SAN FRANCISCO SCHOOL OF COPYWRITING
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    • Copywriting Lessons from David Ogilvy
    • 9 Copywriting Lessons from Robert Collier
    • 9 Copywriting Lessons From John Caples
    • 8 Copywriting Lessons from John Powers
    • Scientific Advertising: 10 Copywriting Lessons from Claude Hopkins
    • A Review of Current AI Copywriting Tools
    • Top San Francisco Ad Agencies
    • Learn How To Write Conversationally To Engage Your Audience
    • Top Skills for a Copywriter
    • Launch A Career In Advertising With These Top Portfolio Schools
    • UX Copywriting and Short Copy ​
    • Discover How To Write Killer Copy That Converts
    • What is Copywriting? >
      • What Alternative
    • 10 Great Headlines from Classic Ads
    • Why Tone Can Make or Break Your Copy
    • How to Use Statistics, Facts and Quotes to Craft Compelling Copy
    • Great Copywriters Use Verbal Imagery to Tell a Story
    • Master the Art of Headline Writing!
    • Here’s How to Get Portfolio-Building Copywriting Gigs
    • What Volkswagen’s ’Think Small’ Teaches Copywriters
    • 5 Brands with Amazing Copywriting Teams
    • Master Hard and Soft CTAs for Superior Sales Writing
    • The Ultimate Checklist for Blog Copywriters
    • 10 Mistakes Even Experienced Copywriters Make
    • Read These 4 Books to Become a Better Copywriter
    • Sales Writing: How to Create Attention Grabbing Headlines
    • How to Create Persuasive Sales Copy
    • Proven Copywriting Methods Emotional Advertising
    • How to Write Good Copy : Preparation Techniques
    • Copywriting Secrets: 8 Powerful Ways to Add Proof and Credibility
    • Copywriting Cheat Sheet: Write Powerful Copy Quickly and Easily
    • Copywriting Insights: How to Test Ad Copy for Best Results
    • Write Effective Ad Copy: No Fail Secrets and Tips
    • What Never to Do When Writing Compelling Copy for Sales
    • How to Write Copy That Sells – Use Benefits
    • 7 Ways to Improve Your Copy Immediately
    • A Day in the Life of a Copywriter
    • Coffee, Copywriting, and Freedom
    • Copy is Everywhere
    • Direct Response Copy Sells
    • The Pros and Cons of Copywriting Part–Time
    • Three Tips to Write Copy that Converts
    • Two of the Biggest Mistakes Beginning Copywriters Make
    • Why Copywriting Makes a Great Second Career
    • Why I Love Being a Copywriter
    • Landing Pages that Work - Copy that Converts
    • The Next Big Idea: Creative Advertising Ideation
    • Copywriting Certificates: Online Copywriting Classes
    • The Advertising Museum Tokyo: Copywriting Fun
    • How to Tell a Great Brand Story
    • 20 Great Headlines from Classic Ads
    • Top London Ad Agencies
    • The Top 10 Best Copywriting Books
    • Copywriting Courses & Resources
    • Copywriting Formulas to Write Faster: AIDA, Problem Solution and More
    • Sales Letters: Broken Down by Parts
    • Copywriting Research Tips, Tricks and Secrets
    • How to Grow Your Email List
    • What is Creative Advertising
    • Ideation and How to Find the Next Big Idea
    • Creative Advertising Methods and Madness
    • Paths to Becoming a Copywriter
    • Great Print Ads - Creative Advertising That Rocks
    • Great Outdoor Ads - Creative Advertising That Works
    • Underground Ads - Creative Advertising in England
    • 10 Great Email Subject Lines
    • Email Marketing Types: Long, Short, Creative and More
    • Email Copywriting Tactics
    • How to Grow Your Email List
    • Autoresponder Copywriting: How to Do It Write
    • Copywriting Examples: Social Media
    • 6 Free Copywriting Courses
    • Where You Can Get a Copywriting Certificate Online: Copywriting Training
    • Top American Ad Schools
    • 10 Ad Schools for College Graduates
    • These Direct Response Letters And Campaigns Delivered Great Results - Yours Can Too
    • How To Break Into Advertising
    • The Creative Advertising Bible: The Value Of Great Guerrilla Ad Campaigns (With Examples)
    • Content Writing Vs. Copywriting: What's the Difference?
    • SEO Copywriting: How Does Search Engine Optimization Factor Into Copywriting?
    • Show and Tell: 7 Ways to Write Strong Video Copy
    • Short, Sweet, and It Sells: How to Trim the Fat From Your Sales Copy
    • Digital VS Print Ad Copy: How to Write the Difference
    • How to Craft the Ultimate Product Description
    • B2B VS B2C Sales Copy: 6 Crucial Differences You Should Know About
    • The Next Big Idea: Creative Advertising Ideation
    • Email Marketing: 12 Tips for Getting It Right
    • Landing Pages and Lead Magnets: Everything You Need to Know
    • How to Do Better Creative Advertising: Why and How It Works
    • Where to Take Copywriting Classes in the San Francisco Bay Area
    • Why San Francisco Business Owners Need to Know Copywriting
    • How to Break Into the Copywriting Industry
    • What Everybody Should Know About Online Advertising Portfolio
    • Copywriting for Beginners: 10 Quick Tips
    • Don’t Let Imposter Syndrome Keep You from Writing Great Copy
    • How to Design Great Digital Ads
    • Ad Campaigns: Nike Just Do It
    • Copywriting Examples: Google Ads
    • Best Copywriting Resources: Magazines, Organizations and More
    • How to Practice Copywriting
    • How to Build a Brand With Copywriting
    • Copywriting Grammar Review: 10 Common Grammar Mistakes
    • Copywriting Grammar Review: When to Use Commas
    • Our Top 10 Conversion Rate Optimization Copywriting Tips
    • Urgent, Useful, Unique, Ultra-Specific: How to Boost Your Copywriting with the Four U’s
    • Great Ad Campaigns: Apple 1984
    • Great Ad Campaigns: “Mikey Likes It”
    • Great Ad Campaigns: "When EF Hutton Talks"
    • Great Ad Campaigns: "We Make Money the Old Fashioned Way"
    • Great Ad Campaigns: Daisy
    • Great Ad Campaigns: Absolut Vodka
    • Top San Francisco Ad Agencies
    • Top 6 1960s Ad Campaigns and What You Can Learn From Them
    • Top 10 1970s Ad Campaigns and What You Can Learn From Them
    • Top 7 1980s Ad Campaigns and What You Can Learn From Them
    • Top 10 1990s Ad Campaigns and What You Can Learn From Them
    • Why Does Creative Advertising Matter?
    • How Can AI Copywriting Tools Make Me a Better Copywriter?
    • Why Should You Enter Advertising Contests as a Copywriter?
    • 10 Tips for Writing Captivating Social Media Copy
    • Tips for Improved Direct Response Copywriting
    • Copywriting Pro-Tip: Highlighting Benefits Over Feature
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Copywriting Insights: How to Test Ad Copy for Best Results

