A/B testing (split testing) is the process of:

collecting data and user insights on the performance of online advertising campaigns

running marketing experiments to see which version of an ad connects better with your audience

quantifying the number of digital views or engagements of a piece of content

finding and analyzing search terms that people enter into search engines


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Explanation: A/B testing (split testing) is the process of running marketing experiments to see which version of an ad connects better with your audience. It involves creating multiple variations of an advertisement, webpage, or other marketing asset, with each variation differing by one element, such as the headline, image, or call-to-action. These variations are then shown to different segments of your audience, and their performance is measured against a predetermined goal, such as click-through rate or conversion rate. By comparing the results of each variation, marketers can identify which elements resonate best with their audience and optimize their campaigns accordingly. A/B testing allows for data-driven decision-making, enabling marketers to refine their strategies and maximize the effectiveness of their advertising efforts. It’s a valuable tool for improving campaign performance, increasing ROI, and ultimately achieving marketing objectives.

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