{"id":56270,"date":"2022-11-15T08:00:23","date_gmt":"2022-11-15T07:00:23","guid":{"rendered":"https:\/\/blog.euncet.com\/por-que-utilizar-los-test-a-b-en-google-ads-o-instagram-ads\/"},"modified":"2026-02-27T14:31:45","modified_gmt":"2026-02-27T13:31:45","slug":"per-que-utilitzar-els-test-a-b","status":"publish","type":"post","link":"https:\/\/www.euncet.com\/blog\/ca\/per-que-utilitzar-els-test-a-b\/","title":{"rendered":"Per qu\u00e8 utilitzar els test A\/B en Google Ads o Instagram Ads"},"content":{"rendered":"<p>Alguna vegada t&#8217;has preguntat per qu\u00e8 funciona millor un anunci que un altre? Quins elements criden m\u00e9s l&#8217;atenci\u00f3? A les campanyes de m\u00e0rqueting, \u00e9s molt com\u00fa rec\u00f3rrer als<strong> A-B testing, proves de test multivariant que ajuden a optimitzar les campanyes adaptant els continguts a les prefer\u00e8ncies dels usuaris identificades.<\/strong><strong>\u00a0<\/strong><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdNDEX DE CONTINGUTS<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #222222;color:#222222\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #222222;color:#222222\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.euncet.com\/blog\/ca\/per-que-utilitzar-els-test-a-b\/#Que_son_els_AB_test\" >Qu\u00e8 s\u00f3n els A\/B test?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.euncet.com\/blog\/ca\/per-que-utilitzar-els-test-a-b\/#Avantatges_dutilitzar_A_B_test_a_Google_Ads_o_a_Instagram_Ads\" >Avantatges d&#8217;utilitzar A&amp;B test a Google Ads o a Instagram Ads<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.euncet.com\/blog\/ca\/per-que-utilitzar-els-test-a-b\/#Comprendre_al_nostre_client\" >Comprendre al nostre client<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.euncet.com\/blog\/ca\/per-que-utilitzar-els-test-a-b\/#Optimitzar_conversions\" >Optimitzar conversions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.euncet.com\/blog\/ca\/per-que-utilitzar-els-test-a-b\/#FideliTzar_al_client_final\" >FideliTzar al client final<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.euncet.com\/blog\/ca\/per-que-utilitzar-els-test-a-b\/#Com_fer_un_AB_testing\" >Com fer un A\/B testing?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.euncet.com\/blog\/ca\/per-que-utilitzar-els-test-a-b\/#Definir_lobjectiu_de_la_nostra_campanya\" >Definir l&#8217;objectiu de la nostra campanya<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.euncet.com\/blog\/ca\/per-que-utilitzar-els-test-a-b\/#Marcar_la_durada_del_test_AB\" >Marcar la durada del test A\/B<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.euncet.com\/blog\/ca\/per-que-utilitzar-els-test-a-b\/#Crear_les_variacions_de_disseny_o_copies\" >Crear les variacions de disseny o copies<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.euncet.com\/blog\/ca\/per-que-utilitzar-els-test-a-b\/#Executar_els_AB_testing\" >Executar els A\/B testing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.euncet.com\/blog\/ca\/per-que-utilitzar-els-test-a-b\/#Analitzar_els_resultats\" >Analitzar els resultats<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<p>En el seg\u00fcent article, t\u2019expliquem en qu\u00e8 consisteix exactament el <strong>test A\/B<\/strong> i com pot ajudar-te en la teva estrat\u00e8gia d&#8217;anuncis d\u2019Ads a Google i a Instagram.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/06\/que-son-los-a-b-test.jpg\" alt=\"Descubre qu\u00e9 son los Test A\/B en Marketing. Euncet Business School.\" width=\"750\" height=\"300\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Que_son_els_AB_test\"><\/span>Qu\u00e8 s\u00f3n els A\/B test?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Els A\/B test s\u00f3n<strong> una <\/strong><strong>t\u00e8cnica molt \u00fatil a l&#8217;hora d&#8217;optimitzar accions de m\u00e0rqueting<\/strong><strong> digital<\/strong> com s\u00f3n les campanyes de correu electr\u00f2nic, anuncis a Google Ads i a Instagram Ads, landing pages, canvis en l&#8217;experi\u00e8ncia d&#8217;usuari&#8230;<\/p>\n<p>Actualment, els usuaris tenen molt clar el tipus de contingut que volen consumir. Les marques han de donar resposta de manera \u00e0gil a aquestes necessitats a trav\u00e9s d\u2019accions personalitzades. \u00c9s en aquests casos en els quals <strong>acudir a l&#8217;A\/B test pot ajudar a identificar quins elements ajuden en el proc\u00e9s de conversi\u00f3.<\/strong><strong>\u00a0<\/strong><\/p>\n<p>Realitzar aquestes proves comparant dues versions d&#8217;un mateix contingut <strong>permet treure conclusions sobre el comportament dels usuaris<\/strong>.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/06\/ventajas-utilizar-los-test-a-b-en-google-ads-o-instagram-ads.jpg\" alt=\"Beneficios de aplicar Test A\/B en tus campa\u00f1as y landing pages.\" width=\"750\" height=\"300\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Avantatges_dutilitzar_A_B_test_a_Google_Ads_o_a_Instagram_Ads\"><\/span>Avantatges d&#8217;utilitzar A&amp;B test a Google Ads o a Instagram Ads<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Anunciar-se a internet \u00e9s tot un desafiament davant l&#8217;alt nivell de compet\u00e8ncia que existeix actualment.<strong> Les marques han vist una oportunitat en els anuncis de pagament i plataformes com Google Ads i Instagram Ads s\u00f3n les m\u00e9s utilitzades.<\/strong><strong>\u00a0<\/strong><\/p>\n<p>Aquests anuncis s\u00f3n <strong>accions que impacten els p\u00fablics objectius i en tan sols dos segons valoren si l&#8217;anunci \u00e9s atractiu o no. <\/strong>El principal avantatge d&#8217;utilitzar l&#8217;A-B testing \u00e9s que <strong>permet analitzar quins elements converteixen millor fent rellevant i atractiu l&#8217;anunci<\/strong><strong>.<\/strong><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Comprendre_al_nostre_client\"><\/span>Comprendre al nostre client<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Un dels principals avantatges d&#8217;utilitzar el test A\/B \u00e9s que <strong>ajuda a entendre millor als nostres clients.<\/strong> En comparar dues versions d&#8217;un mateix anunci <strong>pots analitzar els comportaments d&#8217;aquests dos grups de persones i treure conclusions dels resultats obtinguts.<\/strong> Permet tenir un <strong>feedback r\u00e0pid i real <\/strong>alhora que ajuda a recopilar dades sobre els usuaris.<\/p>\n<h3 aria-level=\"3\"><span class=\"ez-toc-section\" id=\"Optimitzar_conversions\"><\/span>Optimitzar conversions<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p aria-level=\"3\">L&#8217;objectiu principal a l&#8217;hora d&#8217;utilitzar aquesta t\u00e8cnica comparativa \u00e9s <strong>millorar la taxa de conversions optimitzant els recursos.<\/strong> En el cas dels anuncis de pagament, <strong>tindr\u00edem en compte la imatge o la creativitat, els textos i l&#8217;anomenada a l&#8217;acci\u00f3 (call to action).<\/strong><strong>\u00a0<\/strong><\/p>\n<p>Realitzar variacions entre les dues versions de l&#8217;A\/B test ajudar\u00e0 a <strong>comprovar qu\u00e8 t\u00e9 una millor resposta per poder implementar-se en les accions futures. \u00a0<\/strong><\/p>\n<h3 aria-level=\"3\"><span class=\"ez-toc-section\" id=\"FideliTzar_al_client_final\"><\/span>FideliTzar al client final<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p aria-level=\"3\">Els usuaris tenen gustos i prefer\u00e8ncies diferents. Per aix\u00f2, \u00e9s important idear estrat\u00e8gies que donin resposta a les seves necessitats de la forma m\u00e9s personalitzada i \u00fanica possible. <strong>La hiperpersonalitzaci\u00f3 est\u00e0 a l&#8217;ordre del dia <\/strong>i amb l&#8217;\u00fas d&#8217;eines A\/B test podem con\u00e8ixer exactament les prefer\u00e8ncies del nostre p\u00fablic i adaptar millor les nostres estrat\u00e8gies per fidelitzar-lo.<\/p>\n<h2><img decoding=\"async\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/06\/como-hacer-un-a-b-testing.jpg\" alt=\"Ent\u00e9rate c\u00f3mo hacer un A\/B Testing.\" width=\"750\" height=\"300\" \/><\/h2>\n<h2 aria-level=\"2\"><span class=\"ez-toc-section\" id=\"Com_fer_un_AB_testing\"><\/span>Com fer un A\/B testing?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p aria-level=\"2\">Ara que ja saps en qu\u00e8 consisteix l&#8217;A\/B test, t&#8217;ensenyem els passos que has de seguir per poder realitzar el teu.<\/p>\n<h3 aria-level=\"3\"><span class=\"ez-toc-section\" id=\"Definir_lobjectiu_de_la_nostra_campanya\"><\/span>Definir l&#8217;objectiu de la nostra campanya<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p aria-level=\"3\">Com amb qualsevol estrat\u00e8gia de m\u00e0rqueting, \u00e9s fonamental <strong>definir l&#8217;objectiu<\/strong><strong> inicial sobre el <\/strong><strong>qual girar\u00e0 l&#8217;acci\u00f3. <\/strong>En funci\u00f3 de l&#8217;objectiu que defineixis haur\u00e0s de realitzar els ajustos corresponents en les dues versions de l&#8217;A\/B test.<\/p>\n<h3 aria-level=\"3\"><span class=\"ez-toc-section\" id=\"Marcar_la_durada_del_test_AB\"><\/span>Marcar la durada del test A\/B<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p aria-level=\"3\">Perqu\u00e8 els resultats obtinguts de l&#8217;A\/B test siguin rellevants <strong>es necessita un per\u00edode de temps d&#8217;una certa durada<\/strong>. Durant la primera setmana, se solen posicionar aquelles accions que compten amb un cert hist\u00f2ric quan es tracten d&#8217;anuncis o landing pages. <strong>Una vegada l&#8217;anunci o la landing page comen\u00e7a a recopilar informaci\u00f3 dels usuaris, \u00e9s quan augmenta la base de dades<\/strong> i permet analitzar els mapes de calor, aix\u00ed com les taxes d&#8217;obertura i de rebot.<\/p>\n<h3 aria-level=\"3\"><span class=\"ez-toc-section\" id=\"Crear_les_variacions_de_disseny_o_copies\"><\/span>Crear les variacions de disseny o copies<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Si b\u00e9 \u00e9s cert que l&#8217;A\/B test permet comparar dos models amb variacions d&#8217;un mateix contingut, <strong>es recomana que es faci proves d&#8217;un element alhora, ja que si hi ha molts canvis \u00e9s m\u00e9s dif\u00edcil mesurar amb exactitud el factor diferencial.<\/strong><strong>\u00a0<\/strong><\/p>\n<p><strong>S&#8217;aconsella utilitzar imatges amb persones, perqu\u00e8 s&#8217;ha demostrat que tenen m\u00e9s \u00e8xit enfront de les quals nom\u00e9s apareixen objectes<\/strong><strong>. <\/strong>Respecte al copy, es pot provar de posar el preu en una de les versions i veure si \u00e9s un dels factors que t\u00e9 en compte el nostre p\u00fablic objectiu. Aix\u00f2 tamb\u00e9 \u00e9s aplicable a les caracter\u00edstiques del servei o a les landings si comptem amb m\u00e9s d&#8217;una versi\u00f3.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Executar_els_AB_testing\"><\/span>Executar els A\/B testing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Un cop tinguis els dissenys preparats, \u00e9s hora d&#8217;executar-ho. Per aix\u00f2, <strong>existeixen diferents eines de proves amb les quals, a m\u00e9s de comparar versions d&#8217;una mateixa p\u00e0gina o anunci, podr\u00e0s analitzar els resultats recopilats<\/strong><strong>.<\/strong> Algunes d&#8217;elles s\u00f3n <a href=\"https:\/\/marketingplatform.google.com\/about\/optimize\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Optimize<\/a>,<a href=\"https:\/\/analytics.google.com\/analytics\/web\/\" target=\"_blank\" rel=\"noreferrer noopener\"> Google Analytics<\/a> i<a href=\"https:\/\/www.abtasty.com\/es\/\" target=\"_blank\" rel=\"noreferrer noopener\"> Ab tasty.<\/a><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Analitzar_els_resultats\"><\/span>Analitzar els resultats<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Finalment, com amb qualsevol pla o estrat\u00e8gia, arriba l&#8217;hora d&#8217;analitzar les dades recopilades i detectar quins elements tenen un major acolliment entre els teus usuaris. Amb aquesta mena de test descobrir\u00e0s els elements de la p\u00e0gina o de l&#8217;anunci millor valorats. Amb les conclusions extretes podr\u00e0s elaborar la pr\u00f2xima p\u00e0gina web o anunci tenint en compte aquests criteris. D&#8217;aquesta manera, aquesta versi\u00f3 complir\u00e0 amb les necessitats i prefer\u00e8ncies dels usuaris, millorant aix\u00ed la percepci\u00f3 de la marca i la seva fidelitzaci\u00f3.<\/p>\n<p><a href=\"https:\/\/www.euncet.com\/ca\/executive-education\/postgrau-direccio-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2023\/02\/3-PDM-H-1.gif\" alt=\"\" width=\"750\" height=\"200\" \/><\/a><\/p>\n<p>Si vols saber quines altres eines pots utilitzar en la teva estrat\u00e8gia de m\u00e0rqueting, no et pots perdre el <a href=\"https:\/\/www.euncet.com\/ca\/executive-education\/postgrau-direccio-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">postgrau en Direcci\u00f3 de M\u00e0rqueting de l&#8217;Euncet Business School.\u00a0<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Alguna vegada t&#8217;has preguntat per qu\u00e8 funciona millor un anunci que un altre? Quins elements criden m\u00e9s l&#8217;atenci\u00f3? A les campanyes de m\u00e0rqueting, \u00e9s molt com\u00fa rec\u00f3rrer als A-B testing, proves de test multivariant que ajuden a optimitzar les campanyes adaptant els continguts a les prefer\u00e8ncies dels usuaris identificades.\u00a0 En el seg\u00fcent article, t\u2019expliquem en [&hellip;]<\/p>\n","protected":false},"author":24,"featured_media":55739,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[454],"tags":[],"class_list":["post-56270","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marqueting-comunicacio-i-vendes"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Per qu\u00e8 utilitzar els test A\/B a les teves campanyes | Blog Euncet<\/title>\n<meta name=\"description\" content=\"Si planeges fer una campanya a Google Ads o Instagram Ads, has d&#039;utilitzar els tests a\/b. 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