{"id":3871,"date":"2020-08-31T15:19:20","date_gmt":"2020-08-31T06:19:20","guid":{"rendered":"https:\/\/www.hideandseek.co.jp\/?p=3871"},"modified":"2025-06-20T15:07:55","modified_gmt":"2025-06-20T06:07:55","slug":"what-is-a-b-testing-for-web-ads-how-to-test-effectively","status":"publish","type":"post","link":"http:\/\/www.hideandseek.co.jp\/en\/archives\/3871","title":{"rendered":"What Is A\/B Testing for Web Ads? Here\u2019s How to Test Effectively"},"content":{"rendered":"

The term \u201cA\/B testing.\u201d If you\u2019re new to working at a web advertising agency or have just started handling web advertising in-house, this might be the first time you\u2019ve heard it, right?<\/p>\n

In the online advertising industry, \u201cA\/B testing\u201d is a crucial concept for improving the effectiveness of ads and websites.<\/p>\n

So, in this article, we\u2019ll explain everything from the benefits to the methods and real-world examples of \u201cA\/B testing\u201d in a way that\u2019s easy to understand, even for those hearing the term for the first time.<\/p>\n

What Is A\/B Testing in Web Advertising?<\/h2>\n

First of all, A\/B testing is basicallyCompare multiple images and titles across two ads or websites\"Which one was more effective?\"<\/span><\/strong>This refers to the method for checking [...].<\/p>\n

\"\"<\/p>\n

In addition to images and text,Demographics (age, gender, and region)<\/strong>\u3084Distribution Channels<\/strong>\u3001Page Layout<\/strong>We sometimes conduct A\/B tests on it.<\/p>\n

In addition, when there are a large number of impressions, A\/B testing is often conducted with three or more variations to increase the number of tests.<\/p>\n

Even when there are three or more options, it is generally referred to as an A\/B test, though some people refer to a three-option test as an \u201cABC test.\u201d<\/p>\n

Benefits of A\/B Testing<\/h2>\n

With advertisements such as TV commercials and magazine ads, it\u2019s impossible to know exactly how many purchases resulted from them, and once an ad is placed, it cannot be changed.<\/p>\n

However,On the Web,<\/strong>\u3001You can accurately track page views and clicks, and make changes to your ads immediately<\/strong><\/span>That's it.<\/p>\n

There are two main benefits to this.<\/p>\n

You can boost the effectiveness of your ads in a short period of time<\/h3>\n

The first one is\"You can achieve results with your ads in a short period of time\"<\/strong>That is the point.<\/p>\n

TV commercials and magazine ads have fixed publication periods, and as mentioned above, the ads cannot be changed.<\/p>\n

However, when it comes to online advertising,You can easily toggle ads \"on\" or \"off.\"<\/strong><\/span><\/p>\n

That\u2019s why, once we\u2019ve gathered enough data, we can change the ad titles and banners to quickly put the PDCA cycle into action.<\/p>\n

Testing requires less effort<\/h3>\n

When implementing the PDCA cycle for TV commercials and magazine ads, each iteration\u2014from the title and dialogue to casting and design\u2014takes time, resulting in significant advertising costs.<\/p>\n

Of course, on the web as well, changing a site\u2019s page layout or implementing a new system takes time, but in most cases, it\u2019s just a matter of A\/B testing images and text.<\/p>\n

Focus the test solely on specific details<\/strong>As a result, each test requires fewer resources, allowing us to cycle through the PDCA process more quickly.<\/p>\n

How to Conduct A\/B Testing for Web Advertising<\/h2>\n

Next, here's how to conduct A\/B testing for web ads.<\/p>\n

Decide what to A\/B test<\/h3>\n

First, think about which metrics you want to improve for the web ads you\u2019re in charge of.<\/p>\n

A key indicator here is\"imp \u00d7 CTR \u00d7 CVR\": The Golden Rule of Web Traffic Acquisition<\/strong>That's it.<\/p>\n

\"\"<\/p>\n

For example, let's say you're running display ads.<\/p>\n

If you want to increase the number of clicks to the landing page relative to the number of ad impressions, you need to improve the CTR of your ad creatives.<\/p>\n

In other wordsA\/B Testing of Ad Headlines and Banners<\/strong>include the following.<\/p>\n

Also, if you want to increase the number of conversions from landing page visits, you\u2019ll need to improve the landing page\u2019s conversion rate.<\/p>\n

In other wordsA\/B testing of designs such as the LP's first view and the \"Proceed to Cart\" button<\/strong>include the following.<\/p>\n

As such, in advertising,Depending on which aspect of \u201cimp\u00d7CTR\u00d7CVR\u201d you want to improve,The location for A\/B testing may change<\/span><\/strong>That's right.<\/p>\n

