A well-known phrase among marketing professionals is that A/B testing jokingly stands for “Always Be Testing.” It’s a reminder that successful advertising is not a set-it-and-forget-it process, but rather an ongoing journey of refinement and improvement through ad copy tests.
If there were a perfect formula for ad success, the world would be full of identical marketing strategies. However, the reality is far more nuanced. A/B testing is your tool to navigate this complexity, offering a structured approach to finding the right combination of elements to achieve the best results.
Yet, while A/B testing is invaluable, it’s essential to approach it with consistency, control, and patience. Your testing outcomes are only as good as your process. Testing too little or for too short a period can lead to misguided conclusions, while tweaking too many elements at once can make it hard to determine which change truly made the difference.
In this blog, we’ll explore eight essential tips for A/B testing your ad copy, expanding on this foundational knowledge to help you craft more effective campaigns.
Understanding A/B Testing
A/B testing, also known as split testing, is a powerful method for comparing two or more versions of a piece of content to determine which one performs better. In the realm of Google Ads, A/B testing is your go-to strategy for optimizing ad copy, headlines, calls to action, and images. By systematically testing different versions, you can identify what drives more conversions and makes the most of your ad spend.
What is A/B Testing?
At its core, A/B testing is about creating multiple versions of an ad, each with a slight variation, and then randomly showing each version to a portion of your target audience. The performance of each version is meticulously measured and compared to determine which one yields the best results. This method can be applied to various elements of your ad campaigns, including ad copy, headlines, calls to action, images, landing pages, and even different ad groups.
For instance, you might create two versions of an ad with different headlines and see which one garners a higher click-through rate. Or, you could test different calls to action to find out which one leads to more conversions. The key is to test one element at a time to ensure that the results are accurate and reliable.
Preparing for A/B Testing
Before diving into A/B testing, it’s essential to lay the groundwork by setting up the test and creating effective test variations. Proper preparation ensures that your tests are well-structured and yield meaningful insights.
Setting Up an A/B Test
Setting up an A/B test involves several crucial steps. First, you need to define your test goals and the metrics you’ll use to measure success. Are you aiming to increase click-through rates, boost conversions, or reduce your cost per acquisition? Clear goals will guide your testing strategy.
Next, choose a testing platform. Google Ads offers a built-in A/B testing feature, which makes it easy to create and run A/B tests. This tool allows you to create multiple versions of your ad copy or landing page and test them against each other.
You’ll also need to determine the sample size and test duration. A larger sample size and longer test duration can provide more reliable data, but it’s essential to balance this with the need for timely insights.
Creating Effective Test Variations
Creating effective test variations is a critical part of A/B testing. Start by identifying the elements you want to test, such as headlines, ad copy, or calls to action. Then, create multiple versions of each element to test against the original.
Here are some best practices to keep in mind:
- Test only one element at a time: This ensures that you can accurately attribute any performance changes to the specific element being tested.
- Create multiple versions: Having several variations increases the likelihood of finding a winning combination.
- Use clear and concise naming conventions: This helps keep your tests organized and makes it easier to track results.
- Ensure significant differences: Variations should be distinct enough to produce meaningful insights.
- Maintain a consistent design and layout: This helps isolate the impact of the element being tested.
By following these best practices, you can create effective test variations that provide valuable insights into which version of your ad copy or landing page performs better.
Tip 1: Small Changes Change the World
One of the most important lessons in A/B testing is that small changes can lead to significant improvements. When you’re just starting your testing journey, it can be tempting to overhaul everything at once—headlines, copy, calls to action (CTAs), images, and more. However, this approach can create chaos, making it hard to pinpoint the specific elements responsible for performance shifts.
By focusing on small, incremental changes, you not only make it easier to identify what works, but you also minimize risk. For example, swapping out a headline, adjusting your CTA wording, or changing the tone of a sentence can reveal powerful insights without overhauling your entire ad campaign.
Starting small with existing campaigns and making bold changes with newer ones holds true here. When you’re testing an ad that’s already performing decently, small refinements can enhance performance without disrupting what’s already working. On the other hand, if you’re launching a brand-new campaign, bold changes may help you find an entirely new angle to attract attention.
Pro Tip:
Track each individual change. Keep a log or spreadsheet to document the adjustments you make and their corresponding results. This will help you track which variables drive improvements. Additionally, tracking results from split tests is crucial for determining which elements lead to better performance and making informed adjustments based on the outcomes.
Tip 2: Emotion Can Be Your Best Friend
In today’s crowded advertising landscape, emotional resonance is often the key to breaking through the noise. When consumers are bombarded with dry, technical, or purely informational ad copy, they tend to tune it out. What moves them to take action is emotion.
Advertising is inherently about motivation—whether you’re motivating someone to buy a product, attend an event, or subscribe to a service. To inspire action, your ad copy needs to tap into the audience’s emotions, whether that be excitement, empathy, nostalgia, or curiosity.
Emotionally driven ad copy often works best when it tells a story or paints a vivid picture. For instance, rather than saying, “Our shoes are waterproof,” you could try, “Stay dry and comfortable through every storm with our waterproof shoes.” The second version invokes a sensory image, helping the reader visualize a direct benefit in their own life.
Pro Tip:
- Try testing different emotional appeals in your ad copy. For example, test one version that plays to a sense of urgency (“Limited time only!”) and another that focuses on security (“Keep your family safe with our trusted products”).
Tip 3: Don’t Oversell Your Ad Copy
One of the most common mistakes in ad copy is leaning too hard into the sales pitch. While it’s natural to want to highlight your product’s best features and benefits, too much can backfire. Modern consumers are incredibly savvy and can easily spot—and dismiss—ads that feel too pushy or “salesy.”
