The purpose of the ad copy is to convince a person to take the desired action we are asking them to take.
Whether that's to opt into a lead magnet or to order something, the ad copy is where you have the chance to address the consumer's pain points and offer the solution.
You may be surprised at how much more significant your ROAS and ROI could be if you take the time to do even a small ad test experiment.
From the tiniest tweaks to the entirely different structure of your ad copy, with ad testing, you can uncover which combination of words can result in better engagement with your audience, higher click-through rates, and boosted sales.
Crafting an ad is not an exact science, but there are many good practices and plenty of opportunities to create copy that converts, and obsessively testing your ad copy is the shortcut to it.
One of the best things about A/B testing is that ad testing tools like AdOptics help you analyze data and determine which ad performs better without you having to put in any additional work.
So how can you maximize the power of ad testing to better your copy?
We are giving you an insight into how you can easily overcome the initial ad testing challenges and pick essential areas to test so that you can start creating more appealing content to present to your target customers.
Think about your audience and how they perform searches.
By understanding how your audience looks for a solution to their problems, you can ensure that you're using the right keywords in your copy that will both trigger your ad and attract their attention.
*Do high commercial intent keywords perform better when placed in headline or description?
*Should you focus on benefits or features?
*Which keywords to put in your display URL?
Experimenting with ad testing will help you answer these and many more questions.
Focus on your CTA and spice it up.
There are many ways you can tell a prospect what you want them to do that are not as monotonous and boring as you imagine them to be.
Depending on your business and offer, it may appear that you cannot decide which call to action will produce the most remarkable results. And that's the beauty of ad testing. By comparing CTAs against each other, you will find out what wording clicks with your audience the most.
There is a range of action verbs that you can utilize, and the most commonly used are:
Combine these verbs with verbs that have a negative connotation, such as:
Finding out when to use the scarcity principle.
Scarcity has long been prized to influence consumers' decisions.
All marketers are more or less familiar with the scarcity principle, and a fair share of them knows scarcity as the essential component of many successful ads.
But our targeted audiences seem to have become immune to it ages ago. People on the Internet are repeatedly told to do something "now," so they've grown resistant to that word and choose to stay ignorant to advertisers' demanding tone. They don't always fall under the impression of the tried urgency we forever want to create and exploit. Not if we stick to using the same words, anyway.
Attempts to sell more on account of created urgency won't at all times work, and chances are it could terribly backfire, but you can prevent that by offering them a reason.
Instead of telling your consumer only to "Buy now," try to explain why they should buy now - because, for example, you offer free shipping for a limited time. Be genuine and provide a valid reason.
Familiar with the study related to shelf-based scarcity?
What we learned from that research is that scarcity is likely to affect choices in the following cases:
- when customers lack strong prior preferences, and
- under circumstances where price promotions are non-existent or are similar across alternatives.
This knowledge is something you definitely need to try to implement when testing your ad copy.
Tell them why they should pick you over someone else.
In a sea of offers, a customer has the right to shift from one company to another, then to a third or even tenth one until they find the best deal.
By figuring out which value proposition will have them choose you over your competition, you will gain the means to grab their attention when it matters.
Don't assume. Test.
One crucial thing to remember is that your hunch doesn't play a large part here. If anything, it can falsely convince you that a specific copy will be so brilliant that clicks and conversions will come pouring as soon as you start your campaign.
The reality is, you won't know what will work better until you test it. And that is the whole point of ad testing experiments.