# Test an Ad or Copy

> Compare messages and inspect the reasons behind a preference.

Source: https://imario.ai/docs/playbooks/test-ad-or-copy

Use this workflow when you have alternative headlines, offers or messages and need to choose what to test with real traffic.

## Prepare comparable versions

Select a relevant [audience](https://imario.ai/docs/audiences/choose). Write two or more complete alternatives and keep their context consistent. If one version changes both the offer and its wording, the result concerns the whole version.

Open **New Task → Preference test**. Enter the alternatives and ask a question such as:

> Which message would make you investigate this service, and what makes it more relevant to you?

Attach creative images to the options if visual treatment is part of the comparison. For one image without alternatives, use [Creative test](https://imario.ai/docs/research/creative-test).

## Run and inspect

Set respondent counts and review [the applicable rate](https://imario.ai/docs/workspace/pricing): text and visual preferences have different rates. Read the preference result by audience, then inspect reasons and minority responses in [Explorer](https://imario.ai/docs/run-and-analyze/explorer).

Look for what a reader believes the offer means, not just which option ranks first. If both versions create the same misunderstanding, choosing the less weak one does not solve the message.

## Make the next decision

Record the original versions, question and finding. Revise one meaningful element and keep track of the change before running again. Validate actual click or conversion performance with real traffic; synthetic preference is not a predicted CTR.

Use [Share and export](https://imario.ai/docs/run-and-analyze/share-and-export) to send the finding with its audience and limitations.