However, if you haven\u2019t been keeping a close eye on these changes \u2013 or if running Google Ads campaigns is just one of your job responsibilities \u2013 it can be confusing to know what to do.<\/p>\n
So today, I\u2019m going to walk you through three RSA experiments you can run the next time you create a search campaign.<\/p>\n
But first, let\u2019s ensure you have the context you need for RSA testing.<\/p>\n
What You Need To Know About Responsive Search Ads Testing<\/h2>\n
Testing with ETAs was fairly straightforward.<\/p>\n
You\u2019d run two (or more) ads with fixed headlines and descriptions, compare their click-through rates (CTRs), and possibly keep an eye on conversions from the landing page.<\/p>\n
This approach was possible because ETAs mostly:<\/p>\n
- \n
- Showed up the same way to every user, every time.<\/li>\n
- Served for the same queries as each other.<\/li>\n
- Impressions didn\u2019t play as significant a role in testing.<\/li>\n<\/ul>\n
All other considerations being equal, an RSA gets 4X more impressions than an ETA.<\/p>\n
This requires using a metric called conversions per impression<\/a>, which you can calculate by multiplying an ad\u2019s CTR by its conversion rate.<\/p>\n
In other words:<\/p>\n
- \n
- RSAs serve for considerably more queries due to higher Ad Rank<\/a>.<\/li>\n
- The increase in impressions leads to a typical dip in conversion rate.<\/li>\n
- That same increase also leads to a lift in overall conversions.<\/li>\n
- Marketers should monitor for conversions per impression (manual bidding) or conversions within a target cost per acquisition (CPA)\/return on ad spend (ROAS).<\/li>\n<\/ul>\n
Read: How to A\/B Test Responsive Search Ads<\/a>.<\/p>\n
Experiment 1: Pinning Vs. Mix-And-Match<\/h2>\n
Background<\/h3>\n
The first test you should consider running is to see the effects of pinning on your campaigns.<\/p>\n
By default, RSAs mix and match headlines and descriptions to test and find the combinations that people respond to best.<\/p>\n
Pinning lets you tell Google which headline and description positions should appear exactly where you put them.<\/p>\n
The Experiment<\/h3>\n
Create two identical RSAs. You can fill in as many of the 15 headlines and four descriptions as you like; make sure it\u2019s the same in both ads.<\/p>\n
Then, pin a few of the headlines and descriptions in one ad, while leaving the other one unmodified.<\/p>\n
What You\u2019ll Learn<\/h3>\n
Studies have shown that RSAs with all elements pinned<\/a> can still get great CTR and conversion rates, but these go up when you don\u2019t pin (or pin sparingly).<\/p>\n
Running identical ads with one having pinned elements is a great way to learn just how much of a gap Google will create between the two, all else being equal.<\/p>\n
Experiment 2: Segmenting By Message<\/h2>\n
Background<\/h3>\n
Next is arguably the most important aspect of RSA testing \u2013 and, as a copywriter, my personal favorite.<\/p>\n
With ad platforms handling more campaign management through their automation, messaging is more important than it\u2019s been in some time.<\/p>\n
The Experiment<\/h3>\n
You can create up to three RSAs per ad group, so for this experiment, you might want to consider maxing out.<\/p>\n
Each ad group should have a distinct theme centered around a group of keywords and utilize broad match. You might address different personas, pain points, or even offers for topics.<\/p>\n
What You\u2019ll Learn<\/h3>\n
This experiment should show you what topics get a response and what queries they show for.<\/p>\n
There\u2019s no substitute for knowing what your customers are looking for and want to hear.<\/p>\n
And, when everyone is using the same base automations in Google, it\u2019s one of the ways you can unlevel the playing field to capture a competitive edge.<\/p>\n
Experiment 3: Pseudo-ETAs With A Control RSA<\/h2>\n
![\"RSA](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/10\/3-experiments-to-run-for-responsive-search-ads-testing-via-sejournal-thecopytrail.png\")
Screenshot from @AmaliaEFowler and @C_J_Ridley\/Twitter, August 2022<\/em><\/span><\/div>\nBackground<\/h3>\n
While an argument can be made that re-creating ETAs via pinning defeats the purpose of RSAs, some advertisers still crave (or need) that control.<\/p>\n
Credit for this approach goes to Chris Ridley<\/a>, who identified it as a way to cope with the limit of three RSAs per ad group.<\/p>\n
The Experiment<\/h3>\n
Create two pseudo-ETAs by pinning three headlines and two descriptions (no other copy).<\/p>\n
The third ad is a true RSA where you leave everything unpinned, instead using the space to test out new messaging.<\/p>\n
What You\u2019ll Learn<\/h3>\n
This experiment allows you to benchmark the performance (in particular CTR) of pseudo-ETAs.<\/p>\n
This can be helpful for advertisers who need to display certain information at all times, such as those operating in regulated industries.<\/p>\n
Read: 4 Reasons Click Volume Decreases & What To Do<\/a>.<\/p>\n
There Is Opportunity With RSAs If You Use Them Right<\/h2>\n
Unfortunately, Google still doesn\u2019t show you which ad showed for a search term (the report limits this connection to the ad group level).<\/p>\n
It also doesn\u2019t show you performance based on headlines and descriptions.<\/p>\n
While there\u2019s a certain element of guesswork involved with deciphering RSA performance, you can still structure your campaigns according to the data Google does show.<\/p>\n
Here are a few more things to keep in mind as you test your next RSA campaign:<\/p>\n
- \n
- Ad strength is one of the ways Google provides feedback to advertisers about the quality of its ads<\/strong>. While it\u2019s not something you want to dismiss out of hand, don\u2019t feel the need to make Google-suggested changes to your ads to get a higher ad strength score.<\/li>\n
- RSAs allow you space for up to 15 headlines and four descriptions<\/strong>. While it might be tempting to pack your ad and see the results, remember that more elements mean more guesswork.<\/li>\n
- The structure and messaging of your RSAs account for half of your results<\/strong>. Put in the work ahead of time, don\u2019t skip the fundamentals (like positioning and a good website experience), and work with your clients and stakeholders to set reasonable expectations.<\/li>\n<\/ul>\n
RSAs are one of the best examples of Google\u2019s automation changes that require a shift in mindset<\/a>.<\/p>\n
Optimize the periphery of your campaigns \u2013 structure, creative, and data \u2013 and exercise a degree of patience.<\/p>\n
There is space for creative, clever advertisers to win big.<\/p>\n
More resources:<\/strong><\/p>\n
\nFeatured Image: Shaiith\/Shutterstock<\/em><\/p>\n
- RSAs allow you space for up to 15 headlines and four descriptions<\/strong>. While it might be tempting to pack your ad and see the results, remember that more elements mean more guesswork.<\/li>\n
- RSAs serve for considerably more queries due to higher Ad Rank<\/a>.<\/li>\n