BlogBlog Details page
Research Resources
research resources icon

How to Choose the Right Ad Testing Platform

Savannah Trotter • 8 Jul 2024

Ad testing platforms have become indispensable for marketers and advertisers aiming to maximize their ROI. With the right platform, you can uncover critical insights about your audience's preferences, allowing you to craft ads that are both attention-grabbing and highly persuasive. 

Today, we'll explore ad testing- why it's essential, how to use it, and what to look for when choosing the right ad testing platform.


What is Ad Testing?

Ad testing is the process of evaluating the effectiveness of an advertisement before it goes live. This involves testing various ad elements, such as copy, graphics, layout, and overall message, to determine which versions perform best with your target audience. Ad testing helps marketers understand how different components of an ad influence audience perception and behavior, enabling them to make data-driven decisions to optimize their campaigns.


Ad testing can take many forms, including:

bullet point green checkmarkA/B Testing

This involves comparing two versions of an ad to see which one performs better. It is ideal for testing individual elements such as headlines or images.

bullet point green checkmark

Multivariate Testing

This method tests multiple elements simultaneously to understand how they interact. It is more complex but can provide deeper insights.

bullet point green checkmark

Concept Testing

Concept testing allows you to evaluate the overall idea or theme before finalizing an ad to ensure it resonates with your audience.



Why Do Brands Conduct Ad Testing?

Ad testing is a critical component of a successful marketing strategy. Here are some key reasons why brands conduct ad testing:


Screen Ad Ideas Quickly

Ad testing allows brands to screen multiple ad concepts and ideas quickly. By testing different versions of an ad, marketers can identify which ideas resonate most with their audience and which ones fall flat. This process helps narrow down the best concepts, saving time and resources.

In a competitive market, time is of the essence. Rapidly screening ad ideas ensures that only the most promising concepts move forward, accelerating the creative process and enabling marketers to launch effective campaigns faster. This agility can be a significant competitive advantage, allowing brands to stay ahead of trends and respond quickly to market changes.


Test and Perfect Ad Elements

Every element of an ad, from the copy and graphics to the overall formatting, plays a role in its effectiveness. Ad testing enables brands to test and refine these components for optimal performance. By identifying which elements work best, marketers can create more engaging and persuasive ads.

Testing and perfecting ad elements is an iterative process. It allows marketers to improve their ads based on real-time feedback continuously. For instance, if a particular headline outperforms others, it can be integrated into future campaigns. Similarly, understanding the impact of different images or calls to action can lead to more visually appealing and compelling ads.


Optimize Campaigns for Your Goals

Whether the goal is to increase brand awareness, drive website traffic, or boost sales, ad testing provides valuable insights that help optimize campaigns for specific objectives. By understanding what works and what doesn't, brands can adjust their strategies to achieve their desired outcomes more effectively.

Ad testing helps in aligning ad strategies with business goals. For example, if the objective is to generate leads, ad testing can identify the elements that drive the highest conversion rates. Similarly, for brand awareness campaigns, testing can reveal which messages and visuals resonate most with the target audience, ensuring the brand is perceived positively and remembered.


Checklist for Choosing the Right Ad Testing Platform

Selecting the right ad testing platform is crucial for obtaining accurate and actionable insights. Here's a checklist to help you make the right choice:


bullet point green checkmark

Robust Experiment Options for Uncovering New Insights

A good ad testing platform should offer various experiment options to explore different hypotheses and uncover new insights. Look for platforms that provide A/B testing, multivariate testing, and other advanced testing methods, such as maxdiff for attribution prioritization, conjoint for optimal packaging, and pricing methodologies for optimizing the pricing of your offering. This flexibility allows you to test various elements and combinations to find the most effective ad components.

Experiment options should also include the ability to test different ad formats, such as video, display, social media, and search ads. This versatility ensures that you can optimize your ads across various channels and touchpoints, leading to a more cohesive and effective marketing strategy.

The GIF shows the menu from SightX's ad testing platform showing all of the question types and experiment methodologies you can use.


bullet point green checkmark

Audience Targeting for Relevant Data

Accurate audience targeting is essential for relevant and reliable ad testing results. The platform should allow you to define and target specific audience segments based on demographics, behavior, interests, and other criteria. This ensures that your tests reflect the preferences and behaviors of your actual target audience.

Advanced targeting options can include geographic, psychographic, and behavioral data, allowing for highly precise targeting. The ability to create custom audience segments based on past interactions with your brand or lookalike audiences can further enhance the relevance and effectiveness of your ad tests.