Your ad copy should strike a balance between informing the consumer and inviting them to take action. Instead of focusing solely on hard-selling your product, aim to educate, entertain, or inspire your audience. Ads that are subtle in their approach can often perform better because they build trust rather than simply pushing for a transaction.
A successful A/B test for ad copy might involve comparing two different tones: one that directly asks for a sale and one that takes a more conversational, informative approach. You may find that audiences respond better to ads that feel like a helpful suggestion rather than an outright pitch. Testing different ad variations can help you find the right balance between selling and informing.
Pro Tip:
- A/B test the strength of your call to action. One version could say “Buy Now” (a direct approach), while another could say “Learn More” (a softer call to action).
Tip 4: Be Friendly
Another trend gaining traction in the world of ad copy is the shift toward a more conversational, approachable tone. Consumers want to feel like they’re being spoken to as individuals, not marketed to as part of a generic mass. This is where adopting a friendly, personable voice can make a significant difference.
By incorporating salutations or even playful language, you can create a connection with your audience. For instance, rather than starting your ad with a dry statement, you might open with something like, “Hey there, need a quick solution?” or “Dear friends, we’ve got something special for you.” This simple shift in tone can make your ad feel less like a commercial and more like a personal recommendation. Organizing different tones within the same ad group for testing can help you determine which approach resonates best with your audience.
However, be mindful of your brand’s overall voice and audience preferences. A friendly tone may work wonders for some brands, while others may require a more professional or authoritative approach.
Pro Tip:
- Test variations of your opening lines. One ad might start with “Attention all shoppers!” while another might say “Need a deal? We’ve got you covered!” Track which one resonates more with your audience.
Tip 5: The Feature and the Benefit
When crafting your ad copy, one powerful technique is the feature-benefit approach. This involves starting by introducing a key feature of your product or service, then immediately highlighting how that feature benefits the consumer.
For example, instead of saying, “Our coffee machine has a programmable timer,” you could say, “Wake up to freshly brewed coffee every morning with our programmable timer.” The first statement is informative, but the second speaks directly to how the feature improves the customer’s life.
This approach can be particularly effective when your audience is unfamiliar with your product or when the benefits of a specific feature might not be immediately obvious. Additionally, testing different features and benefits in responsive search ads can help optimize ad performance and improve conversion rates.
Pro Tip:
- A/B test different feature-benefit pairings in your ad copy. For example, test one version that emphasizes convenience and another that emphasizes cost savings to see which resonates more with your target audience.
Tip 6: Mind Your Timing
One factor that often gets overlooked in A/B testing is timing. Not all ads perform the same at different times of the day, week, or even year. For example, an ad that works great on a Monday morning might flop on a Saturday afternoon. Similarly, seasonal events like holidays or industry-specific dates can have a significant impact on ad performance.
When running your A/B tests, it’s important to consider how timing may affect your results. Testing your ad copy during different periods can help you understand not only what works but when it works best. Additionally, testing display campaigns at different times can provide insights into performance variations.
Pro Tip:
- Segment your testing periods. Run one version of your ad during peak business hours and another during off-peak times. Measure which ad performs better depending on the time of day.
Tip 7: Consider the Visuals
While A/B testing primarily focuses on text-based elements like copy and CTAs, the visuals accompanying your ad play a crucial role as well. Sometimes, subtle changes to the image, color scheme, or even the placement of text over an image can make a world of difference.
For example, if you’re running an ad that promotes a sale, you might test one version with a photo of the product and another with a lifestyle image showing the product in use. Similarly, the color of your CTA button can influence click-through rates—testing different colors can yield surprising insights. Additionally, testing different visual elements in search ads can significantly enhance performance and conversion rates.
Pro Tip:
- Try pairing different ad copy with different visuals to see which combinations drive the most engagement. For example, test one version that features an image of a product in action alongside copy that emphasizes ease of use, and another that shows the product alone with more detailed specifications in the text.
Tip 8: Set Clear Goals and Metrics for Ad Campaigns
Finally, before you even start A/B testing your ad copy, it’s critical to define your goals and the metrics you’ll use to measure success. Without clear goals, it’s impossible to know whether the changes you’re making are truly improving performance.
Are you looking to increase click-through rates? Boost conversions? Reduce your cost per acquisition? Each of these goals may require different approaches to your A/B testing. For example, if your goal is to increase conversions, you might focus more on the CTA and the persuasive elements of your copy. If your goal is to improve brand awareness, you might test more emotional or informative copy. Additionally, set clear goals for each ad variation tested to ensure you can effectively measure and compare their performance.
Pro Tip:
- Use data-driven metrics like click-through rates (CTR), conversion rates, and CPA to evaluate the success of your A/B tests. Ensure you give each test enough time to gather a statistically significant amount of data before making any decisions.
Refine Your Ad Campaigns with Elevato
A/B testing is not a one-time effort—it’s an ongoing process that helps you refine and improve your ad copy over time. By incorporating these eight tips into your testing strategy, you’ll be able to make data-backed decisions that lead to more successful advertising campaigns. Conducting regular ad copy tests is crucial for continuous improvement, allowing you to identify which powerful words elicit strong emotional responses from your audience.
Remember, small changes can lead to big results, emotional appeal can make your ad stand out, and a friendly, conversational tone can build stronger connections with your audience. Don’t forget to focus on the features and benefits, consider timing and visuals, and always set clear goals for each test.
If you’re ready to take your A/B testing to the next level, Elevato is here to help. Our team of digital marketing experts knows the ins and outs of effective A/B testing strategies. Contact us today to learn more about how we can optimize your ad copy for success.