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Digital Marketing Google Ads

3 Responsive Search Ads Testing Experiments to Boost Your PPC Campaign

As a marketer, you constantly need to experiment with your advertising strategies to gauge which suits best to your marketing goals. Responsive search ads are one such type that you need to test for the effectiveness of your PPC management campaign. Testing for responsive search ads can be challenging yet beneficial. 

Many advertisers and marketers were disheartened when Google decided to phase out the Expanded Text Ads (ETA). Yet there are plenty of opportunities for individuals willing to put RSAs to the test, particularly when combined with broad match intelligence. However, it would be complicated to understand what to do if you haven’t closely monitored these changes. 

Through this blog, we’ll walk you through three experiments you may run the next time you create a responsive search ad for a PPC campaign. 

Before we start, for all the new readers of our blog, let us first be familiar with what responsive search ads are and how they work.

How Do Responsive Search Ads Work & What Are They?

Responsive Search Ads (RSA) are an ad type where an advertiser can write multiple titles/headlines and descriptions for one search engine ad. Unlike expanded text ads, you can provide up to 15 titles and 4 descriptions for a single search ad. Responsive search ads aim to provide users with different combinations of headlines and descriptions depending on their individual queries and search history. The more headlines and descriptions you add, the more chances Google Ads has to serve advertisements that more closely match the search queries of your potential customers, which can enhance the effectiveness of your ad campaign.

Google will display 32,760 different variations of the advertisement by shuffling between the titles and descriptions. A maximum of 3 headlines and 2 descriptions can be chosen from each ad to appear in various arrangements and orders. When a user’s search term properly or closely matches a portion of your ad, that portion may automatically appear in bold. The most effective title and description combination will then be chosen by the search engine and used most often. 

Responsive Search Ads Work

RSAs are a simple and strategic way to develop an efficient PPC marketing plan. You can boost customer engagement and reach more potential buyers through responsive search ads.

What Should You Know About Responsive Search Ads Testing?

Initially, with ETA testing, you’d run two (or more) ads with fixed headlines and descriptions, compare their CTRs (click-through rates), or maybe keep track of any conversions that occurred on the landing page. Testing with ETA was not too difficult. 

This strategy worked because ETA typically:

  • Presented itself consistently in the same way to every user.
  • They both answered the same questions.
  • Impressions didn’t matter as much in the testing.

When all other factors are kept constant, an RSA receives 4X more impressions than an ETA.

In other words,

  • Due to higher ad rank, RSAs serve a lot more queries.
  • A dip in conversion rate results from the increase in impressions.
  • Marketing professionals should keep an eye on conversions per impression (manual bidding) or conversions that fall within a target cost per acquisition (CPA)/return on ad spend (ROAS).

Let’s now get started with the experiments:

Experiment No. 1: Mix-And-Match v/s Pinning

Examining the impact of pinning on your campaigns should be the first test you should conduct. 

To determine which headlines and descriptions elicit the best response from readers, RSAs test numerous combinations. While by pinning, you can instruct Google where the headline and description should appear. 

How To Run This Experiment?

Create two similar responsive search ads. You can then add 15 headlines and 4 descriptions as you like to each ad. Ensure that all the headlines and descriptions are the same in both ads.

Once you’re done with this, pin a few headlines and descriptions in one ad while leaving the other unaltered.

Findings

Research has proved RSAs with all elements pinned can get excellent CTR and conversion rates, but when you don’t pin (or pin sparingly), these rates increase even more.

Experiment No. 2: Segmenting By Message

The second experiment we have is segmenting by message, and it is likely the most crucial component of RSA testing. 

The importance of messaging has recently increased due to ad platforms managing more campaigns through automation.

How To Run This Experiment?

As you know, you can design a maximum of 3 RSAs per ad group. Therefore, for this experiment, you might consider reaching a peak.

Each ad group should use a broad match and have a unique theme built around a set of keywords. You might address different personas, pain points, or even suggestions for topics.

Findings

You should learn from this experiment what topics and queries generate responses. Understanding what your clients seek and want to hear is crucial. Since everyone at Google utilizes the same underlying automation, it’s one way to level the playing field and get an advantage over your rivals.

Experiment No. 3: Pseudo-ETAs With A Control RSA

Even though it could be argued that re-creating ETAs by pinning nullifies the purpose of RSAs, some advertisers continue to yearn for that control. Chris Ridley deserves credit for coming up with this strategy of dealing with the restriction of three RSAs per ad group.

How To Run This Experiment?

For this experiment, design two pseudo-ETAs by pinning two descriptions and three headlines. The third advertisement is an actual RSA in which nothing is pinned, and you use the available space to test out fresh messaging.

