When you’re running Facebook ad experiments: A/B testing, it can be hard to predict what format will perform best. Whether it’s an image, text, or video, you might want to test different types of content to see which one works best for your brand. This is where A/B testing comes in handy. It’s a process of comparing two variants of the same variable to determine which one yields better results, explains writer and content strategist Lisa Feltges.

You can set up A/B tests using the Experiments tool or through the Toolbar in Ads Manager. Regardless of which method you choose, the first step is to select an existing campaign to duplicate. On the next page, select the variable you want to test. Facebook will then create a new campaign that’s identical to the original but with the chosen variable (e.g., ad image or copy).

Experimenting for Success: Facebook Ad A/B Testing Techniques

Note: If you’re running a Campaign Budget Optimization (CBO) campaign and you select to split the test at the ad set level, you’ll need to disable CBO on the original campaign or create a separate CBO experiment with an un-optimized ad set. Otherwise, the system might mix up your results and provide contaminated data.

When choosing a time to run your A/B test, consider seasonality and competition levels. You don’t want to run your test during Black Friday or other busy periods when competitors might be skewing the results. Also, you’ll want to ensure that the conditions for your test are as close to normal as possible.