Ad testing
What you'll learn
1. Your target audience’s reactions to your ad, and whether they'll take the desired action
2. How customers perceive your competitors based on competitive images or visuals
3. Whether the tone and messages communicate what you intended and avoid misinterpretations
4. Whether your visuals drive an inherently negative or positive reaction from your customer and if your logo or brand assets are recognizable
We can all likely think of a time when an organization’s advertising fell short, whether it was as careless as a spelling mistake or as detrimental as trivializing a sensitive topic or unintentionally being discriminative. And thanks to the digital age, content has a way of living on, which means there’s minimal room for mistakes.
Whether your organization has been around for a while or not, your advertisement is the entryway to your brand and can make or break a first impression with a potential customer—or further cultivate the relationship with a returning one. Whether your focus is your imagery, messaging, or competition, this template offers questions you didn’t think to ask and more.
Properly vetting your advertising in the early stages of development ensures your messaging is understood and well-received, and gets you that much closer to customers committing to your desired call to action. Your ad testing should be dependent on the development stage of your product. If your product is still an idea, consider honing in on the name or imagery. If your product has already been introduced on the market, focus on its messaging or signature elements.
This ad testing template is for you whether you need inspiration, a guideline that can be customized, or are starting from scratch.
Hear from our customers
Non-profit organization CaringBridge came to UserTesting for help with launching their first major ad campaign. Aiming to hit it on the mark with prospects the first time around, the personal health journal site leveraged unmoderated tests to evaluate reactions to their marketing video ads. Thanks to the help of UserTesting’s contributor network, the tests reaped both qualitative and quantitative results, from enhanced understanding of brand awareness to reduced turnaround time and higher ad impact metrics.
Additional resources
Now that you know how to use this template to fit your needs, dive into the resources below to learn how teams across your organization can rely on human insight to create successful, customer-centric products and experiences.
Forrester: UserTesting delivers a 665% ROI over three years
A recent Total Economic Impact™ (TEI) Study, conducted by Forrester on behalf of UserTesting, illustrates how organizations using the UserTesting Human Insight Platform can realize $2.03M in value and 665% in ROI over a three-year period.
