Marketing campaigns and advertisements can cost a lot. Hence, it is critical for businesses to test the effectiveness of their ads even before they go live. Marketing research and tests allow the brand to make sure that they are investing in campaigns that resonate well with its target audience.
What is copy testing?
Copy testing is an approach used as part of marketing research to test how effective an advertisement is based on the response of a specific audience before the ad goes on air. Performing such tests allows companies to determine if the message delivered by their advertisement is strong enough to encourage their target audience to complete the desired action.
Back when television and radio are the primary means to advertise, brands usually reach out to marketing and advertising firms to perform copy-testing. This way, they will know which advertisement will work well with their target audience. They can also make the necessary changes to the ads to get a stronger reaction when the materials go live.
Copy testing vs. A/B testing
Whilst copy testing and A/B testing are meant to test which advertisement resonates well with a particular demographic, there is a key difference between the two that can affect the way the brand’s marketing resources are used.
A/B testing is the simplest way to determine which headlines, copies, and other elements would get your target audience to convert. In performing A/B testing, marketers/advertisers compare two versions of marketing materials by changing one element of the ad such as copy, landing page, or call-to-action. The test starts when the ads are live.
On the other hand, copy testing is performed by showing ads to different demographics to see how they would react. Since the tests are done before the advertisements go live, advertisers/marketers can edit or change certain parts in order to get a stronger reaction from the audience once the materials are aired.
Is it necessary to do copy testing?
Copy testing has always been used to measure how effective advertisements are before they are seen by the public. However, there are instances when members of the focus groups who are invited to do the test would only provide positive feedback to avoid offending the advertiser or business who employed them. Hence, failing to serve the main purpose of the test which is to determine the advertisement’s effectiveness and change elements of the ads that don’t resonate well with the audience.
Doing copy testing can also be expensive since businesses need to pay the participants of the focus groups, as well as spend more resources in making the necessary changes. For this reason, some businesses often opt not to do it and just make the changes after the ads are published.
However, it is still necessary for brands to perform copy testing for their advertisements. Unlike before, there are new ways of copy testing that advertisers and marketers can try to see the effectiveness of their ads and improve them as needed in order to get a stronger reaction from audiences and get better results from their campaigns.