today for marketing terms I'll be going over a b testing which is a marketing strategy and an advertising strategy where you test two variations of something to see which variation performs better now if you're running a standard a B test you can't test a bunch of different variables at once you need to focus on one variable at a time so to start with an example let's say I'm running a Facebook ads campaign and I want to a B test my ad image so what we're going to do is we're going to run the same exact
advertisement but with different images so same ad copy same targeting same call to action and the same landing page for two ads with different images so the way that would look is we would run variant a and you can see it's the same exact ad copy at the top everything is exactly the same except for the image so there's a lot of different things that you can test for an A B test for example you can test learn more versus something like shop now you can test your text at the bottom here you can test
your ad copy at the top so there's a lot of different things to test but ultimately what you're trying to do is look at these two different variants where we're just running these different images and we're going to say okay so variant a if we come back over here this would be variant a this would be variant B now these are just made up statistics but just to get an idea of how you would kind of look at which variant is performing better is let's say variant a drives 250 clicks you end up with a
1.5 percent click-through rate and a 200 return on ad spend now variant B let's say you also run 250 clicks you have a 1.75 click-through rate and a 250 return on ad spend so in this case variant B would be the better performing advertisement and you'd want to move forward with using this add image more often now what you can do next with your next variant is use this ad image and test some different ad copy and see if you can get any lift that way so that's how to run a standard a B test
now to come up with another example let's say I create a Google ads campaign I'm trying to draw Drive hotel bookings in Atlanta so I create two different landing page variations each of them listing the hotels in Atlanta and let's say I'm just formatting them differently I'm using different copy on the page so you're testing two different landing page variations we're using the same ads the same keywords to drive traffic to each Landing Page One landing page is likely to have a better conversion rate so again we'll look at our example here so let's say
we're running variant a our landing page is set up like this where we have a grid of some different hotels people can book maybe there's some information on the left hand side let's say that variant drives a 2.5 percent conversion rate and then we're running variant B let's say larger images for the hotels maybe they're shorter copy on the landing page we get rid of the search bar at the top so we're just running different variants and what you want to do is look at your conversion rate now the one thing to keep in mind
with an A B test is you do need enough data to actually come up with which variant is performing better if each landing page let's say only gets 10 clicks it's going to be hard to determine which one is performing better so the more data you have the better so if you can run an A B test a little bit longer it is going to maybe cost a little bit more of your budget but ultimately what you're trying to do is improve performance over time so to wrap it up with some tips and notes you
need to just pick one variable at a time add copy targeting add images video ads landing pages web pages Etc and a B test that one variable it's the best way to improve your conversion rate and return on ad spend so when you're looking to optimize any type of advertising campaign or any type of marketing campaign that you're running you want to make sure that you're using a b testing to come up with the best variation now you can a B test forever but ultimately what you're trying to do at the beginning of an advertising
campaign is trying to figure out what works best whether it's for your business or for a client's business now when you are running a campaign you should always test multiple ad images and you should test different landing pages to see what gives you the best results as far as return on ad spend so if you have any questions about a b testing please leave in the comments section it's very common to use a b testing for your marketing your advertising because it's going to help you improve performance thanks for watching my video today and make
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