All marketing media needs to be tested to optimize it for ultimate success - whether you are writing for a landing page, crafting a sales letter or even just whipping up a quick ad for use on one of the pay per click networks.

Trying out different layouts and words can lead to increased response and sometimes as a marketer it’s your job to do it.


In this article we look at how to test ad copy for optimum response.

So pull up a seat and take a look at what’s required in looking for the best results from your copy.

What is testing?
Testing your marketing material should be a critical part of your advertising strategy. Chopping and changing components to discover the best setup and content for optimum response is well worth the effort.

It might be that your target market prefers a particular call to action over another one and you won’t find that out unless you test your ad copy with a few different arrangements.


In addition, if you are paying for an ad to be published either online or offline, you don’t want to commit large finance to something that just does not work for your audience. Discovering the most effective arrangement and content that converts to sales is crucial.

How should you test ad copy?
Several variations of the same ad should be tested. If you are using pay per click style advertising like Google Adwords, then you should also test whether CPM is going to work better for you than CPC (CPM is the term used for payment that is based on 1000 impressions of an ad and CPC is pay per click).


As an aside, some people say that CPC is the best way to pay for Facebook ads and CPM is better on Google Adwords. If  brand awareness is the objective of your ad then you might want to go for CPM style even when you’re using Facebook.

