Agree an action
How can we compare these headlines in a small, useful ad test?
How can we compare these headlines in a small, useful ad test?
1 · Notice the conversation
Colleague: What should be different between the adverts?
You: We should change only the headline.
Colleague: Why should the other details stay similar?
You: This makes the results easier to compare.
Colleague: What conditions should the ad test keep similar?
You: The ad test should use similar audiences, timing and budgets.
2 · Understand what each phrase does
advertising claim
a result an advert says the product can deliver
That is an advertising claim we can check against the pack.
claim 要有依据；本课不教授通用合规规则，只练习准确陈述。ad test
a small comparison of two ad versions
We will run an ad test with two headlines.
测试应尽量控制受众、时段等差异；小样本结果不能当确定结论。click-through rate
the share of viewers who click
The click-through rate was ten percent in this example.
点击率不是购买率；还需看点击后行为和样本量。3 · Rehearse, then change the details
We should change only the headline.
This makes the results easier to compare.
The ad test should use similar audiences, timing and budgets.
We should record views, clicks and sample requests.
Keep the purpose; change the person, document or time. A simple, accurate sentence is enough.
4 · Respond to your colleague
What should be different between the adverts?
应只改标题。
See one possible reply
We should change only the headline.
Why should the other details stay similar?
这样结果更容易比较。
See one possible reply
This makes the results easier to compare.
What conditions should the ad test keep similar?
广告测试应尽量使用相近受众、时段和预算。
See one possible reply
The ad test should use similar audiences, timing and budgets.
5 · Try a different situation
What if the audiences are very different?
What if the audiences are very different?
Address the changed condition. Choose a practical next step and explain why it helps.
- My response addresses the changed condition.
- I explain one practical action and its likely effect.
- I make the next step clear.
6 · Recall without the model tomorrow
What should be different between the adverts?