When it comes to digital advertising there is one word that comes to mind: costly. Despite the global economy displaying symptoms of a slowdown, the risk of a global recession is not dampening the spirits of online advertisers. Ad spending has continued its upward climb and shows no signs of declining.
According to a report by Jasmine Enberg for eMarketer.com, entitled Global Digital Ad Spending 2019, Mrs. Enberg suggests:
“In 2019, worldwide digital ad spending will rise by 17.6% to $333.25 billion. That means that, for the first time, digital will account for roughly half of the global ad market.”
“In some countries, including the UK, China, Norway and Canada, digital has already become the dominant ad medium. This year, the US and the Netherlands will join that group, with digital accounting for 54.2% and 52.6% of total ad spend, respectively. In Russia, half of the total ad investments will go to digital.”
What does this tell you? This means that digital advertising has become such a popular medium when it comes to advertising campaigns that nearly every business is using it to promote their business offering.
So, to stay one step ahead of your competition, you must optimize your ad campaigns to increase relevance and Return on Investment (ROI). Split testing and ad rotation are some of the best ways of assessing what works best for your ad campaigns, by giving you the ability to filter out aspects that fail to deliver.
Copy testing is a technique that has gone under the radar but it is highly effective.
In this article, we’ll have a look at what copy testing is, why it is an effective technique for optimizing ad campaigns, and how you can use it to boost ROI from your online ads and increase sales.
Copy testing: what is it?
Copy testing is a technique used for market research that gauges the performance of an ad campaign depending on client feedback and behavior.
Copy testing can be an essential part of generating a successful and effective marketing campaign, as it gives advertisers an accurate insight into whether a particular ad will be enticing enough for your target audience before they commit their ad spend and budget on promoting it online. Regardless of its advantages, during the last decade copy testing has lost momentum with some advertisers considering it an old and obsolete method. They argue that copy testing takes too much time and is expensive.
However, as automated versions have made their way into the online marketing sphere, copy testing is making somewhat of a resurgence.
Automated copy testing differs from the traditional method of copy testing in that it uses software to automatically send different versions of your ads to potential customers who have volunteered to provide feedback. Crowdsourcing is a great way to reduce the time and cost of improving your ad campaign, especially with updated analytics software, automated copy testing dissects all the data automatically.
A/B Testing vs Copy Testing
Some online advertisers may be thinking that split testing works just fine and delivers great conclusions that help boost sales and conversions.
A/B testing is an effective way to increasing your Return on Investment but when it comes to A/B testing you use ad spend on the less-effective ad variation.
Yes, you may have to spend more of your budget on copy testing but you can turn that investment into profits later on.
However, A/B testing can be precarious. Sometimes the winning ad variation doesn’t fit in with the rest of your website and can make the sales funnel look like an abstract painting.
According to an article on vwo.com entitled CRO Industry Insights from Our In-App Survey Results by Smriti Chawla:
- “One in every seven A/B tests is a winning test”
- “Average conversion lift for statistically significant tests is 49 percent.”
- “40% of testers in VWO create a test within an hour. This includes time taken in researching the test idea to making it live!”
- “A typical A/B test runs for more than one week but not more than two months.”
You should focus on testing the creative elements of your ad campaigns as they usually have the most impact on visitors. Then you should focus on copy testing a percentage of your target audience. This is vital when it comes to the overall success of your marketing campaign because you want the copy test results to give an accurate reading of what your target audience is looking for. If you know what your target audience wants, then it makes it easier to market towards those needs.
Context and demographics – are necessities when it comes to copy testing
Context and demographics are the fundamentals of successful copy testing. Firstly, the market research group must consist of potential customers within the market you are aiming for. It wouldn’t make much sense to find out what old age pensioners think of your ad that targets teenagers now would it?
The platform that your ad campaign is displayed impacts the ad’s performance.
Your market research group must be exposed to the exact ad campaign that you will project to your target market. In other words, to gather an accurate and reliable reading from your copy testing you need to treat it like it’s the real thing.
Context and the platform you choose have a huge impact on the performance of your ad campaign.
According to statista.com the platform with the highest conversion rate of US consumers was desktop at 4.14 percent, followed by tablet devices at 3.36 percent and then mobile phones at 1.53 percent.
When it comes to online advertising context is key. It’s no coincidence that the average cost of an ad on Google costs more than an ad on Facebook. That’s because the conversion rate of consumers using a desktop is higher than those using mobile devices. Therefore, click-through rates and conversion rates depend on the context and the platform.
How can I get the best results from copy testing?
To ensure you squeeze all the results you can from copy testing you should put extra time and effort into:
- Your controlled target group should be the same as your actual target audience.
- Who, what, when, where, and why?
- Use the data as directives.
You need to make sure that your controlled target group is the same as your ad campaign’s target audience to get an accurate set of results that represent exactly how your ads are received.
Who, what, when, where, and why?
What do you want to discover from copy testing your ad campaign? When you adopt copy testing to optimize your ad campaign you should put yourself in your customer’s shoes:
- Is your advert memorable to potential customers?
- Does your ad encourage visitors to engage with your business offering?
- How well does your ad grab customers’ attention?
- How would you describe this ad in one or two words?
- Were there any aspects of the ad that were off-putting?
- What is the likelihood of you clicking and engaging with the ad?
Copy testing spills the beans…
Where copy testing and A/B testing part ways is the type of data they gather. A/B testing often tells you that version 1 is better than version 2 because it had higher click-through rates or higher conversions. On the other hand, copy testing provides feedback from your target market and potential customers. For example, copy testing could provide a testimony from a user that explains why he/she liked or disliked the ad. This is much more valuable when it comes to ad campaign optimization because you get reliable insights into how your ad would be received if you published it as it is. With real feedback and crowdsourcing, you can improve and tailor your ad campaigns to suit the needs, likes, and demands of your target audience.
Invest in copy testing
Now you know what it takes to make the most of your copy testing by picking out your target market, exposing your ad campaign to the right platform and appropriate context.
Copy testing can be costly and a waste of time if done improperly. Stick to the tips in this article and you’ll be sure to take your ad campaign to the next level.