How to create an A/B test: LinkedIn Sponsored InMail

[Reyed Mia (Apprentice, DIU)]

How to create an A/B test: LinkedIn Sponsored InMail

When you're planning your marketing campaigns, an important element to consider is running an A/B test with most, if not all, of your campaigns. A/B testing will help you get insights necessary to make optimizations to maximize your performance. With Sponsored InMail, A/B testing means comparing two versions of a message against each other to determine which one performs best. For example, testing two different calls to action. And remember, when running a true A/B test, test only one variable at a time. Another way to A/B test with Sponsored InMail is to compare how one Sponsored InMail message performs when targeted to two different audiences.

This A/B test setup will help you understand which audience your message resonated with best. For example, with my marketing tips campaign, I set up a campaign targeting marketing professionals in the US by targeting geography, seniority, function and skill for one campaign, and then I decided to add a second campaign targeting geography, members of marketing groups, seniority and function to see which audience my message would resonate with best. Now let's take a look at what setup may look like if you had the same message, but two different target audiences. In this example I have two different campaigns set up.

So I have the same creative, but I have two different target audiences. Now if I wanted to click into one of the campaigns I have running, I've set up two ads here, version A and version B. I'm using the same target audience, except I'm testing two different versions of the message. Now if I scroll up to top, I wanted to highlight one thing and that's Duplicate Campaign. By clicking Duplicate Campaign you're creating an identical copy of this specific campaign including the targeting, all Sponsored InMail messages and the details from the bid and the budget page.

Duplicating a campaign is helpful when you're setting up two similar campaigns. When A/B testing, always make sure that you setup two individual trackers for each Sponsored InMail so you can identify which option performs best. Remember to always A/B test and then test again to ensure that you're reaching the right audience with the best and optimized message. Each marketing campaign you run is unique and each message you set up is unique as well. So consider always having an A/B test running.

https://www.linkedin.com/learning/linkedin-sponsored-inmail/how-to-create-an-a-b-test