How do you create a split test in Facebook Ads Manager?

Creating a split test (also known as A/B test) in Facebook Ads Manager allows you to experiment with different variables within your ad campaigns to determine which combination performs best. Here's a step-by-step guide on how to create a split test in Facebook Ads Manager:

1. **Access Facebook Ads Manager**:
   - Log in to your Facebook Ads Manager account at business.facebook.com.

2. **Navigate to Create a New Campaign**:
   - Click on the "Create" button to start creating a new ad campaign. Choose your campaign objective that aligns with the goals of your split test (e.g., Traffic, Conversions).

3. **Set Up Your Campaign**:
   - Define your campaign details including campaign name, budget, schedule, and other relevant settings at the campaign level.

4. **Set Up Your Ad Set**:
   - After setting up your campaign, you will reach the ad set level where you define your targeting, placements, budget optimization settings, and other ad set details.

5. **Enable the Split Test Option**:
   - Scroll down to the "Split Test" section within the ad set creation process. Toggle the switch to enable the split test option.

6. **Choose Your Split Test Type**:
   - Facebook offers several split test types based on what you want to test:
     - **A/B Test**: Compare two ad sets with a single variable difference (e.g., different ad creative, audience, placement).
     - **A/B/C Test**: Compare three ad sets with variations in one or more variables.
     - **Creative Split Test**: Test different ad creatives within the same ad set.
     - **Audience Split Test**: Test different audience segments within the same ad set.
     - **Placement Split Test**: Test different ad placements (e.g., Facebook feed vs. Instagram feed) within the same ad set.

7. **Configure Your Test Parameters**:
   - Depending on the type of split test you choose, configure the variables you want to test. For example, if you select an A/B test, define the specific differences between the two ad sets (e.g., different audiences, different creatives).

8. **Set Budget and Duration**:
   - Specify how you want to distribute your budget across the different test variations (e.g., evenly or weighted). Set the duration for your split test to ensure sufficient time to gather meaningful results.

9. **Create Your Ads**:
   - Proceed to create your ads within each ad set variation. Upload your ad creative (images, videos), write ad copy, add links, and configure call-to-action buttons as per your test parameters.

10. **Review and Launch Your Split Test**:
    - Review all details of your split test including targeting, ad creative, budget allocation, and duration. Once everything looks good, click "Publish" or "Confirm" to launch your split test campaign.

11. **Monitor Performance and Analyze Results**:
    - Monitor the performance of your split test campaign in Facebook Ads Manager. Track key metrics such as impressions, clicks, conversions, and cost per result for each variation.
    - Analyze the results to determine which ad set variation performed best based on your campaign objectives. Use these insights to optimize future campaigns and improve overall advertising effectiveness.

By setting up a split test in Facebook Ads Manager, you can systematically test different variables to understand what resonates best with your audience, optimize your ad campaigns, and achieve better performance outcomes.