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A/B testing ads and landing pages is conducted for two main reasons: to optimize your ROI and to learn about your audience. Optimization is a relatively standard process, you can use technologies like AdBasis or Convert Experiments to improve your ROI over time and these upticks are easily quantifiable. The second purpose of ad testing, “learning”, is a little bit more difficult to grasp.
A/B testing and optimization is an important process for almost all digital companies. Most marketers focus on optimization through landing pages exclusively but ignore improvements that can take place at the ad creative level. The goal of this post is to introduce our readership to the type of A/B and multivariate testing that can take place at the creative level.
Advertisers need a way to understand which ad creative actually drives performance for specific audiences. Within the AdBasis platform, we track the metadata associated with each ad variation being tested. Our team collected the creative performance data for over 250,000 search ads and came up with 21 interesting trends that advertisers can implement in their daily ad strategies. Here they are:

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