Optimizing Google RSAs: A/B Test Responsive Search Ads To Increase Conversions

Optimizing Google RSAs: A/B Test Responsive Search Ads To Increase Conversions

Google announced that digital marketers are no longer able to create ETAs since June 2022. The shift is also about incorporating machine learning and AI into search. Simply, Google thinks the algorithm that powers RSA stands a better chance of connecting you with a customer, and they could be correct.

The shift to RSA is not only news but is the default option in Google Ads. The shift to RSA affects digital marketers in several ways, such as having less control over your ads, to learn a (slightly) different way of working, needing to get creative with copy, pinning certain headlines to ad copy, ETA impressions falling, a rise in RSA impressions, and monitoring performance and refining ads as necessary.

There are positives beyond some challenges digital marketers face with the ETA switch off. RSA harnesses the power of machine learning to help improve ad placement. Over time, the system would learn about you, your customers, and the search terms that matter, translating into more effective ads, delivering greater CTAs and a higher ROAS. Channable, a multichannel platform for e-commerce, provides the perfect platform for managing RSA, enabling you to generate, test, and implement effective ads.

RSA Testing is Different From ETA Testing

The expanded text ads appear on Google search results and typically consist of three headlines of up to 30 characters each, on top of two description lines of 90 characters each. While responsive search ads or RSAs consist of 15 headlines and four description lines, all provided by the advertiser. Despite the similar display, RSAs work differently from ETAs. Advertisers supplying a combination of 15 headlines and four description lines, Google will dynamically change the headline and description on every user search, aiming to discover the winning combination.

Advertisers appreciate the concept of A/B testing the optimal combination of messages, but they also desire more control over the precise messaging that resonates with their target audience. Ad testing used to consist of A/B experiments where multiple ad variations competed against each other. Accruing enough data for each of the contending ads, followed by analyzing the right metric to determine the winning ad, uses a combination of conversion rate and clickthrough rate to calculate “conversions per impression” (conv/imp). The ad with the best rate could be declared the winner after enough data has accrued to allow for statistical significance.

A/B Asset Testing With Ad Variations

A/B testing on Google Ads is crucial to any PPC strategy, regardless of the size of an ad account or ad spend. Even when performance is good, a/b testing RSAs is about actively trying to make small adjustments to continually push performance in the right direction.

A/B testing responsive search ads is a powerful tool for improving Google Ads performance and driving more conversions. By following the five expert tactics laid out, you can fine-tune your RSA ads for maximum return on ad spend.

1. Responsive search ad copy testing

Testing ad copy is arguably one of the most important elements of your responsive search ad testing, having the biggest impact on performance. Make sure the ad copy is on-brand, easy to digest and includes keywords relevant to the stage of the user’s buying journey, which needs to be relevant to both the person reading it and whatever it is they have searched for.

2. Dynamic features to boost relevance and urgency

Many dynamic functions can be added to RSAs, which can also be a/b tested to improve performance. The three dynamic functions that can be added to Search and Display campaigns can all be triggered by using the ‘{’ symbol when writing ad copy. The functions include Countdown, Keyword insertion and Location insertion.

3. Pinning Vs Unpinning RSA headlines and descriptions

Advertisers have the option to pin headlines in position 1, 2 or 3, and descriptions in position 1 or 2, which means fixing them so they can only be served in those positions. This feature is useful if you have specific messaging or branding that needs to be visible, or if headlines and descriptions should appear in a certain order.

4. Landing Page Testing for RSA Final URLs

Landing page testing is an important component in a/b testing strategy. Although it can be relevant for all Google Ads campaigns and ad types, the ad itself doesn’t change from a vanity perspective; it is still an important way to a/b test and optimize responsive search ads to increase conversions.

5. Image A/B testing in RSAs

Responsive search ads image a/b testing is a great way for advertisers to upload eye-catching, relevant visuals to complement existing text ads, something that has become an important part of advertising. Image extensions aid in improving performance for advertisers by bringing products and services to life, showcasing them and providing visual inspiration, and helping your ad to stand out from competitors.

Additionally, key metrics for RSA A/B testing measurements are CTR, conversion rate, cost/conv., and conv. value/cost. These ad variation tests are intended to be done at the campaign level or higher. Currently, it is not possible to run an ad test for a single RSA or in a single ad group. Google has said they are aware of this limitation and are working towards a solution.

Final Thoughts

Doing Ad testing with ad formats in Google changed. Ad variations are easily built right into Google Ads for creating experiments that work with assets rather than entire ads, and you can even test pinning.

Optmyzr’s most recent RSA study showed impressions now depend as much on having good ads as they depend on having good keywords, so working towards ads that have the right combination of only CTR and conversion rate but also lots of high-quality impressions is the modern way to optimize PPC ads.