Testing responsive search advertising (RSA) may be both challenging and lucrative.
Many advertisers and marketers were dismayed when Google abandoned the extended text ad (ETA).
However, the prospects for individuals willing to put RSAs to the test are substantial, especially when combined with the intelligence of wide match.
However, if you haven't been paying close attention to these developments - or if managing Google Ads campaigns is only one of your job duties - it might be difficult to know what to do.
So, today, I'll guide you through three RSA experiments that you may do the next time you develop a search campaign.
But first, let's make sure you have the necessary background for RSA testing.
What you need to know about responsive search ads testing
Testing using ETAs was rather simple.
You'd run two (or more) advertisements with fixed headlines and descriptions, compare their click-through rates (CTRs), and potentially keep an eye on landing page conversions.
This method was feasible since most ETAs:
- Every user received the same experience.
- They both answered the same questions.
- Impressions did not play as large a factor in testing.
Experiment 1: Pinning Vs. Mix-And-Match
The first test you should consider doing is to evaluate how pinning affects your marketing.
By default, RSAs mix and combine headlines and descriptions to try and determine the optimal combinations.
You may tell Google which headline and description positions should display precisely where you set them by pinning them.
Make two RSAs that are identical. Fill in as many of the 15 headlines and four descriptions as you want, but make sure they match in both advertisements.
Then, in one ad, pin a few of the headlines and descriptions while leaving the other ad alone.
What you'll learn
According to studies, RSAs with all parts pinned can still achieve high CTR and conversion rates, but these rates increase when you don't pin (or pin sparingly).
Running identical advertisements, one with pinned items, is a wonderful approach to see how big of a difference Google will make between the two, all else being equal.
Experiment 2: Segmenting By Message
The next point is likely the most crucial part of RSA testing.
With ad platforms automating more campaign management, message is more crucial than it has been in a long time.
You may generate up to three RSAs per ad group, so consider maxing out for this experiment.
Each ad group should have a unique theme focused on a set of keywords and should use wide match. You might address several personalities, pain spots, or even topical offerings.
What you'll learn
This experiment should show you which topics receive responses and which inquiries generate results.
There is no replacement for understanding what your consumers want to hear.
And, when everyone at Google is utilizing the same underlying automations, it's one of the ways to level the playing field and get a competitive advantage.
Experiment 3: Pseudo-ETAs With A Control RSA
While one may argue that re-creating ETAs by pinning negates the point of RSAs, some marketers still seek (or require) such control.
Chris Ridley deserves credit for identifying this strategy as a means to go around the RSA restriction of three per ad group.
Pinning three headlines and two descriptions will result in two pseudo-ETAs (no other copy).
The third ad is a real RSA in which you leave everything unpinned and use the space to experiment with fresh messaging.
What you'll learn
This experiment allows you to compare the performance (especially the CTR) of pseudo-ETAs.
This can be beneficial for marketers that must display certain information at all times, such as those in regulated sectors.