[FAQ]

Hi,

We’ve been running some LinkedIn ad campaigns, but I feel like we’re just guessing on what creative and copy works best. I want to start properly A/B testing our ads to get some real data.

I know the basic principle is to change only one variable at a time, but what’s the best way to set this up inside LinkedIn Campaign Manager? Do you create two separate ads in the same ad set, or do you duplicate the entire campaign and just change one thing?

I’m looking for a simple, step-by-step process. Specifically, I want to test different images and headlines first. Any best practices or pitfalls to avoid would be a huge help.

Thanks!

[Jeff Bullas]

Moving from guesswork to data is the smartest move any advertiser can make.

Quick Answer: The best practice is to create multiple ads within the same campaign and ad set. Isolate one variable per ad, such as the headline or the image, and let LinkedIn’s ad rotation find the winner for you.

The entire goal of A/B testing is to scientifically determine which content format resonates most with your target audience.

First, to set up a clean test, you navigate into your campaign and ad set, create your baseline ad, and then use the duplicate function. On this duplicate ad, you must change only one variable. For example, you can test one ad image against another, or a video ad against a static image ad to see which format drives a lower cost-per-lead. Second, you can apply this same process to test the text content of your ad. You might test a very short, punchy headline against a longer, more descriptive one to see what compels a click. Third, the most common mistake is calling the test too early. You must give the campaign enough budget and time to generate statistically significant results. Don’t declare a winner after only a few clicks; let each ad variation run until it has at least a few thousand impressions to get a clear reading on which creative is truly performing better.

Cheers,

[Author]

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