Testing for responsive search advertising (RSA) may be challenging yet beneficial.
Many advertisers and marketers were dismayed when Google decided to relegate the extended text ad (ETA) to dinosaur extinction.
But there are many chances available to individuals who are willing to test RSAs, particularly when combined with the broad match intelligence.
It might be challenging to know what to do if you haven’t been closely monitoring these developments or if managing Google Ads campaigns is simply one of your duties at work.
In order to help you execute three RSA tests the next time you design a search campaign, I’ll guide you through them today.
However, let’s first make sure you have the necessary background for RSA testing.
Information You Should Know About Responsive Search Ads Testing.
Testing using ETAs was not too difficult.
Running two (or more) advertisements with identical headlines and descriptions would allow you to compare their click-through rates (CTRs) and perhaps keep an eye on landing page conversion rates.
This strategy worked since ETAs typically:
- showed up consistently in the same manner for every user.
- served the same purposes as one another.
- In the tests, impressions weren’t as important.
An RSA receives 4X more impressions than an ETA when all other factors are held constant.
This necessitates the use of a statistic called conversions per impression, which you can get by dividing the CTR by the conversion rate of an advertisement.
With those words:
- Due to greater Ad Rank, RSAs answer a lot more questions.
- A common result of the increase in impressions & dip in conversion rate
- A rise in overall conversions results from that same increase as well.
- Marketers should keep an eye out for conversions per impression (manual bidding) or conversions that fall within a desired cost per acquisition (CPA)/return on ad spend (ROAS) range (ROAS).
Experiment 1
Pinning vs. Mix-and-Match Background
Background
Examining the impact of pinning on your campaigns should be the first test you think of conducting.
RSAs evaluate many combinations of headlines and descriptions to see which ones get the best response from readers.
By pinning, you may instruct Google to display the title and description precisely where you’ve placed them.
The Experiment
Make two RSAs that are the same. The 15 headlines and four descriptions are yours to fill up as many times you’d like, as long as they match up in each adverts.
After that, modify only a handful of one ad’s headlines and descriptions while keeping the other one unaltered.
What You’ll Discover
According to studies, RSAs with all parts pinned can still get excellent CTR and conversion rates, but when you don’t pin, these rates increase (or pin sparingly).
If all other factors are equal, running identical ads with one having pinned components is an excellent approach to determine how large of a gap Google will make between the two.
Experiment 2
Message Background Segmentation
The following is likely the most crucial component of RSA testing, as well as my personal favourite as a copywriter.
Messaging is more crucial now than it has been in a while because ad platforms are handling more campaign management through their automation.
The Experiment
For this experiment, you might wish to max out on the three RSAs you can establish per ad group.
Each ad group should use wide match and have a unique theme built on a set of keywords. You might speak to various characters, problems, or even suggestions for themes.
What You’ll Discover
You should learn from this trial what subjects and inquiries generate responses.
Understanding what your clients are seeking for and want to hear is crucial.
And it’s one of the ways you may level the playing field to gain a competitive edge in Google when everyone is utilising the same fundamental automations.
Experiment 3
Pseudo-ETAs With A Control RSA
Although it may be argued that using pinning to recreate ETAs negates the point of RSAs, some marketers still want for (or require) such control.
The Experiment
Pinning two descriptions and three headlines will result in two pseudo-ETAs (no other copy).
The third advertisement is a real RSA in which you leave nothing pinned and use the available space to experiment with fresh messaging.
What You’ll Discover
You may use this experiment to compare the effectiveness of pseudo-ETAs, particularly in terms of CTR.
This can be useful for advertising that must constantly show certain information, such those who work in regulated sectors.
When used properly, RSAs provide opportunity.
Sadly, Google still won’t tell you which advertisement appeared for a certain search phrase (the report limits
this connection to the ad group level).
Additionally, it does not display performance depending on titles and descriptions.
Determining RSA performance involves some guessing, but you can still organise your ads using the information Google does provide.
Additionally, bear the following in mind as you test your subsequent RSA campaign:
- One method Google gives feedback to marketers regarding the calibre of their advertising is through ad strength. Don’t feel pressured to adjust your advertising in accordance with Google’s suggestions in order to increase your ad strength score, however you shouldn’t ignore it out of hand either.
- You can fit up to 15 headlines and 4 descriptions in an RSA. While it may be tempting to stuff your advertisement and wait for the results, keep in mind that more components entail greater guessing.
- Half of your outcomes are explained by the format and messaging of your RSAs. Prepare ahead of time, don’t neglect the essentials (such as positioning and a positive user experience on your website), and collaborate with your clients and stakeholders to establish realistic expectations.
RSAs are among the greatest illustrations of Google’s automated adjustments, which call for a mental adjustment.
Use some care and optimise your campaigns’ edges—their structure, creativity, and data.
There is opportunity for bright, imaginative advertising to succeed greatly.
