What Is Ad Copy Testing, And How Can It Benefit Online Advertising?
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What is The Definition of Ad Copy?In digital terms, advertising copy, or ad copy, refers to the text of an online clickable advertisement that will take a user to the advertiser’s website. The ad usually consists of a headline, which is crafted to capture and hold the attention of targeted users, along with one or two other lines. Ideally, suppose the ad copy and the website landing page are good quality and utilize carefully selected keywords and key phrases. In that case, the advertisement will be prominently placed on a search engine results page or SERP. The ad can be displayed using Paid Search, which ranks ads on a SERP according to an advertiser bidding process and quality score factors. An alternate means for paying for online advertising is a pay-per-click or PPC ad, which generates a fixed charge to the advertiser each time a user clicks on an ad. Exceptional advertising copy on a SERP that will grasp and hold the target user’s interest should incorporate the following:
- Concise, compelling information that communicates the benefit to the market audience.
- Reasons why the user should have confidence in the product.
- Persuasive messaging that inspires a Call To Action (CTA) to find out more about the product. The first word of the CTA can be critical and warrants specific testing.
What is Ad Copy Testing?As advertisers increasingly focus on User Experience, it has become apparent that optimizing ad copy significantly contributes to a company’s overall success. This process involves special attention to improving a user’s interactions with a company’s website and product. An essential element of this process is ensuring that an ad produces a high conversion rate of click-throughs. This means that an ad needs to attract a substantial number of target users who click on an ad, then proceed to a landing page where they follow through with one or more actions that benefit the advertising company. One way of accomplishing a high conversion rate is through systematic online copy testing, which can be done before, after, or during the ad run. Testing can help a company, or special research team, pinpoint precisely what speaks to a specific target audience and what doesn’t. Experiments can be conducted by researchers who select pertinent individuals to measure response to perspective ad copy. The testing process can fine-tune a message that can generate the most profitable results from the most significant percentage of the targeted marketing group. Sometimes even a seemingly minor word change can deliver an unexpected, significantly positive impact. Some of the advertising copy-testing methods can include:
- Online surveys can reveal a user’s degree of engagement and response to ad copy.
- A/B testing involves running two or more versions of ad copy to determine the most productive.
- Visual tests determine what headlines, content, layout, call-to-action buttons, and visual content result in the best recall by potential users.
- Brand awareness recall testing to understand if the ad copy contributes to brand recognition and if users remember the brand name and overall message of the ad.