{"id":2088,"date":"2021-12-18T09:17:00","date_gmt":"2021-12-18T09:17:00","guid":{"rendered":"https:\/\/seopolarity.com\/blog\/?p=2088"},"modified":"2021-12-18T17:52:35","modified_gmt":"2021-12-18T17:52:35","slug":"step-by-step-instructions-for-a-b-testing-responsive-search-ads","status":"publish","type":"post","link":"https:\/\/seopolarity.com\/blog\/step-by-step-instructions-for-a-b-testing-responsive-search-ads\/2021\/","title":{"rendered":"Step-by-Step Instructions for A\/B Testing Responsive Search Ads"},"content":{"rendered":"\n

Advertisers who want to improve their ads’ performance have long used A\/B testing. This is well understood in the context of expanded text ads (ETAs).<\/p>\n\n\n\n

However, Google recently announced that ETAs will be phased out, with responsive search ads (RSAs) taking their place as the primary text ad format beginning July 1, 2022.<\/p>\n\n\n\n

It’s time to review our best practices for ad testing.<\/p>\n\n\n\n

What Exactly Is A\/B Ad Testing?<\/h2>\n\n\n\n

Even inexperienced PPC advertisers who have no specific ad testing goal have most likely already done a significant amount of A\/B ad testing by taking advantage of the ability to add multiple ads to an ad group.<\/p>\n\n\n\n

This is done so that Google can display the best-performing one more frequently.<\/p>\n\n\n\n

After all, optimized rotation is the default setting for ad rotation.<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

Advanced advertisers typically select the option to rotate ads indefinitely and use their own methodology to select winners and losers. Advertisers are more concerned with conversion rate than with CTR.<\/p>\n\n\n\n

However, focusing solely on conversion rate ignores the possibility that an ad with a high conversion rate may receive very few clicks due to a low CTR, resulting in fewer total conversions for the advertiser.<\/p>\n\n\n\n

Advertisers get a better measure of which ad is best at meeting one of their goals by combining CTR and conversion rate into a metric called conversions per impression (CTR * conv rate = conv\/imp) (which is to maximize conversions).<\/p>\n\n\n\n

A traditional A\/B test between an RSA and an ETA is shown in the following example.<\/p>\n\n\n\n

According to Optmyzr’s recent RSA study (disclosure: my company), the average RSA has a 10% higher CTR but a 20% lower conversion rate than an ETA in the same ad group.<\/p>\n\n\n\n

When these two metrics are combined, the RSA performs 12 percent worse than the ETA at converting an impression into a conversion.<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

This finding helps to explain why some advertisers are still hesitant to go all-in on RSAs: they appear to perform worse by traditional A\/B measurement standards.<\/p>\n\n\n\n

Read Are HTML Heading Tags (H2-H6) Used in Google Ranking?<\/a><\/p>\n\n\n\n

Why Traditional A\/B Testing Methods Don\u2019t Work For RSAs<\/h2>\n\n\n\n

However, just as conversion rate alone paints an incomplete picture of which ad performs best, conv\/imp paints an incomplete picture when RSAs are included in the mix.<\/p>\n\n\n\n

Here’s the issue. RSAs get far more impressions than ETAs. According to our research, RSAs are so much better at obtaining a good Ad Rank that they can appear for roughly four times as many queries.<\/p>\n\n\n\n

If everything else is equal, RSAs receive four times the impressions of an ETA.<\/p>\n\n\n\n

Because they have a higher Ad Rank for more queries, RSA ads receive far more impressions than ETAs.<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

The metric of ‘impressions per ad’ was calculated by dividing the number of ads of a particular type by the number of impressions of that type.<\/p>\n\n\n\n

In the study, we looked at ad groups that only had RSAs, ad groups that only had ETAs, and ad groups that had both types of ads.<\/p>\n\n\n\n

The figure in the graph above is based on more than 157,000 ad groups that included both ad formats. Even when we only looked at ad groups with one ad format, the RSA ad groups had more than twice the impressions per ad group as the ETA ad groups.<\/p>\n\n\n\n

As a result, our long-held belief that RSAs and ETAs compete for the same pool of impressions based solely on the targeted keywords in an ad group is incorrect.<\/p>\n\n\n\n

