As you’ll know, content is at the core of every successful digital marketing campaign – what else will you use to engage prospective customers online & turn these into real world conversions?

“But how do I know what works & what doesn’t?!” we hear you cry – relax. It’s as simple as A, B.. that’s it, A/B testing. Sometimes referred to as split-testing, this is the practice of testing different visual & text content variations against each other to the same online audience to assess which combination works best with your potential online customer base.

To begin with, you should create a few visual variations (either video or graphics) alongside accompanying text post variations. We recommend 2 of each to minimise confusion – this means you’ll have 4 ads in total. You can test as many content combinations as you’d like, however, ensure that you aren’t spreading your budget too thinly within your campaign.

You can test your content variations against each other by setting them up inside one ad set on whichever advertising platform you’re using. This means that budget will be shared among the ads – by assessing results, you’ll be able to see which of your content combinations is working best. Spoiler alert: it’s the one with the best results. We recommend you test content variations for at least 1 week in order to gain reliable insights – Rome wasn’t built in a day, people! Once you’ve got your best performing content variations from your first round of testing, you can test this against a new set of content. This will allow you to see how content performs over time & gain valuable insights about what triggers your audience into engaging with your brand!