{"id":622383,"date":"2024-05-29T15:00:00","date_gmt":"2024-05-29T12:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/a-guide-to-ad-variations-in-google-ads\/"},"modified":"2024-05-29T15:00:00","modified_gmt":"2024-05-29T12:00:00","slug":"a-guide-to-ad-variations-in-google-ads","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/a-guide-to-ad-variations-in-google-ads\/","title":{"rendered":"#A guide to ad variations in Google Ads"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2e25241fc3d\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2e25241fc3d\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/a-guide-to-ad-variations-in-google-ads\/#Learn_to_set_up_clean_AB_tests_using_Google_Ads_ad_variations_feature_and_get_ideas_for_high-impact_tests_to_run\" >Learn to set up clean A\/B tests using Google Ads&#8217; ad variations feature and get ideas for high-impact tests to run.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/a-guide-to-ad-variations-in-google-ads\/#Setting_up_an_ad_variation\" >Setting up an ad variation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/a-guide-to-ad-variations-in-google-ads\/#Launching_your_ad_variation\" >Launching your ad variation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/a-guide-to-ad-variations-in-google-ads\/#Viewing_performance_data\" >Viewing performance data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/a-guide-to-ad-variations-in-google-ads\/#Ad_variation_Ideas\" >Ad variation Ideas<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Learn_to_set_up_clean_AB_tests_using_Google_Ads_ad_variations_feature_and_get_ideas_for_high-impact_tests_to_run\"><\/span>Learn to set up clean A\/B tests using Google Ads&#8217; ad variations feature and get ideas for high-impact tests to run.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nIterative testing is crucial to ongoing success of any PPC campaign. <\/p>\n<p>As we inevitably entrust more of this testing process to ad platform AI, gaining insights into what worked becomes more complicated.\u00a0<\/p>\n<p>For instance, responsive search ads can consist of up to 15 headlines and four de<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">script<\/a>ions in a practically endless variety of formats. We receive limited data about top performing combinations and assets, but building a practical takeaway for future advertising tactics can be difficult without a clear plan going in.<\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<p>Thankfully, Google\u2019s ad variations feature allows you to modify ads across a campaign or multiple campaigns. This ensures that a clean subset of people receive one version and another subset the next version. <\/p>\n<p>This capability allows you to test different offers, types of messaging, asset orders and more. The value of using ad variations over standard Google Ads experiments lies in the ease of setup and the ability to test across multiple campaigns.<\/p>\n<p>Let\u2019s start with an overview of how to set up ad variations and move on to practical ideas for using them in your accounts.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-setting-up-an-ad-variation\"><span class=\"ez-toc-section\" id=\"Setting_up_an_ad_variation\"><\/span>Setting up an ad variation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To get started, go to <em>Campaigns &gt; Experiments<\/em> from the left menu and select <em>Ad variations<\/em> within the page that appears.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1388\" height=\"758\" alt=\"Google Ads - Campaigns &gt; Experiments\" class=\"wp-image-442623\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Campaigns-Experiments.png.webp 1388w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Campaigns-Experiments-600x328.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Campaigns-Experiments-800x437.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Campaigns-Experiments-200x109.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Campaigns-Experiments-768x419.png.webp 768w\" data-lazy-sizes=\"(max-width: 1388px) 100vw, 1388px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Campaigns-Experiments.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1388\" height=\"758\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Campaigns-Experiments.png.webp\" alt=\"Google Ads - Campaigns &gt; Experiments\" class=\"wp-image-442623\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Campaigns-Experiments.png.webp 1388w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Campaigns-Experiments-600x328.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Campaigns-Experiments-800x437.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Campaigns-Experiments-200x109.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Campaigns-Experiments-768x419.png.webp 768w\" sizes=\"(max-width: 1388px) 100vw, 1388px\"><\/figure>\n<\/div>\n<p>From here, you can view a table containing any active and completed variations. To create a new one, click the blue \u201c+\u201d symbol above the table.<\/p>\n<p>Next, you can define the parameters for the campaigns and ads you\u2019d like to involve in the test. Note that currently, this option is only available for responsive search ads.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1022\" height=\"714\" alt=\"Google Ads - New ad variation\" class=\"wp-image-442624\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-New-ad-variation.png.webp 1022w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-New-ad-variation-484x338.png.webp 484w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-New-ad-variation-800x559.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-New-ad-variation-162x113.png.webp 162w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-New-ad-variation-768x537.png.webp 768w\" data-lazy-sizes=\"(max-width: 1022px) 100vw, 1022px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-New-ad-variation.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1022\" height=\"714\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-New-ad-variation.png.webp\" alt=\"Google Ads - New ad variation\" class=\"wp-image-442624\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-New-ad-variation.png.webp 1022w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-New-ad-variation-484x338.png.webp 484w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-New-ad-variation-800x559.