Frame 300 (1)-1


bullet point green checkmark

AI Analysis, Summary, and Reporting Features for Faster Insights

Time is of the essence in digital marketing. Choose a platform that leverages AI for data summarization, providing quick and accurate insights. AI-powered platforms can help summarize data, identify trends, and generate reports faster than manual methods. This enables you to make timely decisions and optimize your campaigns more efficiently.

AI can also provide predictive insights, suggesting potential outcomes based on historical data. This can help marketers anticipate how changes to ad elements might impact performance, allowing for proactive adjustments and more strategic decision-making.


A GIF from SightX's Ad Testing platform showing ad testing data summarized by AI.


bullet point green checkmark

Support and Ad Testing Services for a DIT (Do It Together) Approach

While some businesses may have in-house expertise, others might benefit from additional support. Look for platforms that offer comprehensive support and ad testing services. A DIT (Do It Together) approach can be particularly helpful, as it combines your team's knowledge with expert guidance from the platform provider, ensuring you get the most out of your ad testing efforts.

Support services can include onboarding assistance, training, and ongoing consultation. Access to a dedicated account manager or customer success team can ensure that you leverage the platform's full capabilities and achieve the best possible results from your ad tests.



How to Conduct Ad Testing with SightX

SightX is a powerful ad testing platform that provides all the tools you need to test and optimize your ads. Here's a step-by-step guide on how to conduct ad testing using SightX:


Set Goals and Objectives

Begin by clearly defining your goals and objectives. What do you hope to achieve with your ad? Whether it's increasing brand awareness, driving traffic, or boosting conversions, having a clear goal will guide your testing process and help you measure success.

Setting specific, measurable, achievable, relevant, and time-bound (SMART) goals ensures that your ad testing efforts are focused and effective. For example, instead of aiming to "increase brand awareness," a SMART goal would be to "increase brand awareness by 20% among the target audience within three months."


Choose Concepts to Test

Decide which elements of your ad you want to test. This could include headlines, images, call-to-action buttons, colors, or layouts. By isolating specific components, you can determine which versions perform best and make informed decisions about what to include in your final ad.

Consider creating a hypothesis for each element you test. For example, if you believe a particular image will drive higher engagement, test it against other images to validate your hypothesis. This structured approach helps you improve your ad elements systematically.


Select an Ad Testing Method

Based on your objectives, choose the appropriate testing method. SightX offers various methods, including A/B testing, multivariate testing, and more. Each method has its strengths, so select the one that best suits your needs.

A/B testing is ideal for comparing two distinct versions of an ad, while multivariate testing helps you understand the impact of multiple elements simultaneously. Concept testing can be used early in the creative process to gauge the overall appeal of different ad ideas.


Set Your Target Audience & Collect Data

Define your target audience using SightX's robust targeting options. Once your audience is set, launch your test and start collecting data. Ensure your sample size is sufficient to provide statistically significant results.

Consider segmenting your audience based on different criteria, such as age, gender, location, or behavior. This allows you to gather more granular insights and tailor your ads to specific segments for maximum effectiveness.


Analyze, Summarize, and Report on Data Instantly with automated analytics and AI-powered summarization

SightX offers automated analytics using the most rigorous statistical analysis. Using AI, the platform will summarize the findings, highlight key insights, and generate comprehensive reports. This allows you to understand which ad variations perform best and why.

AI-powered platforms can also identify patterns and trends that might not be immediately apparent to the researcher. These insights can inform not only your current ad campaigns but also future marketing strategies, ensuring continuous improvement.


Apply Your Findings

Finally, apply the insights gained from your ad testing to optimize your campaigns. Implement the best-performing elements in your final ad and monitor its performance. Continuously test and refine your ads to maintain their effectiveness over time.

Regularly reviewing and updating your ad elements based on testing results ensures that your campaigns stay relevant and effective. This iterative approach helps you adapt to changing market conditions and consumer preferences.


SightX Ad Testing Tools

By infusing the power of generative AI with advanced ad testing tools, SightX makes marketing and advertising research a breeze. 

Green checkmark bullet pointCreate a fully customized survey, study, or experiment with a prompt.
Green checkmark bullet pointCollect data from your target audience.
Green checkmark bullet pointReceive fully analyzed and summarized results in seconds, revealing key insights and personalized recommendations.

Let us show you how simple it can be to collect powerful ad insights. 


Call to action


Savannah Trotter

Savannah Trotter

Savannah is the Marketing Manager at SightX. She is our in-house expert for all things marketing and advertising.

Ready to meet the future of market research?

Reach out to get started

Request Demo

Ready to meet the next generation of market research technology?

The Future of Market Research