(By the way, right after we start running ads, we begin with A\/B testing to improve the CTR of our creatives.)<\/p>\n

Use a tool to determine the sample size required for A\/B testing<\/h3>\n

To conduct an A\/B test\"The results aren't just a fluke.\"<\/strong><\/span>A certain number of samples is required to demonstrate this.<\/strong>That's it.<\/p>\n

And the sample size for web advertising is\"Page Views\"<\/strong>will be.<\/p>\n

Technically, you\u2019d have to perform some fairly complex statistical calculations to determine the sample size, but it\u2019s a hassle to do that every time you run an A\/B test, isn\u2019t it?<\/p>\n

Here\u2019s a website that can help with that: \u201cCalculating Sample Size for A\/B Testing<\/a><\/span>\".\"<\/p>\n

\"\"<\/p>\n

Simply enter your current CVR (or CTR) and your target CVR (or CTR), and the tool will calculate the required sample size for you.<\/strong><\/p>\n

For example, if the current CTR for a banner ad is 0.05% and you want to reach 0.10%, you\u2019ll need 36,174 page views.<\/p>\n

\"\"<\/p>\n

By the way, you can leave the significance level \u03b1 and power 1-\u03b2 at their default values of 5% and 95%.<\/p>\n

We achieved good results and will conduct another test.<\/h3>\n

When conducting A\/B testing, it is important to follow the PDCA cycle.<\/strong><\/p>\n

For example, if you\u2019re A\/B testing three ad copies, keep only the one that performed well and replace the two that didn\u2019t.<\/p>\n

Then we\u2019ll run another A\/B test, keep the one that performed better out of the two, replace one of them, and...<\/p>\n

The ideal scenario is to repeat this process until you have three highly effective ad copies running simultaneously.<\/p>\n

As such,A\/B testing isn't a one-time effort; we continue to follow the PDCA cycle.<\/strong><\/span><\/p>\n

However, the effectiveness of advertising is not permanent; it tends to gradually decline over time.<\/p>\n

For example, it is said that sponsored articles lose their effectiveness within three months, so regular PDCA cycles are necessary.<\/p>\n

In other wordsAs long as the ad campaign isn't over, we'll keep running A\/B tests indefinitely.<\/strong>That's right.<\/p>\n

Specific Examples of A\/B Testing<\/h2>\n

Finally, I\u2019ll wrap up by explaining a specific example of A\/B testing for web ads.<\/p>\n

Examples of A\/B Testing for Creative Assets<\/h3>\n

When it comes to creative assets, A\/B testing primarily involves images and text; to be more specific, even a slight change in the overall color tone of an image or a single character in the text can affect the CTR.<\/p>\n

Image<\/h4>\n

For example, when testing three ad banners for skincare products<\/p>\n

Comparing product images, images showing the product in use, or images of women, or<\/p>\n

\"\"<\/p>\n

 <\/p>\n

If you liked the product image, you could compare it with a different one, or<\/p>\n

\"\"<\/p>\n

 <\/p>\n

Compare the layouts, for example<\/p>\n

 <\/p>\n

\"\"<\/p>\n

There are various ways to get creative.<\/p>\n

Also, when testing two ad copies,<\/p>\n

Comparing two selling points (factors that boost the desire to buy) or<\/p>\n

\"\"<\/p>\n

Compare based on whether or not there are offers (such as discounts or special perks), etc.<\/p>\n

\"\"<\/p>\n

You can test various things here as well.<\/p>\n

LP A\/B Testing Case Studies<\/h3>\n

For landing pages, we primarily conduct A\/B tests on elements such as \u201cFV (First View),\u201d \u201cSV (Second View),\u201d \u201cCall-to-Action,\u201d \u201cLayout,\u201d and \u201cCart Button\u201d to increase the conversion rate.<\/p>\n

For example, comparing the first view using images or videos,<\/p>\n

\"\"<\/p>\n

 <\/p>\n

Comparing the designs of the \"Go to Cart\" buttons, for example<\/p>\n

\"\"<\/p>\n

 <\/p>\n

It would be a good idea to test various options.<\/p>\n

Summary<\/h2>\n

For digital advertising managers, maximizing the return on investment (ROI) of their ads is a critical factor.<\/p>\n

To that end, you need to discover winning creative ideas on your own.<\/p>\n

If you're planning to get involved in online advertising, be sure to use A\/B testing to improve your ad performance.<\/p>\n

This article summarizes the different types of online advertising for those who are new to the field. We hope you find it helpful.<\/p>\n

Hide&Seek Co., Ltd. | Hide&Seek<\/div>
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