I love creating ad copy for my clients' ads, but how do I know if I'm are on the right track? Of course, click-through rates and conversion rates are a great way to measure, but it would be difficult to gauge how I could do better if I only have one advert showing.
Testing ad copy using the AB method is helpful for several reasons. The main reason is that it allows you to effectively pit elements of an advert against each other and build on the winner to create the best performing ad.
Here we have one of my Garage Door clients, and I am testing the ads' headline. As you can see, there is a clear winner in terms of the click-through rate, which is ad A.
And I know from other data that the conversion rate is more substantial with advert A too.
I want to take the elements of advert A and build on that to create either an Advert C or completely replace advert B and just run the two ads.
Here at Pledge Consultancy, I have tried and tested formulas for creating high performing ad copy. When creating ad copy, I always start by asking the following questions:
A search ads core elements are headings and descriptions. I would recommend starting testing headings first and getting those right, then moving on to optimising your descriptions.
It is essentially all about whom you are talking to in your adverts.
For example, if you were selling a technical product with specific specifications, your audience may want to see that in the ad to provide reassurance that what they are looking for you provide. Equally, you may want to use less technical language to appeal to those researching and looking to understand what you offer at an understood level.
This could be a great AB test opportunity to see which performs better the features or benefits (or a mixture of both).
While technically not ad copy, we wanted to make sure we included a section regarding landing pages. You could run exactly the same ad (once you know it's got a good CTR) and have two different landing pages, and AB test those! Asking yourself where the person will land once they have clicked on your advert is so vital.
So there you are. Hopefully, I have demonstrated how important AB testing your Ad copy is and provided you with some help on getting started on your AB testing journey.