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How to 10X Your A/B Testing with AdWords Ad Variations

27/02/2018

Advertisers with the help of Google AdWords Ad Variations can test fresh copy at scale. But in the case, it becomes important for them to know how to use them.

Here, in this post, you learn about 3 different types of AdWords text ad variations and additionally get details regarding their implementation.

Let’s take a look and find some exceptional ideas for testing brand new, high CTR ad copy in your campaign:

Now, try to understand this by the following example,

If an advertiser is promoting his brand and creates two ads on the similar subject with the title, “Only Few Hours Left” and “Now or Never” respectively and thus, inverting the headlines; will it concern their URLs?

You can take your cases also.

Advertisement readiness has turned out to be basic in the online market and waking up paid search cognoscente.

Well, it’s better to check them through A/B testing before advancing for live and thus, not been decoded for multiple reasons and one of them is noticeably sub-optimal ad rotation settings.

Here, you will find some ad variation techniques to check your copy prior to launch. It will scale up the quality and outreach of your ads.

How many of you know about A/B testing?

It’s generally used in email marketing yet particularly made to enhance the capability of a specific content.

In this way, now you need to ask yourself when you last executed the strategy for your ad optimization. Was it across the whole group?

What we have seen that marketers review their ads every tri-semester rather during the week.

Well, it has also been noticed that the testing of ad copy falls by a large margin as marketers prepare bid adjustments and negative keywords quickly.

But, if you do split-testing of your ad that would get a lot of uncovered scope for the promotion.

There is no limitation on ways of ad creation, for example, some ads will bring more clicks i.e. improve CTR and which then lower CPCs.

Doing this will allow you to run more ads.

So, now we can say the testing gets an effective advert language to be added to your landing pages giving desired conversions.

How to Set Ad Variations in Your AdWords Account?

What we have seen among digital marketers for ad variations set up that they start the process on their old AdWords UI.

Therefore, our suggestion for the same is to use a new UI as Google has updated its older version.

Steps for setting Ad variations in AdWords Account-

  1. Select “Drafts & Experiment” (on very bottom) of the page menu-
  2. Now select “Ad Variations” where you can go to New Ad Variation.
  3. Now select the campaign where you want to run ad variations.

Drafts & Experiment

AD variations

What next?

Google AdWords additionally enables you to make variations for your all campaigns at one time and doing this will help you in controlling your message conveyance rather than try to do differently for each of your campaign.

This might be done, no uncertainty.

But, what you have to understand is that Google allows you to create balanced ratio i.e. one variation for one campaign regardless of your time period.

So, hopefully, you are getting an idea about the ad variation in Google AdWords. I understand it’s pretty tough to understand at once, but after reading this article, you will only have to run your campaigns.

Google does not allow its users to mix several ad variations in one single, or better not to overlap.

Now, why Google does this?

This is because if your impressions are tried to be made with several adverts, then you’d lose your important statistical data.

Ok. So are you getting into it?

Wait, it has just started. There is a lot to come your way in the way.

It’s Filtering.

What is this, many of you may be discussing in your mind? So, let us make it clearer.

Filtering is a procedure in Google AdWords that allows you to know where exactly or on which ad copy; you have run A/B testing. This will solve a lot of your mess.

Now, what does your first ad variation filter do?

It selects adverts on its component basis which also comprise

  • Headline (1, 2, both)
  • Description
  • Headline and Description
  • Path (1, 2, both)

Now, what does the second one?

It’ll modify and enables you to get a specific ad.

1

For example, you can select or exclude the adverts that have words like start with, equal or something particular.

Now, we will talk about adding multiple filters to the ad variation and the result will be like this-

2

Hope you have the problem in understanding the ad variation features till here.

Now, we will proceed further-

Well, if your goal is to reinstate a CTA or add a new URL, don’t focus strategically on filter options.

Now we will create ad variations-

You can choose from following three ad variations you want to create-

  • Find and Replace
  • Update Text
  • Swap Headlines

Remember, we need to understand each point in detail, so let’s start with the first one-

Find and Replace

What do you understand by this or can do with this.

