A/B Testing
A/B Testing compares two variants (e.g., ad copy, landing pages) against each other to determine the better version based on data.
What is A/B Testing?
A/B Testing compares two variants simultaneously to find which performs better. In Google Ads: two ads with different headlines or CTAs run in parallel — the better performer wins.
What Can Be Tested?
- Ad copy: headlines, descriptions, CTAs
- Landing pages: headlines, images, form length
- Bidding strategies: Target CPA vs. Maximize Conversions
- Audiences: different targeting options
Rules for Valid Tests
1. Change only one variable at a time. 2. Collect enough data (100+ clicks per variant). 3. Check statistical significance.
Pro Tip: Start with ad copy testing — easiest and often highest impact.
Further resources
Frequently Asked Questions
At least 2-4 weeks or until you have 200+ clicks per variant. Shorter tests don't produce statistically significant results.
Related Terms
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