TPE #87: how to A/B test ad copy with Responsive Search Ads

Ad Variations is a hidden feature in Google Ads that allows users to perform A/B testing on specific elements of their ads, such as headlines, descriptions, and even landing pages. Unlike Responsive Search Ads (RSAs), which provide limited insights and uneven testing distribution, Ad Variations give users real performance data and an indicator of statistical significance for their tests.

To use Ad Variations for A/B testing in Google Ads, follow these steps:

1. Navigate to Ad Variations:

   • Go to 'Campaigns', then click 'Experiments'.
   • Click on 'Ad Variations'.
   • Click the '+' to create a new variation.

2. Set up your Ad Variation:

   • Select the ads and campaigns you want to test.
   • Optionally, set up a filter for specific ad elements.
   • Click 'continue'.
   • Choose the type of variation (e.g., find and replace, update URLs, update text).
   • Set variation details like name, start and end date, and experiment split.
   • Click 'Create variation' to launch your test.

3. Analyze Performance:

   • Access the performance comparison between control and experiment ads.
   • Look for the blue star indicating statistical significance for specific metrics.
   • Review performance data by campaign, ad group, or individual ad.

With Ad Variations, you can test a wide range of ad elements, including but not limited to:

• Landing page URLs: Comparing different landing pages to see which performs better.
• Capitalization: Testing the impact of lower case vs. upper case text.
• Unique Selling Propositions (USPs): Comparing different USPs to determine which resonates more with your audience.
• Calls to Action (CTAs): A/B testing various CTAs to find the most effective one.
• Pinning vs. Unpinning: Deciding whether to pin elements in place or let them rotate.
• Keywords: Testing the presence of keywords or Dynamic Keyword Insertion (DKI) in your ads.