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A/B split test for social media marketing optimisation: comparing creative components using Facebook ads manager

Rami Farhat & Qing Yang

International Journal of Internet Manufacturing and Services2026https://doi.org/10.1504/ijims.2026.152060article
AJG 1
Weight
0.50

What the paper says

The rapid evolution of digital media and online marketing has significantly altered the interaction dynamics between businesses and customers. This study investigates the impact of social media marketing (SMM) on online purchase intentions, focusing on the effectiveness of different ad formats images versus videos on Facebook. Utilising an A/B testing approach, we analysed various creative components to determine their effectiveness in engagement campaigns. Data was collected from Facebook Ads Manager and through a focus group of 12 Lebanese digital media managers, each with over five years of experience in e-commerce. The findings indicate a strong preference for video content, particularly short videos over images and long videos, due to higher engagement rates and more effective message delivery. This study provides valuable insights into marketing campaigns that positively influenced brand perception, and cost per thousand impressions (CPM) was identified a reliable metric for evaluating ad effectiveness to increase online purchase intention.

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Cite this paper

https://doi.org/https://doi.org/10.1504/ijims.2026.152060

Or copy a formatted citation

@article{rami2026,
  title        = {{A/B split test for social media marketing optimisation: comparing creative components using Facebook ads manager}},
  author       = {Rami Farhat & Qing Yang},
  journal      = {International Journal of Internet Manufacturing and Services},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1504/ijims.2026.152060},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.