Because RSAs receive far more impressions than ETAs, even if they perform slightly worse on the conversions per impressions metric, they are far more likely to drive more conversions.<\/p>\n\n\n\n

Impressions Must Be Included In The Analysis Of RSA A\/B Tests<\/h2>\n\n\n\n

Incorporating impressions into the analysis, as shown in this graphic, is a more accurate way of determining the winning ad when RSAs are involved.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

To be able to measure incrementally, any A\/B ad test, including RSAs, should include impression data.<\/p>\n\n\n\n

As previously stated, an RSA has a 13% lower conversion per impression rate than an ETA. We conservatively added in double the RSA impressions, resulting in 76 percent more conversions.<\/p>\n\n\n\n

If you want to get a lot of conversions, RSAs are the clear winner.<\/p>\n\n\n\n

When transitioning your A\/B ad tests from ETAs to RSAs, it is critical to include impression volumes in order to determine the true incrementality of RSAs.<\/p>\n\n\n\n

Aside: Conversions are not always the true goal of advertisers because profits are also important. Because more advertisers are now using automated bidding, this article will not go into detail about how to ensure that these additional conversions are profitable.<\/p>\n\n\n\n

That should be handled automatically by setting appropriate goals and feeding the appropriate conversion data into the ad platform.<\/p>\n\n\n\n

Consider impressions even if you are only A\/B testing ETAs. Historically, we did this to ensure that any ads we were comparing had an equal opportunity to prove themselves.<\/p>\n\n\n\n

If one ad was significantly newer than the other, it would receive far fewer impressions, rendering the test invalid. Or, if one ad ran only on weekends and the other on weekdays, there would be a similar disparity in impression volume, rendering the test invalid.<\/p>\n\n\n\n

Even if two RSAs run on the same days and have been active for the same amount of time, there may be impression discrepancies because one is better than the other at qualifying itself for more auctions.<\/p>\n\n\n\n

In all of your evaluations, keep impression volume in mind.<\/p>\n\n\n\n

Now that we’ve established a better way to measure results, let’s look at some strategies for determining what to test when developing new ad variations to challenge existing ads.<\/p>\n\n\n\n

Ad Strength Indicates Whether or Not You Adhere to Best Practices<\/h2>\n\n\n\n

As you create a new RSA, Google provides instant feedback in the form of an Ad Strength indicator.<\/p>\n\n\n\n

Ad strength is a best practice score that determines the relevance, quantity, and diversity of your responsive search ad content before your RSAs serve.<\/p>\n\n\n\n

According to Google presentations, every increase in ad strength corresponds to a 3% increase in clicks.<\/p>\n\n\n\n

Going from ‘poor’ to ‘average’ should result in about 3% more clicks, and going from ‘average’ to ‘good’ should result in another 3% more clicks.<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

Ad strength is a best-practice metric that should be used only when creating a new RSA. However, it is important to note that this is a ‘best practice’ score that has no bearing on actual performance.<\/p>\n\n\n\n

It is possible to have a low-quality score keyword that drives valuable conversions for your account, just as it is possible to have an ad with low ad strength that outperforms other ads with higher scores.<\/p>\n\n\n\n

Follow Google’s guidelines as closely as possible so that you can begin your next test with the best chances of winning.<\/p>\n\n\n\n

But don’t get too caught up in trying to get the perfect score. Your asset performance grouping labels will reflect actual performance, so let’s take a look at those next.<\/p>\n\n\n\n

Asset Performance Labels Reflect Your Results<\/h2>\n\n\n\n

Once your RSA has received approximately 5,000 impressions at the top of the search pages in the previous 30 days, asset labels provide guidance on which pieces of text are performing well and which should be optimized.<\/p>\n\n\n\n

Google provides a useful table that explains what the various performance grouping labels mean:<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

The most important thing is to replace any assets with the ‘Low’ label, as well as any assets that haven’t received any impressions after more than two weeks.<\/p>\n\n\n\n

Keep in mind that the information in this assets report is based on actual performance. It is more important to optimize for this than for the ad strength score.<\/p>\n\n\n\n

Ideas for Experimentation<\/h2>\n\n\n\n

Many ads will not generate enough top impressions in a 30-day period to provide performance data, but there are still ways to optimize if this is the case for you.<\/p>\n\n\n\n

