A/B testing, or split testing, involves comparing two versions of an ad to determine which performs better. Here’s how to use A/B testing to improve SEA performance: Identify Elements to Test: Choose elements to test, such as headlines, ad copy, CTAs, images, or landing pages. Create Variations: Develop two or more versions of the ad with different variations of the chosen elements. Run the Test: Simultaneously run the different ad versions to a similar audience to gather data. Analyze Results: Compare the performance metrics (CTR, conversion rate, CPC) of each version to determine which one performs better. Implement Changes: Use the insights gained to optimize your ad copy, creative, and targeting strategies for better performance. Iterate: Continuously conduct A/B tests on different elements to refine and improve your SEA campaigns over time.