Along with the different components of each ad, there are different themes to test too.  Let’s take a look at some of the options when it comes to the testing of ad copy.

Ad Copy Themes
Buyers are motivated by different needs, some will be looking for more bang for their buck, and others for good customer service or fast delivery. Try these different angles for your ads:
  • Testimonials
  • Discounts
  • Prices
  • Statistics
  • Providing the answer to one of your prospect’s questions

Start out by creating several ads so that you test which approach is going to be most attractive to your audience. Quite often looking at the ads of your competition will inspire you and will also allow you to understand more about what they are getting the best response from.

How to track a competitor’s ads
Print off their ads each day or week (depending on which channel the ads are being exposed on. Add the date that you printed it off and then follow up on the next ad time cycle.

You need to look for the changes that are being made to their ads. Nobody pays for an ad time and time again unless it’s working for them – so it will give you some kind of indication about what actually is working for them.


A/B or split testing is the name of the method of testing when just one small change is made between two ads to compare which ad will have the best results.  Take a look at this example.

Control Ad
Buy Garden Tools Now
Great deals on large range of tools, get
yours today. Free Shipping.
www.groovy-gardent-tools.com/tools

Split Test Ad
Huge Choie of Garden Tools
Great deals on large range of tools, get
yours today. Free Shipping.
www.groovey-garden-tools.com/tools 


Create Several Versions
Once you have ascertained which theme is working best with your target market, then it’s time to perfect it. Take each element of it and then write out 2 or 3 versions.

Mix up what you’ve got and then cycle through the different possibilities as you test ad copy.

Here are some examples of proven approaches to try out on your ad:
  • Calls to action – use positive verbs such as ‘try us now for best prices’, ‘call us now for quick delivery’, ‘visit our website for FREE offer’

  • You could opt to use a price or a discount as a temptation for consumers. Keep in mind that using a discount in an ad can save you from having to keep changing the price.

    Depending on where you are advertising and who for, getting approval on ads can take some time and keep making minor changes can cut into the time that your ad is being exposed.


  • Testimonials  - use the comments of a satisfied customer to convince others that you deliver high quality products and/or service.

  • Customer benefits – make it clear what’s in it for the customer to buy from you and what your unique selling point is.

  • Free shipping/fast delivery – tell them about it. It can often be what sets you apart from the rest.


Here are a few more points to keep in mind as you decide which approaches you are going to try next:
If you are using an internet based ad and are linking through to a landing page, then keep in mind that your landing page will need to be in alignment with your ad. It’s going to need the same words used on it to confirm to the visitor that they’ve arrived on the right page.

Search engine researchers have discovered that people are more likely to click on an ad that uses the same words as they used when they were searching. It’s almost like they get tunnel vision for what they are looking for, so your ad will do best if its headlines uses the same words as the search term used.

Keep in mind that you need to stay as specific as the search.


If the user is searching on the term:
“back yard blowing tools” and you use the headline “Back Yard Tools” on your ad, you could even put them off and they will click on an ad that will be more in line with what they were searching for. They are more likely to select an ad that states ‘Back Yard Blowers” as it’s more specific and niched.

Your landing page should also carry through the same offer that you used in a headline.  Your visitor has come along with a particular mind-set that you have set for them and you don’t want to suddenly change it or they will feel put off and are most likely to leave the page.

How to measure your testing
When it comes to measuring your testing you need to do this in an almost scientific way in order to be able to depend upon the results. For each version, make a note of its content and keep these points in mind:
  • In order to fairly compare the results, you’ll need to have given each ad an equal number of impressions or time of exposure.

  • If you’re using Adwords or something similar then ensure that each of your tests are run at the same time of day.

  • Remember that weekdays and weekends are very different when it comes to web behaviors and it depends what you are selling and to whom whether one of the other will be in your favor.

  • According to some web marketing professionals, you cannot determine how well an ad is performing until you have reached 300 clicks.

    A faster way to find out is to give it just 30. You can see quite fast whether ads are working or not, in particular if you are using Facebook. If they aren’t then they can be tweaked easily to expose them to a slightly different audience or the words/images can be changed.


  • All variables such as geographic location, demographics, time of day etc will play a part in the performance of the ad and should be noted.

