Advertisers can test headlines, images, CTAs, audiences, and placements.
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Testing in advertising is the process of comparing different ad elements, audiences, and campaign settings to identify which combinations deliver the best results. Advertisers use testing to improve engagement, reduce advertising costs, increase conversions, and achieve better return on ad spend (ROAS).
Key elements to test in ads
1. Ad creatives: Test different images, videos, graphics, product photos, and visual styles to identify which attracts more attention.
2. Headlines: Compare different headlines to determine which communicates the offer or value proposition most effectively.
3. Ad copy: Test different descriptions, messaging styles, benefits, emotional appeals, and lengths.
4. Calls to Action (CTAs): Compare options such as Shop Now, Learn More, Sign Up, and Get a Quote.
5. Target audiences: Test relevant audience segments based on interests, demographics, location, behavior, or customer status.
6. Ad formats and placements: Compare image ads, video ads, carousels, Stories, Reels, and other eligible placements.
7. Offers and promotions: Test discounts, free shipping, bundles, introductory offers, and other incentives where appropriate.
8. Landing pages: Compare page layouts, product information, page speed, mobile usability, and checkout experiences.
9. Bidding strategies: Where appropriate, test manual or automated bidding approaches to evaluate their impact on costs and results.
10. Budget allocation: Test different budget distributions across campaigns, ad groups, or audiences while monitoring performance.
11. Ad frequency: Monitor how often users see an ad and whether repeated exposure leads to ad fatigue.
12. Timing and scheduling: Compare performance across days or times when scheduling controls are available and relevant.
Example of ad testing
A Shopify jewellery store wants to increase sales of engagement rings. It tests two Instagram ads with the same audience and budget.
Ad A: A product image with the headline “Discover Your Perfect Ring.”
Ad B: A short video showing the ring from different angles with the headline “Find a Ring for Your Forever.”
The store compares click-through rate (CTR), conversion rate, cost per purchase, and ROAS to determine which ad performs better.
Important metrics to monitor
Metric
What it measures
CTR
Percentage of impressions that result in clicks
CPC
Average cost per click
Conversion rate
Percentage of visitors or interactions that lead to a desired action, depending on the definition used
CPA
Average cost per acquisition or conversion
ROAS
Conversion value generated per unit of advertising spend
Engagement rate
Level of audience interaction with an ad
Best practices for ad testing
Test one major variable at a time when you want to understand what caused a performance difference.
Define a clear objective before launching the test.
Keep other important conditions consistent where possible.
Allow enough time and data for meaningful comparisons.
Avoid declaring a winner based on a small or temporary performance difference.
Evaluate business outcomes, not just clicks or likes.
In short: Test ad creatives, copy, headlines, CTAs, audiences, placements, offers, landing pages, and bidding strategies. Use reliable performance data to identify what works best for your campaign objective.