A/B testing banners
Overview
Section titled “Overview”Test banners the same way as any other type of ad. Make two versions of a banner that differ in one element, run both, and compare the results on the Performance dashboard.
What to test
Section titled “What to test”- Background color
- One background color against another.
- CTA color
- One call-to-action color against another.
- CTA button
- A banner with a CTA button against one without.
- Timing
- Different days of the week, months, or quarters.
- Copy length
- 1–3 words, 4–8 words, or 9–12 words on the banner.
- Imagery
- Photography, illustrations, or other design elements.
Setting up a test
Section titled “Setting up a test”- In the navigation pane, select Marketing > Campaigns.
- On the campaign that you want to test, click the actions menu (⋮) and select Clone.
- Edit the clone and change its name, so that you can tell the two banners apart.
- Change the creative that you want to test.
When both campaigns have run, compare them on the Performance dashboard. To find test banners easily, include a marker for the test in each name. See Naming and organizing banners.
What’s next
Section titled “What’s next”- Using the Performance dashboard: compare the two campaigns.
- Banner best practices: size, calls to action, and animation guidelines.