  • If you link through to a landing page, then you will need to go through the same process of testing each component of it. You might opt to change.

  • Logo

  • Color

  • calls to action

  • positioning of calls to action

  • images

  • fonts

  • removal of navigation menu (it’s recommended that you do remove it as it keeps visitors more focused on your marketing message)

  • images

  • sales copy

Study the web page analytics to understand what the behavior was of visitors to the page. If you’re using Google Analytics then you can put some ‘goals’ into place to understand how people are reaching any page such as your ‘thank you for buying’ page.

Keep in mind that if the search engines crawl every version of your landing pages they could well flag them up for duplicate content and could even penalize you. Keep the spiders out until you have chosen which page you want them to find.

Here are some steps that you should take in order to test ad copy effectively:
​

Action Steps to Test Ad Copy
  • Create two ads with a different theme - i.e. one based on price and the other on the USP of the business.

  • Place the ads up with the same circumstances, i.e. the same time of day, for the same amount of time.

  • Tweak the headline of the better performing ad and measure the results
    ​
  • Cycle through a variety of changes until you have the ad that is giving the best performance.
FREE COURSE
  • Home
  • Courses
    • Copywriting 101
    • How to Create an Advertising Portfolio From Scratch
    • Direct Response Copywriting
    • 360 Copywriting Online
  • ABOUT
  • CONTACT
  • BLOG
    • Copywriting Lessons from David Ogilvy
    • 9 Copywriting Lessons from Robert Collier
    • 9 Copywriting Lessons From John Caples
    • 8 Copywriting Lessons from John Powers
    • Scientific Advertising: 10 Copywriting Lessons from Claude Hopkins
    • A Review of Current AI Copywriting Tools
    • Top San Francisco Ad Agencies
    • Learn How To Write Conversationally To Engage Your Audience
    • Top Skills for a Copywriter
    • Launch A Career In Advertising With These Top Portfolio Schools
    • UX Copywriting and Short Copy ​
    • Discover How To Write Killer Copy That Converts
    • What is Copywriting? >
      • What Alternative
    • 10 Great Headlines from Classic Ads
    • Why Tone Can Make or Break Your Copy
    • How to Use Statistics, Facts and Quotes to Craft Compelling Copy
    • Great Copywriters Use Verbal Imagery to Tell a Story
    • Master the Art of Headline Writing!
    • Here’s How to Get Portfolio-Building Copywriting Gigs
    • What Volkswagen’s ’Think Small’ Teaches Copywriters
    • 5 Brands with Amazing Copywriting Teams
    • Master Hard and Soft CTAs for Superior Sales Writing
    • The Ultimate Checklist for Blog Copywriters
    • 10 Mistakes Even Experienced Copywriters Make
    • Read These 4 Books to Become a Better Copywriter
    • Sales Writing: How to Create Attention Grabbing Headlines
    • How to Create Persuasive Sales Copy
    • Proven Copywriting Methods Emotional Advertising
    • How to Write Good Copy : Preparation Techniques
    • Copywriting Secrets: 8 Powerful Ways to Add Proof and Credibility
    • Copywriting Cheat Sheet: Write Powerful Copy Quickly and Easily
    • Copywriting Insights: How to Test Ad Copy for Best Results
    • Write Effective Ad Copy: No Fail Secrets and Tips
    • What Never to Do When Writing Compelling Copy for Sales
    • How to Write Copy That Sells – Use Benefits
    • 7 Ways to Improve Your Copy Immediately
    • A Day in the Life of a Copywriter
    • Coffee, Copywriting, and Freedom
    • Copy is Everywhere
    • Direct Response Copy Sells
    • The Pros and Cons of Copywriting Part–Time
    • Three Tips to Write Copy that Converts
    • Two of the Biggest Mistakes Beginning Copywriters Make
    • Why Copywriting Makes a Great Second Career
    • Why I Love Being a Copywriter
    • Landing Pages that Work - Copy that Converts
    • The Next Big Idea: Creative Advertising Ideation
