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Responsive Search Ads (RSA)

Google Ads A/B Testing

Updated on_
October 24, 2023

If you have come this far, it is because you are the type of SEM Manager who likes to test and try new things, see what works best, what messages resonate best with your audience,... At Dolnai we are also curious by nature, that is why we do not stop researching and developing tools in this regard.

Today we are going to talk about what A/B testing is and how to carry it out in Google Ads. At the same time, we are going to show you why they are no longer necessary for your ads optimization on Google.


1. A/B Testing Explained

2. How to perform A/B tests

   A) Choose a metric to test

   B) Create two variations

   C) Run the test

   D) Analyze the results

3. Are A/B Tests necessary in Google Ads?

4. How to perform an A/B test with Google Analytics

   A) Set up conversion tracking

   B) Create a custom report

   C) Analyze the results

5. How to view your competitors’ ads in Google Ads

   A) Use the Google ad preview tool

   B) Monitor your competitors website

6. Conclusion

1. A/B Testing Explained

Google Ads is one of the most popular and effective advertising platforms, but it can be hard to know how to get the most out of your campaigns. One technique that can help you optimize your ads is A/B Testing. This process involves creating two versions of an ad and testing them to see which one works best. In this article, we'll cover how to perform A/B tests, why they're necessary in Google Ads, and how to use Google Analytics to make informed decisions.

Today, thanks to RSA Ads, it is no longer necessary to carry out A/B tests to test your ads. In our articleGoogle Will A/B Test Your Ads for Youwe explain how and why, thanks to Dolnai AdCreator, this technique is no longer necessary. (If you still want to know how to A/B test your ads, keep reading.)

2. How to perform A/B tests

A/B testing is a simple process that consists of creating two variants of an ad and then test them to see which one is the winner. This is how you can do it:

A) Choose a metric to test: 

The first step in running an A/B test is choosing what you want to test. This could be anything from the headline to the call to action, but it's better to start with one item at a time so you can see the results more clearly.

B) Create two variations: 

Next, create two versions of your ad, each with a different element to test. For example, if you're doing headline testing, create an ad with the headline “Book Online Today.” and another with the title “Book on the Web Now”.

C) Run the test: 

Trigger both ads at the same time and monitor their performance over a set period of time. This could be a few days or a few weeks, depending on the amount of traffic your ad receives.

D) Analyze the results: 

Finally, compare the results to see which one performed better. You can use metrics like clicks, conversions, or CPC to determine the winner.

3. Are A/B Tests necessary in Google Ads?

A/B Tests are not strictly necessary in Google Ads but, traditionally, they have been highly recommended. By testing different elements of your ads, you can optimize your campaigns and increase your return on investment (ROI). A/B testing can help you make informed decisions about what's working and what's not, helping you get better results from your ads over time.

As we mentioned above in this post, since the entry of Responsive Search Ads the use of A/B tests is no longer necessary; due to Google being in charge of testing the combinations of titles and descriptions that best resonate with your audience.

4. How to perform an A/B test with Google Analytics

Google Analytics is a powerful tool that can help you track and analyze your A/B tests. This is how you can use it:

A) Set up conversion tracking: 

The first step in using Google Analytics for your A/B testing is to set up conversion tracking. This will allow you to track when a user completes a specific action on your website, ie. make a purchase or fill out a form.

B) Create a custom report: 

Next, create a custom report that shows the data you need to analyze. This could include metrics like clicks, conversions, or cost per click. You can also segment your data to see how different user groups are reacting to your ads.

C) Analyze the results: 

Once you've set up your custom report, you can use Google Analytics to analyze the results of your A/B test. Compare the performance of the two variations and use the data to make informed decisions about which ad performs better.

5. How to view your competitors’ ads in Google Ads

One way to stay ahead of the competition in Google Ads is to monitor your own ads as well as those of your competitors’. 

This is how you can see your ads:

A) Use the Google ad preview tool: 

The Google Ad Preview tool allows you to see how your ads will appear in Google search results, even if you're not currently running any campaigns. You can use this tool to view your competitors’ ads and get ideas for your own campaigns.

B) Monitor your competitors' website: 

You can also monitor your competitor's website to see what ads they are running. Pay attention to the placement and format of their ads, as well as the messages and images they use.

6. Conclusion

In conclusion, the A/B test is a fundamental technique to optimize your Google Ads campaigns. By testing different elements of your ads and analyzing the results, you can make informed decisions about what works and what doesn't. Use Google Analytics to track your A/B tests and monitor your competitors’ ads to stay ahead of the game. With these optimization techniques, you can increase your CTR and get better results from your Google Ads campaigns.

Nowadays, with the existence of Responsive Search Ads these A/B tests are unnecessry (unlike in the old days of Expanded Text Ads). Now it is Google who tests the ad copies for you and you just have to take a look at Responsive Search Ads assets report in order to know which ad copy is not working well in a certain ad.

Dolnai allows you to apply ad optimization techniques with which you can uplift your CTR and get better results from your Search Campaigns.

Updated on_
October 24, 2023
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