Automated ad copy testing

Ad copy testing means comparing different versions of an ad's headlines and descriptions to find out which gets better results. A tool with this feature does the comparison for you. It groups the ads in each ad group, checks whether the difference in clicks or conversions is large enough to trust, and tells you which text is winning and which should be paused. Adalysis is an example of a tool with this feature.

Ad text affects how many people click and how many of them buy. Testing by hand means exporting data, comparing numbers and guessing when there is enough evidence, which is easy to get wrong in accounts with many ads. An automated test saves time and stops you from judging too early on a handful of clicks. You need it when you run many ad groups or need a steady process for improving copy. A small account with a few ads and little traffic will not produce enough data for tests to mean much.

Some ad platforms already rotate and combine headlines automatically, so a separate test is only useful when you want to see and control the results.

• How does it decide a result is reliable, and can you see the numbers behind a verdict?
• Does it test on clicks, conversions or both, and can you choose the goal?
• Can it pause losing ads automatically, or does it only suggest it?
• Does it work with responsive search ads, where the platform mixes headlines itself?