A/B Testing

Cost

The cost per result for the advertising objective you chose for your ad. For example, cost per click.

Results

The number of actions that resulted from your ad that are connected to the objective you selected.

Test Different Creative Components

A/B Testing enables you to test the impact of your advertisements with small changes made to different creative elements of an ad. You can experiment with changing and testing ad titles, copy, images, calls to action and targeting options to see which ads perform best. One example of an A/B test is comparing the impact of small changes to an ad headline, all other creative and targeting elements held constant.

Optimization

Did you know that Facebook automatically optimizes ads within the same ad set? Huh? What does that mean? It means that Facebook determines which ads within the same Ad Set are performing best and optimizes them automatically. In other words, you can place multiple ads within one Ad Set with some nuanced creative or targeting elements changed (as part of your A/B test). You can then run the ads, and Facebook optimizes your ad by only delivering only the most successful ones. This will allow the successful ads to show the best results and you can then see what A/B testing elements lead to this better performance. Here is what we mean by performance: You can see the performance of your advertising objective by selecting the ad in the Ads tab in Ads Manager and looking at the Results and Cost Per columns.

How can Facebook help you determine which creative elements in your ads are most effective for achieving your goals?

To run an A/B test, you choose a target audience, split it into two groups and post a different version of your ad to each group. Both the Facebook Ads Manager and Power Editor tools shows you how each of your target groups responded to the different versions of the ad.