Ad Copy Test
The mark of a great product ad is one that not only includes an attractive image but also a string of text that piques the reader’s curiosity. Essentially, the written copy on an ad has the key role of influencing the way in which the audience understands and recalls the benefits of a product or service after having seen a visually appealing ad. Effective ad copy should therefore generate enough awareness and interest among target groups to learn more about the product and eventually purchase it.
As such, testing your ad copy before releasing them helps you determine whether your audience is receiving the intended message about your product or service and if it compels them to follow your call to action (CTA). Avoid detrimental misinterpretations from the get-go and launch engaging copy to make the most of your ad spend. The Ad Copy Test is used for:
- Finding the best copy for your ads.
- Comparing respondent attitudes to each ad copy.
- Benchmarking ad copy against good performers.
- Receiving feedback regarding what consumers liked or disliked about your ad copy.
Create an Ad Copy Test
Conjointly Market Research
Test your ad copy in a quick survey with 100 testers and get your results prepared by Conjointly in PDF format in two days.
Likes and dislikes about ad copy
What do people like and dislike about each ad copy?
Presenting respondents with open-ended questions enables them to freely express their likes and dislikes about the ad copy that previous questions may have missed.
These open-ended responses also provide the context and underlying reasons behind the respondents’ answers to previous questions, allowing you to draw stronger and more insightful conclusions.
Comparison of ad copy tested
How does each ad copy perform relative to the others?
Several KPIs will be measured for each ad copy, including:
- Clarity and trustworthiness.
- How relevant and likeable the ad copy is.
- Originality and authenticity.
- Whether respondents would forward or share the ad with others.
- Whether respondents would discuss the ad further.
- Which channel they would expect to see the ad.
Taken together, these KPIs show how well this ad copy performs relative to benchmarks.
Ad copy associations
What are the first things that come to mind upon seeing this ad copy?
Determine how well a potential ad copy will fit with your campaign by examining the associations that consumers make with the text. Discover how consumers really think and feel about your ad copy and the connections they make when seeing it, which ultimately will influence their perception of your ad.
| Quantitative Feedback | Qualitative Feedback |
|---|---|
| Relevance and likeability | Associations |
| Originality and authenticity | Likes |
| Clarity and trustworthiness | Dislikes |
| Intent to discuss further | |
| Expected media channel | |
| Emotions |
Multiple KPIs for ad copy evaluation
What attributes will the ad copy be evaluated for?
Gather valuable insights from respondent ratings of your ad copy against a variety of pre-defined KPIs for a comprehensive assessment. Complement quantitative results with in-depth qualitative feedback from your consumers to determine the impact your ad copy will have in the marketplace.
For a more tailored experiment, you may also opt to create a custom survey in which you can easily add your own specific set of KPIs on the platform.
Example Report: Ad Copy
This is a Market Test report containing the results of an Ad Copy Test conducted on potential ad copy.