A/B testing/split testing is an experiment in digital marketing commonly used to determine the most effective result! 
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Testing different variations of elements in your campaigns whether it be headline, ad copy, use of imagery, call to actions etc will allow you to determine which variation users respond more positively to! â € â €
Once you have the results from your test you can alter and focus your strategy towards the highest performing campaign which will aid in higher engagement and increased chances of conversions
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