Advertising on Facebook, Instagram, Pinterest, Google and other emerging digital platforms is not only an effective tool for finding clinical study participants, but it also makes it possible for advertisers to quickly and inexpensively optimize their advertising campaigns with A/B testing. In A/B testing, two variants of one variable are compared, while all other variables are held constant. With A/B testing, graphics, messaging, timing, duration, frequency, channel, audiences, budget and other variables can be compared. Typically, multiple A/B tests are performed to fine tune a campaign.
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