Ad spending has risen in recent years and is projected to continue to increase. Everyone is doing it, so it is important to carefully plan ad spending now. Copy tasting is a tool that can help you optimize your campaigns and ads. Copy testing is used to help stakeholders determine if an ad will be successful based on customer feedback. Copy testing is used before an ad is promoted because it can prevent time and money from being wasted on poor ad campaigns. The process of copy testing used to be costly, but that is changing with modern technology. Automated copy testing is a new tool that reduces the cost of copy testing and delivers better results. Automated copy testing uses software to send your ads to real people and retrieve quality feedback from them. Automated copy testing can also store data in easy-to-read formats like graphs. An example is a market research software tool such as Qualtrics. Copy testing is preferable to A/B testing because it can increase ROI over long periods of time. A/B testing may be cheaper upfront but copy testing has been shown to increase ROI over longer periods of time. When you begin copy testing it is critical to find the factors that make a campaign successful and the factors that make a campaign unsuccessful. First, test how creative the ad is. Secondly, test who your target audience is and how they respond to your ads. Targeting your audience can help you find the people who are brand buyers. Knowing which people are already loyal can reduce the amount of resources you have to invest for creativity. Third, you need to know who your target demographic is. Getting data from people outside of your target demographic is wasteful and costly. The context and platform that people see ads on is also a significant factor in if they will be converted. For example, studies have shown that people are more likely to be converted when viewing the ad on a laptop or desktop device. Understanding the platform and context in which people will see ads is critical data. There are three primary factors in getting the most out of copy testing. First, target the testing group as if you were targeting the same people you would for an ad. This makes sure that you are getting relevant feedback from the people who you will target in ad campaigns, and not feedback from people who are irrelevant to your campaign. Secondly, ask the proper questions that allow you to get relevant feedback. Third, turn the data into an action plan. The data is more useful when it can lead to a productive course of action.
- Due to advertisers seeing copy testing as an “outdated method,” in the last 15 years it has fallen from trends.
- Automated copy testing is still a type of copy testing, but its a newer model that uses software to target potential clients.
- Everyone wants to maximize the return they receive, and copy testing will help you to pay more at the time and have a larger return.
“Copy testing can be a crucial component of an ad campaign’s success, as it enables advertisers to anticipate whether an ad will be compelling before they pay to promote it online.”