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Testing RSA Ads
Posted by on October 14, 2022 at 8:48 pmTrying to get your opinions on how to properly test RSAs here.
Work for a real estate company (not personal agent or agency), and previously, we’d run two ETAs – with different messaging, targeting 2 different “personas” – e.g. Empty Nesters vs First Time Home Buyers, and after a period of time (usually 2-3 weeks for us) whichever performed better – we work on fine tuning the messaging that worked, and rinse and repeat.
RSA’s has kinda thrown us into a little loop – since even the rotation is controlled by Google (even if you actually pin the positions). So far with our RSA’s, we’ve been running only 1 RSA per ad group and the messaging is more generic – without messaging specific to the personas I mentioned above.
But I want to start testing the different messaging per personas again so was wondering how people are going about testing RSAs out.
This is what I’m thinking:
\- 2 RSA ads with different messaging targeting each personas
\- Let it run for a couple of weeks, then work on improving the headlines/descriptions Google labels as poor or learning so that they are at least considered “Good” by Google.
\- Here’s where I’m getting a little hangup – after a couple of weeks of both ads being minimum Good with all headlines & descriptions, I might clearly see one persona doing much better than the other – at this point – do I pause one persona, and then launch completely new ads again, with different messaging and try to beat out the winning one? Do I keep on refining my existing RSAs?
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Curious to hear people’s thoughts on this. Thanks
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1 Reply
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Yes, pause the losing ad and replace it with a new one. Continue refining your winning ad by swapping out the headlines and descriptions with the lowest impression volume.
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Recent article I read suggests you make an RSA that mimics an ETA. 3 headlines and 2 descriptions. Have multiple and test against RSAs
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