A/B testing, which is also known as split testing, is a marketing experiment where two versions of a campaign or piece of content are tested on your audience to discover which of them performs better. Basically, A is shown to one group of people, while B is shown to another group of people.
Split testing helps to avoid any unnecessary risks by allowing your to target your resources for maximum effect ad efficiency.
Over at Search Engine Journal, a user asked, “How do you set up a split test? Do you recommend only testing one variable (ie. creative or copy or where the ads are placed)? Anything else you think could be help to go from 0>1 would be awesome!”
In SEJ’s post, they describe what split tests are, give tips for structuring them, and how to evaluate and act upon them.