What is an A/B test in the context of PPC advertising?

An A/B test, also known as a split test, is a method of comparing two versions of an ad, landing page, or other marketing asset to see which one performs better. In PPC, this involves running two slightly different ad variations simultaneously to a similar audience and measuring key metrics like click-through rate (CTR) and conversion rate to determine the more effective version. This iterative process helps optimize campaigns for increased conversions. Analyzing budgets is a separate financial management task. Ad auditing and benchmarking involve reviewing overall campaign health and comparing performance against industry standards, not directly testing variations. Advertiser/browser interaction describes the general process of an ad being displayed and clicked by a user, not a testing methodology.