*This post was originally published on CastlewoodStudios.com, and is republished here with permission.
From those promoting global corporations down to those crafting ads for the smallest businesses, advertisers of every size know that choosing the wrong words, colors, or images can harm the effectiveness of a particular advertisement, potentially scaring away the very people they’re trying to entice. For this reason, advertisers spend a great deal of time, money, and effort trying to make sure their ads are as effective as possible.
But how can you know beforehand if your ads really will be effective, and not just a waste of time? By testing their ads against one another in a process called multi-variant testing, split testing, or A/B testing.