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

Authors: Rami Farhat; Qing Yang

Addresses: School of Economics and Management, University of Science and Technology Beijing, Beijing, 100083, China ' School of Economics and Management, University of Science and Technology Beijing, Beijing, 100083, China

Abstract: 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.

Keywords: digital media; a/b testing; marketing campaigns; cost per thousand impressions; ad formats.

DOI: 10.1504/IJIMS.2026.152060

International Journal of Internet Manufacturing and Services, 2026 Vol.12 No.1, pp.57 - 71

Received: 17 Jun 2024
Accepted: 08 Sep 2024
Published online: 05 Mar 2026 *

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