Not all ads hit the mark on the first try—some are instant hits, while others fall flat. But how do you know what works best?
Just like in traditional marketing, A/B testing lets advertisers experiment with different versions of an ad to see which one performs best. The difference? With AI audio, creating variations is fast, cost-effective, and incredibly simple—no need for multiple recording sessions or voice actors.
Let’s break down how to use A/B testing to test your audio ads and get the best possible results.
Why A/B testing your audio ads?
A/B testing helps you tweak and improve your audio ads by testing different versions to see what clicks. Maybe a slight change in tone makes your message more compelling, or a different voice grabs more attention. Even small tweaks—like rewording your CTA—can turn a good ad into a great one.
What can you test?
Unlike video or static ads, audio relies entirely on sound to capture attention and drive action. That means every element of your ad can influence results. Here are some key variables to test:
1. Voice & tone
The same script can sound completely different depending on the voice delivering it. Try variations like:
- Energetic vs. calm – Does your audience respond better to high-energy excitement or a more relaxed tone?
- Conversational vs. professional – Do you want your brand to sound like a trusted friend or an expert?
- Different AI voices – Swap voices to see which works best
2. Script & messaging
Even a small wording change can make a big difference. Experiment with:
- Different hooks – Try opening with a question, a bold statement, or a problem your product solves
- CTAs (Calls to Action) – "Shop now" vs. "Learn more" vs. "Get started today"
- Ad length – Does a short, punchy 15-second ad work better, or does a 30-second ad convert more listeners?
3. Background music & SFX
Audio ads are more than just voice—they’re an experience. Test:
- Music styles – Upbeat, dramatic, minimal, or playful?
- Sound effects – Do subtle cues (like a cash register sound for a sale) increase engagement?
- No music at all – Sometimes a clean voiceover stands out more.
4. Placement & platform
Not all ads perform the same on every channel. Consider testing:
- Podcast ads vs. streaming audio ads – Listeners engage differently depending on the medium.
- Different times of day – Do morning commuters respond differently than late-night listeners?
- Target audience segments – Does one version resonate better with certain demographics?
Creating Multiple Ad Variations in Wondercraft
Start from scratch or import audio
With Wondercraft, creating and testing multiple versions of your ad is easy. You can start from scratch with a blank page and write your own script, or use the Prompts feature to pull in suggested prompts for inspiration. Already have an audio ad? No problem—just import it and make tweaks as needed.
Add a new variation
Once you're happy with your first version, click "Add a new variation" to instantly replicate it. This is where the fun starts! Make edits to test different scripts, voices, tones, or sound elements.
💡 Pro Tip: Name each version clearly so you can easily track and compare results. (Trust us, "Ad Test 1" and "Ad Test 2" will get confusing fast!)
Running an A/B test: step-by-step
- Create two or more ad versions – Change one key element per test (e.g., voice, script, music).
- Distribute your ads – Run them on the same platform to ensure a fair comparison. Hot tip: Platforms like Frequency or A Million Ads allow you to create a dynamic distribution, so you can easily run A/B test in a single campaign.
- Measure performance – Look at metrics like click-through rates, engagement, and conversions.
- Analyze results – Identify patterns: does one tone or CTA work significantly better?
- Optimize & iterate – Keep refining until you find the winning combination.
Why AI makes A/B testing so much easier
- Speed – No waiting on voice actors or studio availability.
- Cost-Effective – Create multiple variations without breaking the budget.
- Precision – Make small, controlled adjustments to find what really works.
- Scalability – Easily test multiple versions across different platforms and audiences.
Start A/B testing your audio ads today
Ready to create, test, and optimize your audio ads? Start experimenting with Wondercraft today!