A/B Testing and Audience Creation for Effective Digital Marketing: Evidences from Facebook Analytics

Digital marketers use a number of strategies, including custom audiences, lookalike audiences, ad creative, and A/B testing, to organize and enhance how they present advertisements to consumers. The purpose of this research is to show an effective method and process for running advertisements on Facebook more efficiently. The study has taken a case study of a company- Great Deal Tires and analyzed the Facebook analytics data and insights with A/B testing and audience creation approach to assess the digital marketing impact. The study has implemented three test strategies for designing and placing Facebook ads for Great Deal Tires in order to assess the marketing impact. In the first test, a custom audience was chosen, and an identical Facebook video ad’s impact was evaluated based on the duration of the ad. In the second test, A/B testing was used to test Facebook ads, and the results of the tests were compared across three different audience groups to determine how well the ads performed. The third test evaluated on the audience conversion in the terms of subscribing to the Page, in which three different ads were shown to three distinct audience groups in order to compare the effects of the various ads on the diverse audiences. The study’s findings provided important information about Facebook ad placement, its effects on various audience segments, and digital marketing strategies to increase audience outreach. The study is important in demonstrating that Facebook advertisements are an effective marketing medium and a digital marketer can achieve good outreach with a modest investment of funds.