Advertising is a key part of your branding strategy. Before launching a new ad campaign, wouldn't it be nice to know you're on the right track? Or even to know if you're on the wrong track before you launch and find the bleak results? Ad testing can help make sure your advertisement resonates with your target audience. This will lead to better conversion rates and help to cement your brand and boost the positive associations that come with it. While pre-testing ad concepts can help ensure your ad campaign starts off on the right foot, it's important to continue your research throughout the ad journey. This makes in-flight monitoring just as important as your campaign grows.
The goal of in-journey monitoring is to illustrate the performance arc across its lifecycle, helping you pinpoint where conversions occurred and how sentiment and purchase decisions evolve over time in response to your ad. To test an ad concept, you should work with a pre-selected segment of your audience that represents the target group for the campaign. One of the hardest parts of your initial ad testing research is knowing which questions to ask, when to ask them, and how to phrase them. We've put this template together for you to simplify.