Try copy options to improve the performance of your campaigns
Copy is one of the most important elements when looking for a user to perform an action. However, knowing which copy works and which does not, is one of the questions that may arise when designing your campaigns.
To answer this question, we will review some elements that will help you test your campaigns and get better conversions.
How to do copy tests
Testing copy will help you determine why some ads convert better than others of the same type, based on performance metrics. This will allow you to determine why your ads are performing well and if they could be even better.
- Start with a hypothesis
Take the information you can get from your Analytics account and the internal information of your company's customers and try to figure out what your consumers want. With this information you will be able to create the phrases that you will use as a hook in your copies.
- Create multiple versions of the same ad
Write about 5 versions or more of the copy for your ad and remember to keep the rest of the variables static. You must use each of these texts in an advertising piece that is exactly the same in all cases, so that the copy is the variable that is evaluated.
- Start your tests
Test all of your pieces within your ad sets and run them simultaneously. This test focuses exclusively on the copy and not on other variables such as the type of device, the color, the size of the image, etc.
- Continue testing
A common mistake is not keeping the tests for a sufficiently representative period of time. It is likely that you will see some results at first which do not last over time. For this reason, it is advisable to previously establish the duration of the test and wait until its conclusion. Determining the test time will depend on many factors, including budget, but keep in mind that the more time that passes, the more accurate the results will be.
- Analyze the results
Check your Analytics account and evaluate the CRT (Click-through rate), performance rate and other metrics that catch your attention.
- Implement the changes and start testing again
Take the information you collected from your audience and implement those changes that you consider relevant as far as copy is concerned. From this point you can repeat this process for each of the variables of your ads until you find the best combination.
Best practices for proofing copy
- Make only one change at a time
The process of making small changes at a time is a great way to determine what is working and what is not.
Let's say you have an ad with an image of a running woman, six lines of copy about a fitness app, and an orange button that says Learn more.
In this example you can change the image, the copy, the button color and the call to action. The neat way to test here would be to test each of the variables separately, to see which one performs better compared to other options. If, on the other hand, you change 2 or more options at the same time and obtain an improvement, you will not know to which of the 4 variables to attribute the increase.
- Use words that attract attention
The power that certain words have to call a user to action can improve the performance of your ads. Some examples are:
- Easy
- Cash
- Free
- Guaranteed
- Love
- Now
- Tried
- Results
- New
- Simple
- Save
- Your
Here is a phrase without using some of these terms.
"10 ways to improve your conversions”.
Now I present the same example, but with the use of these words.
"10 simple ways to radically improve your conversions”.
These words, in addition to attracting the attention of your audience, also give more context to your sentences. That is why it is important that when conducting your tests, you evaluate which of these words work best.
In order to make a correct evaluation, you must determine about 10 or 15 words that make sense to your audience and that could work when making a copy.
- Find out how your audience prefers to see the numbers
Surely you remember those infomercials on television that always present their prices with decimals and in 3 comfortable installments.
As absurd as it may sound, there is a lot of meaning in the presentation of the numbers. In addition, it has been proven many times that the audience is more comfortable with three comfortable payments of 19.95 than with a single payment of $60.
Similarly, if your offer presents a saving of 50% for the user, which is equivalent to $1000, you should know in which of the two formats your audience prefers to see said offer.
- Deciding whether or not to display the price
Some marketers claim that it takes 6 interactions with a user to generate a conversion. The question is, in which of these instances do you want to communicate the price to your audience.
I recommend that you split your tests to see what results your ads show, whether you communicate the price at an early stage or at a later stage.
- Perfect your Call to Action
The CTA (Call to Action) or Call to Action, is that button that generates the conversion and is the last action that the user must perform in your ad before going to your website.
That's why I recommend you try all the aspects of this Call to Action button (color, shape, border size, etc). However, for copy purposes I present you some phrases that can help you:
- Learn more
- Join
- Apply to enter
- Register
- Buy now
- Sign up for free
- to subscribe
- Join for a free month
- Start here
- To find out
- Save now
The CTA button needs to be appropriate for your business offer.
In conclusion, for your ad copy to achieve the best results, it is not enough to make a mere estimate of what appears to be good. On the contrary, performing performance tests on your parts will allow you to determine with greater confidence if your efforts are adequate.
Keep in mind the tips that I mentioned above and think that if initially testing can be expensive, in the future you will get much more efficient campaigns. Also, once you know what stimuli your audience reacts to best, you will most likely be able to make a smaller investment to obtain the same results.
