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• 18. This is just a really simple example here. Youre trying to test differencesin ad performance based on a single variable, keeping everything elsealike. In this particular case, you see these two arrows pointing to ahamburger and pointing to a logo for sunshine. Weve kept everythingelse the same. "Eat at Joes!" is the same. We actually have ad copyunderneath thats the same.All were trying to do is say, "What works better – a picture of an ad with ahamburger or a picture of an ad with sunshine?" Thats our A/B test:hamburger versus sunshine.Then well do these things at a higher level. Well run women in one groupand men in another group. For instance, in this particular example, therewill be four different ads that well run:• Women with the hamburger• Women with the sunshine• Men with the hamburger• Men with the sunshineWell just watch those ads run for two weeks, see what happens, and thencheck the outcomes.A/B Test Tale of the TapeIn this particular case, we tried to run the same CPM bid, we tried to runthe same amount of budget, and we tried to run the same impressioncount. Were trying to keep as many things as similar as possible.But an A/B test is really about changing one variable and having twoexamples of that that we can actually test to see what happens.In this particular case, we actually got far more clicks on the sunshinefrom women and far more clicks on the hamburger from men, and oureffective cost per click for this campaign was actually really good in thosetwo instances.Session Transcript SocialMediaExaminer.com Page 18 of 33 Copyright 2011, Social Media Examiner