Findings

You can use this experiment to benchmark the effectiveness of pseudo-ETAs (particularly in terms of CTR). This can be useful for advertisers who constantly need to display specific information, such as those working in regulated industries.

When Used Correctly, RSAs Drives Better Performance

Unfortunately, Google won’t tell you which ad appears for a specific query. Also, it doesn’t show performance based on headlines and descriptions. While determining RSA performance involves a bit of guesswork, you can still structure your campaigns using Google’s data.

RSAs Drives Better Performance

What Are The Elements You Should Keep In Mind While Structuring RSAs?

  • Despite the fact that Google provides feedback through ad strength, you still shouldn’t feel compelled to adjust your advertising per Google’s suggestions to increase your ad strength score.
  • It might be tempting to stuff your ads with several headlines and descriptions, but remember that the more elements, the more guesswork is involved.
  • The structure and messaging are accountable for half of the campaigns’ results. Therefore, structure your RSA account with all the fundamentals, including positioning and good website experience. Also, collaborate with your clients and stakeholders to establish realistic expectations.

Conclusion

RSAs are one of the best illustrations of Google’s automation innovations, which call for a mindset shift. However, you need to be patient while optimizing your campaign’s outer edges (including the structure, creative, and data). With RSAs, there’s a great opportunity for PPC agencies with bright and imaginative advertisers to prosper.

Categories
eCommerce Ads

Best eCommerce PPC Management Tips To Revamp Your Overall ROI

Doesn’t matter if you’re a veteran in the business line or an amateur, but a true entrepreneur inside you will always be eager to learn new things. An entrepreneur never misses a chance to grasp tactics that would help them to double, triple, or even seven times the ROI. This is an indispensable piece of writing that lets you know about the critical points of eCommerce PPC management and some PPC practices that can be a game changer for you and your business. Let’s start.

What Is PPC Marketing?

PPC is an online marketing technique for eCommerce stores through which an advertiser pays a certain amount of fee to Google each time a user clicks on their ad.

The most common and popular form of PPC is search engine advertising or Google ads, where advertisers pay Google for ad placement in a search engine’s sponsored links. This works when a user searches for a specific keyword related to your business. For example, if we bid on the keyword ‘white-label services,’ our ad might appear at the top of the Google result page, thus driving more traffic to our website. The thought of paying Google for an ad might elude you for a while, but if PPC works correctly and makes several clicks on your ad, it’s all worth it. The number of visits your website gets is much more than what you pay. Assume we pay $4 for one click, but the total clicks result in $400 sales, which means we have made a massive profit.

Creating a winsome PPC campaign includes many facets, like researching and selecting the right keywords, organizing them into well-organized campaigns and ad groups, and finally setting up the PPC landing page optimized for conversions. Your creativity also benefits you by being charged considerably less by Google for an ad click if you create relevant and intelligently targeted PPC campaigns.

What Is PPC Marketing

How Can We Increase Our Sales With PPC Marketing?

Companies make a decent ROI on every spent on PPC advertising. However, there’s always room for improvement. So keep upgrading your PPC marketing performance to boost your sales. Here are a few tips that can help you revamp your overall ROI.

1. Remove Low-Performing Keywords

Every PPC campaign has to suffer a lot with low-performing keywords. Companies need to look at the targeted keywords, identify the ones degrading the campaign’s performance and remove them. The indications for low-performing keywords are:

  • Low Impressions
  • Low Clicks
  • Low Conversions

You typically find the keywords with a mix of these indications. For example, you might have a keyword that gets hundreds of impressions but zero clicks. Or, you might find a keyword that generates clicks but no conversions. So, it’s smarter to switch them up a bit and add better-performing keywords.

2. Optimize PPC Bids With Manual Bidding

This tip focuses on bidding strategy while designing PPC campaigns. Even while Google Ads offers automatic bidding alternatives, manual bidding gives your company the most control. You must review your campaigns frequently if you choose to improve your PPC performance with manual bidding. Skipping campaign check-ins might result in over- or under-bidding, which can reduce your ROI.

Start a PPC optimization strategy by focusing on campaigns that have at least 30 days of data, as it provides you with information that helps you set your bids. 

After finishing research and calculations, switch to manual bidding in Google ads. 

  • Select Your Campaign.
  • Click On the ‘Settings’ On the Right-Hand Sidebar Menu.
  • Choose ‘Bidding’ & ‘Change Bid Strategy’.
  • Select ‘Manually Set Bids’ From the ‘How Do You Want To Get Conversions’ Dropdown Menu.
  • Click ‘Save.’

