Chapter 11. A/B Testing
Images are probably the most important part of your advertisements–they
represent 75% to 90% of the advertising performance. That's what that
means, you are changing an image on an Instagram promotion could result in
an important change in campaign results.
The A/B test is just what it sounds like – take two different images or ad
types, mark one A and the other B, and track to see what type of response
you get for each.
Some of the A/B tests you can use:
You Ad Audience on Instagram – target people in a variety of locations, age
groups, and interests
Different Ad Types – use Carousel and Video ads and test them in as well as
regular image ads
Various Ad colors – use the psychology of color to learn which colors attract
more users to your ad.
Stock photo vs illustration – some people gravitate to images that are
animated while other people have a preference for photos.
Text vs. No Text in Image – check to see how many customers opt for the
image with or without text embedded. The numbers may be surprising.
(Karlson, Karola, 2018)
Copywriting Instagram Ads
Short and Appealing Text for Ads
Most people’s attention span in this day and age is short and on social media
networks like Instagram, the attention is even shorter. When you write copy,
it needs to be short, direct, and to the point.
Instagram does give you the ability to write ads with long copy, but most
people want all the news in a nutshell. Keep the text to your ad limited to no
more than 200 characters and less if you can. (Karlson, Karola, 2018)
Actionable Ad Words
The part of the brain that makes decisions is said to be the most primitive and