Remember that Google allows up to three RSAs per ad group, and that specific text can be pinned to different positions in the ad.<\/p>\n\n\n\n

You can use this to build some useful experiments.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Advertisers can now pin multiple assets in an RSA ad to a single location.<\/p>\n\n\n\n

The first experiment to try is a messaging-based one.<\/p>\n\n\n\n

Make several RSAs, each with a unique core message. The company name, a unique value proposition, and a call to action are the key messaging elements of any ad, whether RSA or ETA.<\/p>\n\n\n\n

The value proposition and call to action are the best ones to experiment with because your brand is your brand, and most advertisers don’t have a lot of leeway with that.<\/p>\n\n\n\n

For example, the first RSA could be more focused on the large selection your site provides, whereas the second could be more focused on another value proposition, such as how highly your site is rated by previous customers.<\/p>\n\n\n\n

Then, using your A\/B testing process, you’ll discover which message resonates the most and leads to the most conversions.<\/p>\n\n\n\n

A second experiment tests the messages that were successful in different positions.<\/p>\n\n\n\n

This can be accomplished by pinning a group of assets to different positions, such as a specific headline or description.<\/p>\n\n\n\n

Google now allows multiple assets to be pinned to a location, so if you have four assets for your value proposition, you can pin all four to the desired location. When you run your A\/B test, you might discover that the value proposition performs best when it is pinned to the headline 2 positions.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Pinning
One of the most contentious issues in RSAs is whether or not to pin. After ETAs are phased out and only RSAs can be created beginning July 1, 2022, advertisers could pin one piece of text to each location to effectively convert an RSA into an ETA.<\/p>\n\n\n\n

ADVERTISEMENT<\/p>\n\n\n\n

GO ON READING BELOW
However, this may contradict the entire purpose of RSAs, which is to get the machines to help construct the best possible ad for every user on the fly, making the ad more relevant and thus eligible to appear for more searches.<\/p>\n\n\n\n

In some industries, pinning is a legal requirement. Aside from that, here’s a look at pinning and whether it helps (or hurts) performance.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

However, if advertisers want to maintain control, they should provide the machine with at least two variations of a text for each pinned position.<\/p>\n\n\n\n

The most negative impact on CTR, CPC, and CPA is pinning a single piece of text to a location.<\/p>\n\n\n\n

Pinning multiple assets appears to provide an excellent balance of control and performance.<\/p>\n\n\n\n

Variations on the Headline<\/h2>\n\n\n\n

The Ad Strength indicator considers how many headline and description variations you provide. Because coming up with 15 headlines can be difficult, we considered whether it was worthwhile to include more than a couple of headlines for each RSA.<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

We discovered that ads with more headline variations resulted in a higher number of conversions per ad. As a result, when A\/B testing RSAs, more headlines are better.<\/p>\n\n\n\n

Conclusion<\/h2>\n\n\n\n

If you only remember one thing from this post, it should be that a fundamental assumption about ad testing must be altered. Impressions are now heavily influenced by the ad itself, rather than just the keywords of an ad group.<\/p>\n\n\n\n

It’s critical to account for this potential difference in impressions when A\/B is testing RSA ads and try to find the ad that drives the most incrementality.<\/p>\n\n\n\n

We anticipate that Google will add more metrics for RSA assets in the future, allowing all advertisers to build on the optimization techniques covered in this post.<\/p>\n\n\n\n

Need help with our free SEO tools? Try our free\u00a0Code to Text Ratio Checker<\/a>,\u00a0Broken Links Finder<\/a>,\u00a0Online Ping Website Tool<\/a>.<\/p>\n\n\n\n

Learn more from SEO <\/a>and read An Introduction To Python & Machine Learning For Technical SEO<\/a>.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Learn why traditional A\/B testing is ineffective for RSAs and discover new ad testing best practices based on the findings of a recent RSA study.<\/p>\n","protected":false},"author":1,"featured_media":2100,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[26],"tags":[],"class_list":["post-2088","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pay-per-click"],"jetpack_publicize_connections":[],"yoast_head":"\nStep-by-Step Instructions for A\/B Testing Responsive Search Ads | SEOPolarity<\/title>\n<meta name=\"description\" content=\"Learn why traditional A\/B testing is ineffective for RSAs and 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