Advertising variants
How can you produce testable advertising variants with AI?
1250 € per session, excl. VAT
In short
“Creating advertising variants” is a private in-person session of half a day for digital marketing and customer acquisition professionals or online advertising campaign managers. It helps you formulate two or three messaging hypotheses to test, generate headline and copy variants for each angle with AI. Groups of up to 12 participants, in French, with exercises on your own work cases.
Why this training?
Generating fifty advertising variants takes a few seconds with AI; knowing which ones to test, and why, takes much more thought. The session organises production around clear hypotheses, so that each variant teaches you something about the audience rather than spreading the advertising budget too thinly. Running case study: « Pédalo Kids », a fictional brand of children's bikes for learning to cycle, is preparing a back-to-school campaign on two platforms and wants to know whether the safety angle or the independence angle works best. Transfer to the workplace: The participant launches a real test on an ongoing campaign using the matrix and shares the learning with their team.
Objectives of this training
- Formulate two or three messaging hypotheses to test
- Generate headline and copy variants for each angle with AI
- Comply with the length constraints and advertising rules of the target platforms
- Organise the variants into a clear test matrix
- Define the metric and decision rule for the test
Who is it for and what are the prerequisites?
Roles and tasks concerned
- Digital marketing and customer acquisition professionals
- Online advertising campaign managers
Prior skills
- Have already used a generative AI assistant for a few simple tasks (AI Fundamentals level or equivalent).
- Know your organisation's positioning, target audiences and marketing channels.
What you will work on
Messaging hypotheses
Objective: Know what you are trying to learn. Possible angles: benefit, emotion, evidence, urgency; formulating a testable hypothesis; linking it to the target audience.
Generation by angle
Objective: Produce targeted, non-redundant variants. Prompts for each angle with constraints; removing duplicates and misleading wording; rules on advertising children's products.
Platform constraints
Objective: Make the variants ready to run. Maximum lengths, formats, prohibited or sensitive elements; checking against each platform's official documentation.
Matrix and test plan
Objective: Prepare a test whose results can be interpreted. Angle × format matrix; number of variants per test; primary metric; duration and decision rule.
What you take away
- Messaging hypothesis worksheet
- Bank of variants by angle
- Variants adapted to the formats of the two platforms
- Test matrix and decision rule
Method and assessment
- Short teaching inputs followed by immediate practice on the running case study.
- Individual work followed by work in pairs, with peer review of the outputs.
- Guided group discussion: what works, what needs correcting and what remains a human decision.
- Preparation: Bring an existing advert and, if possible, its results. Check the advertising rules applicable to your sector.
Observable criteria: Each variant is linked to a hypothesis; Lengths comply with the verified platform formats; No variant contains a misleading promise; The test plan sets a metric and a decision rule before launch.
Frequently asked questions
Do we create the visuals?
No, the session focuses on copy and testing logic; the visuals are described so they can be produced afterwards.
Are the platform rules up to date?
They change over time; that is why we check them against the official documentation at the time of the session.
How many variants should we test?
A few at a time: enough to compare the angles, but not so many that the budget is spread too thinly.
Do we launch the campaign during the session?
No. You leave with a plan ready to set up in your advertising accounts.
Last updated: