How do I create an A/B test for creative testing in Facebook Ads?

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The simplest testing option is probably the A/B test. This can be set up in Business Manager in several different ways.

Which path is right for you is best determined by yourself. There's no right or wrong in this case; it all depends on your own approach.

Note: The methods described below generally work at both the campaign and ad malaysia mobile phone number data group levels. However, sometimes they don't work at the ad group level. This is usually not your fault, but rather Facebook's. In this case, restart Ads Manager and try again.

Option 1: A/B with existing campaign
A quick way to do this is to create an A/B test with an existing campaign. To do this, simply select the desired campaign in Ads Manager and click the test tube icon at the top.

Create an A/B test in Facebook Ads with an existing campaign.
A dialog window will then open. There, you can configure your A/B test settings in three steps.

Step 2 in creating an A/B test in Facebook Ads.
For the variable, you have the option to choose from Facebook's suggestions. If you want to test a different variable or even multiple variables, select the "Custom" setting. This gives you the most flexibility in your settings and fewer error messages.

The variable to be tested is selected.
After you have selected your variable, you will be briefly shown what will be duplicated.

Set up creative testing on Facebook.
In the next step, you can set the start and end times, as well as the key metric you want to optimize the test for. A relatively new feature is the "Hold Out" feature. This allows you to compare what happens when you run your new ads and what happens when you don't.

The Hold Out option creates a zero group that won't see the ads from the test. This allows you to measure the direct impact of your test and, for example, determine an uplift in conversions.

Add a zero group using the holdout feature in Facebook Ads testing.
Finally, you can review all the settings again and then you're ready to go. Now you can adjust your ads as usual or change target groups in the variant.

Option 2: A/B from a new campaign
When starting a new A/B test, you first create a campaign as usual. Since the end of 2020, there's been a small button on the first page, directly above the budget field, indicating that A/B tests are now easier to create. That's right! All you have to do now is activate this little button.

Create an A/B test in Facebook Ads from a new campaign.
Control campaign for A/B testing in Facebook Ads.
Now you can configure your settings at the campaign, ad group, and ad level as usual. Once you're done, a new dialog window will open and you can configure your A/B test settings, just like in option 1.