Facebook has several Techniques for A/B testing on Facebook. These include using the toolbar in Ads Manager, duplicating campaigns and ad sets and also through the Experiments tool. A/B testing involves putting two or more versions of a variable against each other in order to establish which is the most effective and resonates best with your audience. This can be anything from ad format, to ad copy, headlines, images or even the target audience.

Even though there are several different ways to use A/B testing, there is one thing all Facebook ads marketers need to keep in mind when carrying out tests: they should be centered around a specific goal. According to Scott Nelson at MoneyNerd, it’s best to focus on a measurable, clear hypothesis that the test results will provide you with an easy-to-understand answer to.

Mastering the Art: Techniques for A/B Testing on Facebook

For instance, you might want to ask the question: “Does using a video value proposition increase the likelihood that people will click on my ad?” You can also make your test as complex or simple as you need.

When setting up an experiment, remember that you have a 30-day window in which to run it. The estimated power, which will indicate the probability of a statistically significant result, is calculated by considering the duration of the test, the budget you’ve set, and the audience size you’ve selected for it. You can find this information when you fill out the test details in Ads Manager.