- A/B tests can help marketers understand if their trial campaign drove user action that wouldn’t have occurred otherwise.
- An A/B test runs one campaign at a time, allowing a true ramp-down period between each testing timeframe to declutter results.
- An A/B test is designed to test multiple variables at one time, allowing advertisers to learn and quickly adjust their campaigns based on findings.
- In an A/B test, trial campaigns run at the same time as the original campaign, controlling for external factors (e.g. seasonality) that may otherwise bias results.
The correct answer is: In an A/B test, trial campaigns run at the same time as the original campaign, controlling for external factors (e.g. seasonality) that may otherwise bias results.
Explanation: The value of running a true A/B test with campaign experiments lies in its capacity to control for external factors, such as seasonality, that could otherwise introduce bias into results. By conducting experiment campaigns concurrently with the original campaign, A/B testing offers a more accurate understanding of the effects of proposed changes on campaign performance. This approach helps marketers make informed decisions on campaign optimization, thus potentially improving overall campaign results.