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Martech Mashup: Facebook gets Split Testing

Facebook has given marketers a new tool to tweak their advertising spend on the social network: Split Testing.

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Facebook’s Split Testing lets marketers experiment with different elements of campaigns across devices and browsers.

You can also run tests on most campaign objectives, including conversion, lead generation, and mobile app installs.

Facebook says Split Testing lets marketers get more bang for their buck, by identifying the version of your ad that's best performing.

Data can be gleaned once an ad is launched, while more comprehensive metrics are available once your campaign is complete.

Best Practice

Facebook reckons Split Testing leads to a median 14 per cent increase in cost per acquisition.

Split Testing is now rolling out globally for marketers and can be accessed through Facebook Ads Manager and the Facebook Ads API.

To find out more visit facebook.com/business.

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