How to Test Your Ad Copy During COVID-19
Connecting with your target audience should be the motto of your advertisements. By doing that you can influence them and get closer to them.
MetricTheory contributor Maylin Fuentes has shared a three-step formula to help you test your ad copies during the COVID-19 pandemic.
She says, “Here are some things to consider as you navigate ad copy testing in this ever-changing environment.
1. Analyze Your Trending Performance
If you are an advertiser that began shifting messaging at the onset of the pandemic, observe the performance of your COVID-related ads in comparison to 1) trending performance and 2) performance against your more traditional evergreen ads.
Suppose you have been testing messaging around staying at home and notice engagement metrics like click-through rates, or even conversion rates, trending downward. In this case, that may be a sign that your audience is not resonating with your messaging as much and that you should consider testing something else. You can also run a comparison of COVID-19-related ads to non-COVID-related ads across your campaigns”.
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