    • Copywriting Certificates: Online Copywriting Classes
    • The Advertising Museum Tokyo: Copywriting Fun
    • How to Tell a Great Brand Story
    • 20 Great Headlines from Classic Ads
    • Top London Ad Agencies
    • The Top 10 Best Copywriting Books
    • Copywriting Courses & Resources
    • Copywriting Formulas to Write Faster: AIDA, Problem Solution and More
    • Sales Letters: Broken Down by Parts
    • Copywriting Research Tips, Tricks and Secrets
    • How to Grow Your Email List
    • What is Creative Advertising
    • Ideation and How to Find the Next Big Idea
    • Creative Advertising Methods and Madness
    • Paths to Becoming a Copywriter
    • Great Print Ads - Creative Advertising That Rocks
    • Great Outdoor Ads - Creative Advertising That Works
    • Underground Ads - Creative Advertising in England
    • 10 Great Email Subject Lines
    • Email Marketing Types: Long, Short, Creative and More
    • Email Copywriting Tactics
    • How to Grow Your Email List
    • Autoresponder Copywriting: How to Do It Write
    • Copywriting Examples: Social Media
    • 6 Free Copywriting Courses
    • Where You Can Get a Copywriting Certificate Online: Copywriting Training
    • Top American Ad Schools
    • 10 Ad Schools for College Graduates
    • These Direct Response Letters And Campaigns Delivered Great Results - Yours Can Too
    • How To Break Into Advertising
    • The Creative Advertising Bible: The Value Of Great Guerrilla Ad Campaigns (With Examples)
    • Content Writing Vs. Copywriting: What's the Difference?
    • SEO Copywriting: How Does Search Engine Optimization Factor Into Copywriting?
    • Show and Tell: 7 Ways to Write Strong Video Copy
    • Short, Sweet, and It Sells: How to Trim the Fat From Your Sales Copy
    • Digital VS Print Ad Copy: How to Write the Difference
    • How to Craft the Ultimate Product Description
    • B2B VS B2C Sales Copy: 6 Crucial Differences You Should Know About
    • The Next Big Idea: Creative Advertising Ideation
    • Email Marketing: 12 Tips for Getting It Right
    • Landing Pages and Lead Magnets: Everything You Need to Know
    • How to Do Better Creative Advertising: Why and How It Works
    • Where to Take Copywriting Classes in the San Francisco Bay Area
    • Why San Francisco Business Owners Need to Know Copywriting
    • How to Break Into the Copywriting Industry
    • What Everybody Should Know About Online Advertising Portfolio
    • Copywriting for Beginners: 10 Quick Tips
    • Don’t Let Imposter Syndrome Keep You from Writing Great Copy
    • How to Design Great Digital Ads
    • Ad Campaigns: Nike Just Do It
    • Copywriting Examples: Google Ads
    • Best Copywriting Resources: Magazines, Organizations and More
    • How to Practice Copywriting
    • How to Build a Brand With Copywriting
    • Copywriting Grammar Review: 10 Common Grammar Mistakes
    • Copywriting Grammar Review: When to Use Commas
    • Our Top 10 Conversion Rate Optimization Copywriting Tips
    • Urgent, Useful, Unique, Ultra-Specific: How to Boost Your Copywriting with the Four U’s
    • Great Ad Campaigns: Apple 1984
    • Great Ad Campaigns: “Mikey Likes It”
    • Great Ad Campaigns: "When EF Hutton Talks"
    • Great Ad Campaigns: "We Make Money the Old Fashioned Way"
    • Great Ad Campaigns: Daisy
    • Great Ad Campaigns: Absolut Vodka
    • Top San Francisco Ad Agencies
    • Top 6 1960s Ad Campaigns and What You Can Learn From Them
    • Top 10 1970s Ad Campaigns and What You Can Learn From Them
    • Top 7 1980s Ad Campaigns and What You Can Learn From Them
    • Top 10 1990s Ad Campaigns and What You Can Learn From Them
    • Why Does Creative Advertising Matter?
    • How Can AI Copywriting Tools Make Me a Better Copywriter?
    • Why Should You Enter Advertising Contests as a Copywriter?
    • 10 Tips for Writing Captivating Social Media Copy
    • Tips for Improved Direct Response Copywriting
    • Copywriting Pro-Tip: Highlighting Benefits Over Feature