many variables to test. But, it is important to choose only one variable at a time. The reason behind the same is that by choosing multiple variables, you would not be able to determine which variable was responsible for better or negative results in the ad. The variables that you can choose and make changes to are;

• Headline

• CTA (Call-to-action)

• Featured Images

• The number of fields in the form

• Pop-ups and, many more

Create 2 Ad Versions

After choosing the variable you want to change, the next thing to do is to create 2 different versions for the same ad. For example, if you are wondering whether writing a longer headline for your ad copy would give you better results. In that case, you can create a Challenger which has more words in the headline, as compared to the Control. 

Analyze Your A/B Testing Results

Before analyzing the results, ensure that the ads have run ads for a significant amount of time. Now when you understand the test results and do not find out which ad was closer to your goal. Here in this step, your initial goal plays a key role to analyze whether ad A or ad B generated positive outcomes or not.

Finally, A/B testing provides you a way to better understand your audience and can help you in case you have a new business & are a novice in the marketing field. In such a case, if you want to target India, you must consult the best company in India that offers PPC services.