You’re all set, you have your killer ad copy and eye-catching visuals, but how do you know if they’re truly resonating with your audience?

A/B testing, also known as split testing, is the ultimate secret weapon that allows you to compare two variations of your ad elements and identify which one performs better. This will allow you to determine which one yields higher click-through rates, landing page conversions, and ultimately, a healthier bottom line.


Facebook A:B testing
Both Google Ads and Facebook Ads have built-in features to help with testing

In our experience, A/B testing has been a game-changer for digital marketing campaigns, helping us fine-tune ad performance and significantly boost our ROI. However, crafting an effective A/B test requires thoughtful planning and a strategic approach.

Start by focusing on one variable at a time. Whether it’s the headline, call-to-action, or even the color scheme, make sure you isolate the element you want to test. This way, you’ll get clear insights into what’s driving results and what’s not. (You can use our handy Ad Preview Tool, to quickly check headlines and descriptions)

Avoid falling into the trap of making drastic changes in your variants. Small tweaks can lead to big results, so tweak with purpose! For instance, try testing two different ad headlines one that’s more direct and another that’s playful to see how your audience responds.

Winning ad campaigns take time to perfect. Consistent testing and refinement will lead you down the path of continuous improvement, helping you stay ahead in the ever-evolving world of online advertising.

Enhance your Ad Results with A/B Testing in 7 Steps

The key to continuous campaign improvement lies in mastering the art of A/B testing. The concept is simple: create two or more variations, be it the headline, image, or call-to-action, and let them face off against each other through a split test. The winner is assessed based on delivering more clicks and conversions, or any desired metric.

1.   Establish the Key Performance Indicator (KPI) for Success:

It’s critical to identify the metric that will be used to assess the performance of your tests before you begin A/B testing. Your campaign’s aims and objectives should be closely tied to the success metric. Whether it’s click-through rate (CTR), conversion rate, cost per acquisition (CPA), or any other relevant KPI, setting a well-defined success metric will provide a clear direction for your testing efforts.

2.   Formulate Your Hypothesis:

Formalizing a hypothesis is the next step after considering the success metric. An informed prediction regarding the predicted result of the A/B test is referred to as a hypothesis. It aids in sharpening your attention on the precise components you wish to test and their possible effects on the success statistic. Your hypothesis may read, for instance, “Changing the ad headline will result in a higher click-through rate compared to the current headline.” if you think that making the ad’s heading more interesting will improve the CTR.

3.   Create Some Test Ideas:

Brainstorm and come up with different test ideas that align with your hypothesis. These ideas can involve changes to ad copy, design, call-to-action (CTA), landing pages, or even the target audience. Be creative and think outside the box to generate a variety of test options. The more diverse the test ideas, the better your chances of finding impactful optimizations.

4.   Rank Your Test Ideas in Priority Order:

With a list of test ideas in hand, it’s essential to prioritize them based on their potential impact and feasibility. Consider the resources and effort required to implement each test, as well as the expected outcome. Focus on high-impact and easily executable tests to get the best results within your available resources.

5.   Determine Appropriate Sample Size for Each Metric:

You must choose the proper sample size for each test in order to guarantee the statistical significance of your A/B testing. While an excessively large sample size might waste time and resources, a lower sample size could not produce results that can be trusted. Use statistical tools or calculators to estimate the sample size needed for your desired confidence level and margin of error.

6.   Conduct the Experiment:

With the test ideas prioritized and sample size determined, it’s time to run the A/B tests. Set up the necessary variations, whether it’s different ad copies, landing pages, or audience segments. Make sure the tests are running simultaneously and under similar conditions to get accurate results.

7.   Evaluate the Results:

Once the A/B tests have run for a sufficient duration and gathered enough data, it’s time to analyze the results. Compare the performance of each variation against the success metric defined in Step 1. Identify which test variation performed better and if it achieved statistical significance. Based on the results, draw conclusions and implement the winning variation into your ad campaign.


A/B testing is an ongoing process. Continuously repeat these steps with new hypotheses and test ideas to iteratively improve your ad performance and achieve better results over time.

Be patient. Give your tests enough time to gather sufficient data, avoiding premature conclusions that could lead you astray with your paid search campaigns.

A/B testing isn’t just about victories and defeats. Embrace each test as a learning opportunity, and don’t be afraid to think outside the box. Ad campaign success involves considerable experimentation and adaptation, so continue to evolve your strategies as the landscape changes.

If you are looking for some help or advice on A/B testing or Digital Marketing in general, contact Phoenix Media today for a free consultation.

  • Published on : Monday July 31, 2023
  • Last updated : Friday September 1, 2023

About the author

As the managing partner for Phoenix Media, Rob brings over 10 years’ experience in digital marketing and running successful agencies in the UK, Australia and Thailand. Starting in a sales role he has covered all aspects of the agency from sales and service to technical ad operations. Reach him directly on

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