Ad formats

The audience is automatically split into two groups for the duration of the test.
Audience segments are only exposed to one of two campaigns.*
Results are available in the Testing dashboard of Campaign Manager.

Running an A/B test can help you identify which tactic drives more results and help you optimize future strategies.

*There are scenarios where there is not a winning campaign; when the tested variable had a negligible impact on campaign performance, or there was not enough data to determine a winning campaign. LinkedIn does not guarantee conclusive results. There may be instances where audience overlap occurs but there is negligible impact to the validity of the test results.

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Brand Lift Testing

Brand Lift Testing measures the incremental impact of LinkedIn ads on your key brand metrics (e.g. ad recall, brand favorability) by comparing your brand perception between a group of people who’ve seen your ads and a group of people who haven’t*:

First, Brand Lift splits the audience into control and test groups.
- The control group enables you to take a baseline of your brand’s perception. Users will not be shown your current brand ads during the flight of Brand Lift test.
- A subset of users in the treatment group will be shown your brand ads during the flight of Brand Lift test.
Then, Brand Lift surveys a subset of people in both the control and treatment groups, analyzing the differences in how they respond in order to calculate the causal impact of the ads.

In addition, it uses several advanced statistical methods that improve result reliability and reduce the impact of experiment-related biases.

Finally, it provides benchmarks and demographic breakdowns for your results, so long as there is enough data to do so.

You can use the results from your Brand Lift test to optimize ad performance.

How to get started with Testing

Create a new test in Campaign Manager

Sign into Campaign Manager, navigate to the account that you’d like to test in, and visit the Testing tab.

Select “Create” to start building your test. If it is an A/B test, you’ll start by creating a new campaign group.

Follow the prompts within Campaign Manager to finish setting up your test.

Monitor the real-time results of your test.

Once the test is complete, synthesize your results and iterate on your marketing strategy as needed.