一次只比较一个明显差异
How can we compare these headlines in a small, useful ad test?
团队想比较“会议茶饮，方便分享”和“十袋独立包装茶包”两个标题；图片和样品申请页面相同，预算和时段也相同。
1 · 先听见真实对话
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 · 理解表达在这里做了什么
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 · 跟读后，换成自己的信息
We should change only the headline.
应只改标题。
This makes the results easier to compare.
这样结果更容易比较。
The ad test should use similar audiences, timing and budgets.
广告测试应尽量使用相近受众、时段和预算。
We should record views, clicks and sample requests.
应记录展示、点击和样品申请。
保留沟通意图，换掉人物、文件或时间。简单而准确的句子同样有效。
4 · 接住对方的话
What should be different between the adverts?
应只改标题。
查看一种可行回答
We should change only the headline.
Why should the other details stay similar?
这样结果更容易比较。
查看一种可行回答
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。
查看一种可行回答
The ad test should use similar audiences, timing and budgets.
5 · 换一个情境，再试一次
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 · 明天不看答案，再想一次
What should be different between the adverts?