After updating your settings, select ‘keywords’ from the menu bar. Then update your max bid for each keyword and save changes.

3. Design A Dedicated Landing Page

A landing page is where you send your buyer when they click on your PPC ads. Landing pages play a critical role in your PPC performance. You must design a relevant, fast, and functional landing page if you want your campaign to perform well. A dedicated landing page helps you with improvement in impressions, clicks, and conversions. While designing a landing page, keep the following in mind.

  • Is the page relevant to your ad?
  • Does the page load fast?
  • Does the page load correctly on different devices like phones and tablets?
  • Is the page easy to navigate and use?
  • Does the page copy elaborate on the ad copy?

4. Experiment With A New Ad Copy

Ad copy is the one that can make or break your entire campaign. Drafting and testing a new ad copy is a PPC tip that you cannot ignore. You can motivate your users to click and act on your ad when you try new and different headlines and descriptions. While writing an ad copy, follow the tips given below.

  • Include power words like “free,” “simple,” or “guaranteed.”
  • Mention the number of satisfied clients or shipped orders.
  • Talk directly to users by addressing them as “you.”
  • Add targeted keywords.
  • Target emotions or emotional issues, like help in household cleaning.

5. Update Account Structure

Account structure might get disorganized over time, even if you master it. Therefore, it is suggested that you must keep a regular check on your account structure. This PPC tip will help you enhance your PPC campaign. For reference, Google ads use the following account structure.

  • Ad Accounts
  • Campaigns
  • Ad Groups
  • Ads
  • Keywords

6. Get A PPC Audit

To increase PPC performance, a professional review can help your business discover ways to set up effective campaigns and strategies. Conducting an in-house PPC audit will be pretty challenging as you are already upset with the campaign’s poor performance. With a PPC auditor, you get a fresh perspective and second opinion; in some cases, you receive a free PPC audit. Research your expert PPC audit choices today to get a head start on a poorly performing PPC campaign.

With the following PPC campaign optimization tips we provided, you can get better results from online advertising, which will help you increase your sales and generate high revenue.

Get A PPC Audit

What Types Of eCommerce Marketing Services Help In Raise Sales?

Increasing sales and driving more traffic to your eCommerce store is the ultimate goal for any marketing campaign and can be accomplished with eCommerce marketing services which include:

  • eCommerce SEO: Two-thirds of Google users conduct an online search before purchasing, which means placing on top in Google search matters.
  • Paid Media: It is a great strategy that helps in generating leads. With this approach, we can make the products available to the right customers at the right time.
  • Content Marketing: Digital world has its limitations regarding online shopping. People can not have real-time interaction with the vendor and their products. That is why content is their only hope of attracting buyers. Content marketing is distributing your product and services to customers by informing them about your product through blog posts, infographics, or videos. 
  • Social Media Marketing: We all know the power of social media. About half of social media users buy a product after watching an ad on Facebook. Also, many users click on Instagram ads to buy a product.

What Is eCommerce PPC Management?

As the name suggests, eCommerce PPC management is managing and controlling an eCommerce company’s PPC ad spend. This process involves the strategy-making, ad buying, and execution of the ad plan while minimizing the overall expenditure. Effective PPC management requires constant monitoring. Therefore, it can either be done by the eCommerce owner or vendor themselves, or they may hire a specialized team of experts to manage PPC buys on the company’s behalf. 

Around 70% of small to mid-sized businesses are investing in PPC marketing. PPC is one of the biggest traffic and revenue drivers for all eCommerce businesses. To get ahead of your competitors, you need to strategize PPC marketing precisely, especially in the eCommerce sector.

Conclusion

If you are a newbie in the eCommerce industry, you strongly need an eCommerce marketing service to help you build an image in public. People who prefer online shopping need something to trust you and your products. We suggest you hire a Google PPC agency with prior field experience, and that can help you throughout the process with their team of experts. Handling everything on your own might cost you higher because neither you have any knowledge and experience in it nor do you have enough in-house resources. So, to save you time and money, a PPC marketing agency will be best for you. 

Feel free to contact ROI Minds, a leading digital marketing agency that strives to increase your sales twice, thrice, or even 7X with our immensely talented team of more than 40 experts. We collaborate with you to design customized marketing strategies per your needs and goals. We specialize in developing strategies that increase web traffic and revenue for your eCommerce business. Our eCommerce services include SEO, SMM, Content Marketing, eCommerce PPC services, white-label marketing, etc. With ROI Minds, you don’t have to worry. Trust us, and we’ll prove that you bet on the right horse.