In the past, traditional advertising mediums, such as billboards and television, required faith in an audience that you hoped is watching. Now, A/B testing takes the guesswork out of campaign optimization and helps you make decisions based on data.
Agility gives advertisers an advantage through measurability. Our platform's precise measurements improve campaign performance through A/B testing.
What Is A/B Testing?
Simply stated, A/B testing helps understand which ads perform better. With the amount of variables that go into each campaign, knowing exactly how audiences respond to different forms of ads will help you identify the strengths and weaknesses of each campaign.
A/B testing involves taking two versions of an ad (A and B), showing them to an audience, and measuring which one performs better. This process is crucial for creating ad campaigns that convert instead of ones that simply attract.
How Do I Perform An A/B Test?
With Agility, advertisers can manage their own campaigns on our self-service platform or have one of our expert media buyers manage their accounts for no extra cost.
To carry out an A/B test:
Gather an audience pool - The larger the audience, the more certain and stable your insights about audience preferences will be.
Create ad variations - Whether it's changing headlines, body copy, design layout, or the call to action, each change should be made deliberately and with the intention of improving user experience. Be sure to only change one element at a time so you can determine which change had an impact on your conversion rates.
Create new ad groups - Create a different adgroup in the campaign for each ad variation to be loaded in to.
Run ads - We recommend running ads for 3-4 weeks, depending on audience size, in order to have enough data to draw meaningful insights.
Analyze effectiveness - It is through analysis that your entire journey will unravel. Use Agility's reporting tool to see real-time updates of over a dozen metrics.
The explanation for A/B testing may seem simple, but successful tests require planning, patience, and persistence. Careful research and goal setting will help narrow down your audience preferences and show them the ads they want to see.