Well, no need to keep your head shaking, the meaning is as simple as it is written.

“Find and Replace” ad variation allows you to find a word or phrase in your campaign and replace it with another.

So, you got this one?

Well, you can see this in the image given below-

3

In Find and Replace section, you’ll have “find” where you can select “ache” and then in “Replace”, you can put “pain”.

Remember this would vary as per ad creation and it’s only to make you understand the concept.

With Find and Replace, you can modify any part of your advert and you will also have an option of match case, kindly pay attention to this as well.

Once you start doing, you’ll better understand this.

Update Text

Now, what is “Update Text” and what’s its purpose?

Well, Google offers a lot of features for making your ad enticing and clickable. What you just need to do is to understand the concept and its implementation aspects.

So, do you know what makes an understanding easy…it’s the example that you provide to support your theory and that should be eminently apt.

Now, let’s move towards the topic-

First, it’s completely different from what you have seen in “Find and Replace” and another is the use of filters.

What you can do with Update Text, understand this step by step-
  • You can change every headline of the campaign.
  • No need to change or do something to Descriptions or Paths.
  • Well, in this section, you will find an option to keep or change both headlines.
  • Make one catchy and clickable and make another introductive. This will make your ad completely actionable.
  • Some more suggestion to this if you want to apply the concept to all campaigns, better to innovate it.
  • But, if it’s scoring for testing purpose, implement it throughout the board once you achieve statistical data.
  • Take calculated risk so that you will be able to implement and if no gain then no loss as well.

4

Swap Headlines

This is the third ad variation type and the last as well.

Hopefully, you’d understand its literal meaning. Well, let me explain you further.

As you have seen in Update Text that you can use two headlines in the ad creation, but here you can swap both of the headlines in the filter step.

6

Tracking and Applying Ad Variation

Now, when you have your ad variation mode, you will move to set up your testing process steps-

Establishing this one needs some critical and mindful approach.

You’ll name your ad variation in “Name of Ad Variation” column. Here you have to pick a name judiciously certifies your test and you know what you are going to do.

7

Now, mention a start and end date, respectively. (You will have such an option there).

Now, how would you set up the time limitation?

It is preferred that a two weeks time is good to make some effects. So, you need to take care of this step while putting your time for ad variation.

Now comes the “Experiment Split” section, your final step for setting your new ad variation and making it live.

Now, what is it?

“It’s a % of your ad budget allocated to the variation part and the % of allocations your variation is allowed to participate in”

Suppose if you are intended to make an experiment with a little part of your campaign budget, you need to change your split wisely.

This has to be done when or if you are testing something out of the way or its budget sensitive.

Now, when you have done your “Experiment Split” process, click on “Create Variation”.

So, we have completed Ad Variation step.

What is next in it?

You will surely try to gauge your ad variation performance.

The interface where you created the ad variation now doubles as a hub for result analysis.

Here you will be able to see your CI or click impressions, CTR or click through rate, or average CPC cost per click.

You’ll find enough information about the performance of your ad variation so that you can decide whether to keep it or not.

8

Now, if you have analyzed the results of your ad variation, then to replace your existing, you need to click on “Apply”.

9

How to bring “Ad Variation” interface-

10

Now, you will know which type of experiment you’ve been running and how much it influenced and three courses of action-

Here are some notional examples- (Kindly check these points, whether to keep them in same form or make changes)

  • Stop original ads and create new ads with this variation
  • Remove original ads and create new ads with this variation
  • Keep original ads and create new ads with this variation

What I suggest is not to use the second as your older version of ads is important.

Better to delete replace them with a new that looks exceptional from all aspects of ad variation. You can run it at the same time to get the best split-test result.

How to Use Ad Variation- Your Actual Steps of testing

Now, you learned the tactics of ad variation and now you have to know that how efficiently you can add an impactful message to your campaign.

Here are two methods to test your ad creative abilities and you can make them better by using these points.

  • Use Google AdWords Ad Variations to test CTA placement
  • Make your ads that display positive mood or hitting emotions.

This was all about Google AdWords ad variations. Hope you have plenty of knowledge gatherings from this article.

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