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Two roads diverged in a yellow wood, and sorry I could not travel both. While this is true when walking in nature, marketers can choose two proverbial paths to see which leads to a better outcome. We’re talking about copy tests, a form of market research that helps you see what type of messaging resonates best with your customers.
No more wasting money on unproductive ad copy; copy testing enables you to gather insights about your audience before putting tons of eggs into unnecessary baskets. Want to learn how to accomplish this? Continue reading to learn more about Google Ads copy testing, including its benefits and top tips for success.
Copy Testing: What’s the Big Deal?
The average American is exposed to between 4,000 and 10,000 ads every day, according to Forbes. Let that sink in.
With this knowledge, it’s safe to say that simply paying for ads isn’t enough to get people’s attention. You need to nail your content, making it as relevant to your target demographic as possible. How? By seeing which Google Ads they respond to the most. Copy testing involves a series of tests that look at viewers’ responses before an ad launches officially, measuring which version of the content is more intriguing to people.
When you follow this approach, you can enjoy the following benefits:
Optimized Campaign Performance
By testing different versions of copy, you can determine which resonates most with your target audience. This improves engagement and conversion rates, ensuring the campaign delivers results. Whether it’s a headline, call to action or product description, finding the right words can make a huge difference in how your audience engages with your content. And the importance of personalization can’t be overstated. McKinsey and Company found that companies that grow faster drive 40% more of their revenue from personalization than their slower-growing counterparts. Additionally, 71% of consumers expect companies to deliver personalized interactions.
Improved Audience Targeting
The more you know about your customers, the better you can speak to them. Testing enables you to understand how different audience segments respond to specific messages, allowing you to tailor content more effectively and ensuring it aligns with customer preferences. It also gives you insights into what your audience cares about most. Do they respond to humor? Are they looking for detailed information? Understanding their preferences helps you fine-tune your overall messaging.
Increased ROI
Instead of guessing which works, ad copy testing gives you data-driven insights. By refining copy based on testing feedback, you can create more compelling content that drives action, resulting in a better return on investment. This prevents wasted time and money on ineffective campaigns, ultimately delivering higher returns. Think of it as finding the quickest route before hitting the road, helping you enhance every penny spent.
Saved Resources
Since copy testing optimizes Google Ads success, it can help you save your digital marketing budget and maximize spending. By running multiple ads at once that share the same message, you can consider ad performance when deciding where to put your resources. For example, let’s say you conduct a campaign experiment that reveals a specific audience segment isn’t interested in one of your products. This enables you to redirect your marketing efforts to people who are more likely to make a purchase.
How To Conduct Ad Copy Tests
Copy testing is critical for a successful Google Ads campaign. Here’s how you can conduct an ad copy test for yourself:
Step 1: Identify Your Goals
Start by defining clear objectives for your ad copy test. Whether it’s increasing click-through rates, improving conversions or boosting brand awareness, having specific goals will guide your ad testing process and ensure you’re focused on the right metrics. Without a target, you’re essentially aiming at nothing with no way of knowing which copy version does the best.
Step 2: Create Ad Variations
Here’s where you get creative! Develop different versions of your ad copy, making subtle changes to elements like headlines, body text, call-to-actions (CTAs) or tone. Even small changes can have a big impact. For example, altering the tone from casual to professional could make your audience respond differently to the Google Ad. Playing around with different varieties of messaging gives you the chance to uncover what clicks for people.
Step 3: Set Up an A/B Test
A/B testing is a way to compare two versions of something to figure out which performs better. You can use an A/B testing tool or platform to run your ad variations simultaneously, presenting each group with a different version. Just be sure to divide your audience randomly so the test is unbiased. Think of it as giving each version an equal shot to shine! Pay attention to how each version performs in real time so you can see which one your audience is best responding to.
Step 4: Analyze Results
After your test runs for an ample amount of time, determine which ad variation performed best and why. Look at engagement metrics like click-through rates, conversion rates or engagement time to decide the winning copy. Did a particular headline grab more attention? Or did one CTA lead to more sign-ups? Understanding why one version outshined the others will give you deeper insights into what your audience values most.
Step 5: Optimize Content
Use your results to refine your ad copy. Take the winning elements — whether it’s a catchy headline, specific tone or bold Google Ads Callout Extension — and apply them to future campaigns. Remember, the goal of copy testing isn’t just to find what works, but to continuously improve your messaging for long-term success. As your audience preferences change — and they will — you’ll be ready to make subtle shifts to meet their needs.
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Examples of Copy Tests To Try Out
While there are countless ways to run copy tests, we wanted to provide you with a few common experiment types to get you started:
Pricing
When it comes to PPC ads, having the price in the copy can work wonders. However, it can also have the opposite effect. Sometimes, being upfront about your pricing can show off how inexpensive your services are compared to competitors. On the other hand, including numbers can also pull people out of the moment and make an offer seem stressful or unappealing.
Try out a version of your Google Ads that includes pricing and one that doesn’t, and see which one appeals to your target audience.
Punctuation
Using a period versus an exclamation point can completely change how your audience reads an ad. One of the easiest ways to determine which is the right option is by simply running one ad with each. It may seem like a small tweak, but it can make a huge difference.
Wordstream found that the following punctuations were most common in non-brand paid ads:
- Exclamation: 42%.
- Commas: 25%.
- Question Mark: 11%.
- Percentile: 9%.
- Dollar Sign: 8%.
Experiment with different punctuation marks and stick with the most successful ones.
Tone and Language
Obviously, your ads should always be consistent with your brand’s tone and style. However, it can be a fun exercise to see what variation of your voice resonates with the most people. Do you generally boast a personable tone? Create two versions of your ad: one with overly friendly, bubbly language and one that’s more subdued. Also, try different variations of your headlines to determine the most effective way to grab people’s focus.
Top Tips for Success
It takes time and practice to get this process down, but with time, you’ll have the best version of your content ready for your audience. Here are a few more tips to help you avoid common pitfalls:
- Test one variable at a time, such as headlines, descriptions or calls to action.
- Use responsive search ads (RSAs) to automatically test different headline and description combinations.
- Break down your target audience into smaller segments based on demographics, behavior or device type.
- Run your test long enough and ensure you get enough impressions or clicks for statistically significant results. According to Google, your test should run until it meets one of two conditions: At least one variant has a 95% profitability to beat baseline, or two weeks have passed, to account for normal variations in web traffic during the week.
To end, we’ll provide you with two conclusion options. Let us know which one resonates:
- With a bit of creativity and some clever tweaks, you can take your ads from “meh” to magical. Think of it as an ongoing Google Ads experiment where every A/B test teaches you something new about your audience’s preferences. So, dive in, test out those witty taglines and don’t be afraid to shake things up!
- By implementing ad copy testing and systematically analyzing performance metrics like click-through and conversion rates, businesses can optimize their ad performance. Ready to boost your ad performance? Continuous testing provides valuable insights into customer behavior, helping to drive better marketing decisions over time.
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