Ad variations BETA POV
- 1. How Does it Work? Google uses various ad scheduling and filter tools to enable advertisers to test different variations of their creative texts. These variations can be setup within the ad headline, description line 1 & 2 and visible URL Google then allows advertiser to either, find and replace the current creative, set text which would create an additional rotation, swap description lines 1&2 or change case of the letters. Google then isolates a predetermined percentage of traffic and runs normal adcopy with the test adcopy. By doing this it creates unbiased results due to seasonality. Finally, Google uses Clicks, CTR and Conversions to provide a recommendation of whether the adcopy has outperformed the standard rotation(s). There will also be the chance that google recommends that you end the test early due to poor performance or to carry on the test for a longer period of time to provide more reliable data. Why is This Important? Ad copy testing is a fundamental element of any successful ad campaign, however so many advertisers fail to do it correctly, some neglecting to do the tests at all. Advertisers should be continuously improving the quality of their creative, to increase CTR and Conv%. Conclusions This is an excellent tool that will equip advertisers with the ability to easily handle ad copy testing at large scales across their accounts. Not only will it save time, it will provide reliable insights on how each ad copy variation has performed. Whilst there are a few limitations such as limited reporting, it is without a doubt that google will have collated feedback and results to ensure that they enhance the tool, giving users more granular insights. Early Results Advertisers currently using the ad variations beta have seen in some instances, CTR increase by 10%. UK Retailer saw 2X more online conversions by using the beta Adwords Ad Variations Beta By Kyle Johnson & Sarah Barker What Next? This Beta is currently available to agencies globally, in all languages, with no confirmed closing date. Depending on the results and feedback, Ad Variations could become a standard tool used in AdWords making testing more efficient for advertisers. Ad variations Beta As of April 2014, Google have included a feature that allows advertisers to test different variations of their creative texts at scale across multiple ads, ad groups or campaigns. Beta Details Beta Release Date: April 2015 Regions: Global Requirements: No Specific requirements. Contact your google sales team to get started Scale Setup, monitor and evaluate variations of your ads at scale with minimal effort. Apply test variations to your ads in one- click. Accuracy Not bias due to seasonality, ad position, co-triggering with ad formats. Experiments happen in real time. Efficiency Identify over performing variations and make changes that have a positive impact on your campaigns