Understanding the Different Ad Variations in Google Ads: A Comprehensive Guide
Iterative testing is crucial to the ongoing success of any PPC campaign. However, as we rely more on ad platform AI for testing, it becomes more challenging to gain insights into what works. Google’s ad variations feature aims to solve this problem by allowing advertisers to modify ads across campaigns and test different variations. In this comprehensive guide, we will explore how to set up ad variations and provide practical ideas for using them effectively.
Setting up an ad variation is simple. Start by going to Campaigns > Experiments and select Ad variations. From there, you can view a table containing active and completed variations. To create a new one, click the blue “+” symbol above the table. Currently, this feature is only available for responsive search ads.
You have the option to test across all campaigns or select specific campaigns to include. Use the Filter ads option to choose which ads to involve based on headlines, descriptions, paths, or URLs. For example, if you want to test ads that include a mention of a coupon, you can filter for headlines containing “coupon.” Once you’ve set your filters, you can move on to entering the criteria for your variation.
There are three types of variations to choose from: find and replace, update URLs, and update text. Find and replace allows you to swap specific words or phrases in your ads. Update URLs lets you modify the final URL or display path. Update text allows you to add or remove headlines or descriptions and pin or unpin assets.
After setting the details for your variation, such as its name, start and end date, and experiment split, you can launch it. It’s important to check your setup carefully because once the variation is launched, you cannot modify it. Once the variation goes through Google’s review process and reaches the start date, it will be live.
Once data begins to accrue, you can analyze the performance of your ad variations. You can add columns for specific metrics you’d like to include in the performance table. When the difference in performance between the control and test versions becomes statistically significant, those percentages and the confidence interval will appear. You can also click on the variation name to view top-level metrics and ad-level metrics comparing original and modified ads.
When analyzing the data, focus on conversion rate, cost per conversion, and return on ad spend (ROAS) if you have values associated with conversions. The goal of testing should be to drive more sales or leads at a more efficient cost. Additionally, consider click-through rate (CTR) as an indicator of ad relevance to the user.
Now that we understand how to set up and analyze ad variations, let’s explore some practical ideas for using this feature in your account. Test wording changes in ad copy, such as swapping “coupon” for “offer” or trying different calls to action. Try location-specific ad copy versus more generic ad copy. Test seasonal messaging versus generic messaging during specific sale periods. Consider changing the name of a product or service and test it in a portion of your ads. Pin headlines in different orders and test pinning assets versus not pinning assets. Experiment with removing headlines and descriptions to see how performance fares. A/B test landing pages by using the “Update URLs” option. Test display path changes to see their effect on user response. Finally, examine how changing ad descriptions impacts performance.
Ultimately, the key is to think through your business goals and identify tests that connect to those objectives. Implement any takeaways from your tests and consider additional follow-up tests to refine your advertising tactics.
In conclusion, understanding and utilizing ad variations in Google Ads can significantly improve the success of your PPC campaigns. By testing different variations and analyzing performance data, you can optimize your ads to drive more conversions at a lower cost. Experiment with different ad copy, URLs, and text to find the winning combination that resonates with your audience. With Google’s ad variations feature, you have the power to continually improve your advertising tactics and achieve ongoing success in your PPC campaigns.
