Google Ads
Meta Ads
Slack
Shopify
Definition
An ad copy variant is one version of the written parts of an ad, such as the headline, the primary text, the description or the button label. Variants are written to test one difference at a time, so that a result can be traced to the change that caused it.
How to use it
A useful variant changes one thing on purpose, such as the first line, the promise, the proof or the call to action, and keeps the image or video and the audience the same. If three things change at once, a better result cannot be explained. Name each variant by the change it holds, so that a report says which idea won and not only which number went up.
Check every variant against the brand voice, the claims the client can prove and the rules that apply to ad text before it goes live. Machine-written variants need the same review as written ones, and the reviewer should confirm that a variant does not promise something the product or the store does not deliver.
