Ad Copywriting & A/B Testing

The words in your ads determine whether someone clicks or scrolls past — and the right words can double your click-through rate without spending an extra dollar. This course teaches direct-response copywriting principles specifically for ads: proven headline formulas (problem-agitation-solution, benefit-driven, curiosity gap, social proof), writing compelling copy within platform character limits, and crafting calls-to-action that drive clicks and conversions. The second half covers the science of A/B testing — what variables to test, how to isolate variables properly, calculating statistical significance, knowing when to declare a winner, and building a testing roadmap that compounds performance gains over time. You'll leave with a toolkit of formulas, frameworks, and testing protocols you can apply to any ad platform.