The AB Testing for Ads optimization is a data-driven tool that helps you compare ads with statistically significant data in the same ad group. It helps you find ads that meet your business goals or contribute to the success of your advertising campaign, and removes those that are not performing well with a single click.
Cost/Conversion is not a ratio that can be used to determine success and is not a percentage that can be used to determine the probability of success for an ad text.
If an ad or an ad group is not listed on the page, it is because they don't have enough data for the tool to make a recommendation. The system analyzes all the active ad groups in real time, and will only show those ads and ad groups that have statistically significant results. If you want to view all the active ad groups in the account, try the turbo mode in this optimization.
The AB Testing tool compares ads with statistically significant data and shows you the losers based on the criteria you choose (Conv/Imp, CTR, Conv Rate).
When you have unselected highlighted ads, it means those ads are losing, but not based on the selected criteria.
You can use the Advanced Settings to add conditions like the minimum number of impressions an ad should have had before entering ad testing, and the percentage of difference which should be between the ads being compared.
For example, if you select 10% in the "Max difference in impressions", the system will only compare those ads that have a difference of 10% or less in impressions during the date range. This translates into a filter where, if Ad A has 10,000 impressions and Ad B has 5,000, they won't enter into AB Testing as the difference in the impressions they have had is greater than 10%.
This makes sure that you've received a similar amount of traffic during the selected date range for the ads entering into AB testing.
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