Advertising Ad Copy A/B Testing Protocol

Department	Advertising and Marketing Department
Date	[Month, Day, Year]

This protocol was developed for the purpose of conducting effective and efficient A/B testing on advertising ad copies. The aim is to optimize the design and content of the ads to achieve higher click-through rates, better conversion and overall improvement in performance.

I. Objective

To identify the more effective ad variant between two versions.
To recognize the elements that resonate with the target audience.
To improve ad performance by enabling data-driven decisions.
To save costs through elimination of less-strong ad copies.
To provide a structure and systematic approach to conduct A/B testing.

II. Protocol Overview

Identify the attributes of the ads that require testing such as headline, visuals or call-to-action. Two variations of the ad are created with a difference in one attribute for the sake of a controlled environment. A/B testing software is then used to randomly display one of these versions to the users.

Data is collected on user interaction with the ads, including clicks, views, and conversions. Once a significant sample size is reached, the data is analyzed to identify which ad variant was most effective. All through this process, adherence to safety and privacy standards is of crucial importance.

III. Materials and Equipment

Ad copies A & B
A/B testing software
Analytics tool
Design software
Audience data

IV. Procedure

Step	Description
1	Identify the ad attribute for testing. This could be the headline, image, color scheme, or any element of the ad in question. Make sure only one attribute is tested at a time for valid results.
2	Create two versions of the ad. Ensure that both variants are identical in every aspect except for the attribute being tested.
3	Conduct A/B Testing. Use a reliable A/B testing software to show ads A and B randomly to users. Ad display should be unbiased.
4	Collect and Evaluate Data. Monitor and record user interactions with the ads using an analytics tool. This data is essential in analyzing which ad variant was more effective.
5	Analyze Results. Once sufficient data is obtained, analyze the comparison between the ads based on the set objectives. The ad that fulfills the objectives more effectively is the winner.

V. Data Collection

Number of views for both ads.
Click through rates for both ads.
Conversion rates for both ads.
Interactions with the ad.
Time spent by users on the ad.

VI. Safety Considerations

Respect user privacy.
Comply with all data collection laws and regulations.
Ensure ad content does not breach any copyright laws.
Implement unbiased ad display.
Secure all data collected safely.
Conduct ethical testing.
Use licensed software/tools for ad creation and testing.
Protect user identities and personal data.
Do not manipulate or distort data results for any reason.
Refrain from using provocative or inappropriate ad content.

VII. Expected Results

While each ad will receive a significant number of views, one of the ad variants should outperform the other in terms of click-through rates and conversions. The more effective ad is identified based on the objectives, whether it be higher conversion rates or increased engagement. The insights gathered provide a deeper understanding of what resonates with the target audience. These insights can be applied to improve future ad copies. Note that the winning ad variant might not always perform better across different audiences or platforms, hence necessitating periodic A/B testing.

VIII. Conclusion

With the A/B Testing Protocol, businesses can drive their advertisement strategies based on empirical data rather than assumptions. The methodology leverages direct responses from the target audience to optimize ad copies for performance. With this protocol, enterprises like [Your Company Name] can maximize return on ad spend by investing more in the ads that perform best and dropping or modifying the rest based on the insights acquired. This data-driven approach results in more efficient and result-oriented advertising campaigns.