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-New-ad-variation-162x113.png.webp 162w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-New-ad-variation-768x537.png.webp 768w\" sizes=\"auto, (max-width: 1022px) 100vw, 1022px\"><\/figure>\n<\/div>\n<p>You can choose to test across all campaigns or select specific campaigns to include. Use the <em>Filter ads<\/em> option to select which ads to involve based on headlines, descriptions, paths or URLs. <\/p>\n<p>For instance, if you want to test ads that include a mention of a coupon, you can filter for where <em>Headlines contain \u201ccoupon.\u201d <\/em>You can include multiple filters (for instance, to filter only ads that contain a particular headline and a URL).\u00a0<\/p>\n<p>Once you\u2019ve created your desired filter, you can continue to the next step of entering the criteria for your variation.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"846\" height=\"499\" alt=\"Google Ads - Create variation\" class=\"wp-image-442625\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Create-variation.png.webp 846w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Create-variation-573x338.png.webp 573w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Create-variation-800x472.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Create-variation-192x113.png.webp 192w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Create-variation-768x453.png.webp 768w\" data-lazy-sizes=\"(max-width: 846px) 100vw, 846px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Create-variation.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"846\" height=\"499\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Create-variation.png.webp\" alt=\"Google Ads - Create variation\" class=\"wp-image-442625\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Create-variation.png.webp 846w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Create-variation-573x338.png.webp 573w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Create-variation-800x472.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Create-variation-192x113.png.webp 192w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Create-variation-768x453.png.webp 768w\" sizes=\"auto, (max-width: 846px) 100vw, 846px\"><\/figure>\n<\/div>\n<p>You can choose between three types of variations:<\/p>\n<ul>\n<li>Find and replace.<\/li>\n<li>Update URLs (either the final URL or the display path or both).<\/li>\n<li>Update text, including adding or removing headlines or descriptions, as well as pinning or unpinning assets.<\/li>\n<\/ul>\n<p>The final step entails setting the details for your variation. Here, you can enter a name, define a start and end date (duration must be 84 days or fewer) and determine the experiment split.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"797\" height=\"495\" alt=\"Google Ads - Set variation details\" class=\"wp-image-442626\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Set-variation-details.png.webp 797w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Set-variation-details-544x338.png.webp 544w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Set-variation-details-182x113.png.webp 182w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Set-variation-details-768x477.png.webp 768w\" data-lazy-sizes=\"(max-width: 797px) 100vw, 797px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Set-variation-details.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"797\" height=\"495\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Set-variation-details.png.webp\" alt=\"Google Ads - Set variation details\" class=\"wp-image-442626\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Set-variation-details.png.webp 797w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Set-variation-details-544x338.png.webp 544w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Set-variation-details-182x113.png.webp 182w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Set-variation-details-768x477.png.webp 768w\" sizes=\"auto, (max-width: 797px) 100vw, 797px\"><\/figure>\n<\/div>\n<p>Note that the experiment split defines the percentage of the budget that\u2019s allocated to the variation and, in turn, the percentage of auctions that the variation can enter. However, if you have a 50% split, that doesn\u2019t mean impressions will be split exactly in half between the control and variation, as one version may receive a higher impression share.\u00a0<\/p>\n<p>Based on Google\u2019s documentation, users are assigned to a variant based on cookies and will continue to see only one version of the ad. Note that factors such as private browsing, blocking third-party cookies, etc., may affect the accuracy here.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-launching-your-ad-variation\"><span class=\"ez-toc-section\" id=\"Launching_your_ad_variation\"><\/span>Launching your ad variation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Be sure to check your setup carefully, as you can\u2019t modify your ad variation once it\u2019s launched (other than pausing or applying it). When you\u2019re sure, click <em>Create variation<\/em> to finalize the process.\u00a0<\/p>\n<p>The variation will be live once you go through Google\u2019s review process and reach the start date. Note that while you technically can launch a variation that starts the same day you created it, you\u2019re likely best off scheduling it to start the next day or later for the purposes of cleaner data.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-viewing-performance-data\"><span class=\"ez-toc-section\" id=\"Viewing_performance_data\"><\/span>Viewing performance data<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Once data begins to accrue, you\u2019ll see the numbers show up in the performance table. You can add columns for specific metrics you\u2019d like to include here. <\/p>\n<p>Once the difference in performance between the control and test versions becomes statistically significant, those percentages and the confidence interval will appear.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1560\" height=\"667\" alt=\"Google Ads Experiments - Viewing performance data\" class=\"wp-image-442628\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Experiments-Viewing-performance-data.png.webp 1560w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Experiments-Viewing-performance-data-600x257.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Experiments-Viewing-performance-data-800x342.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Experiments-Viewing-performance-data-200x86.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Experiments-Viewing-performance-data-768x328.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Experiments-Viewing-performance-data-1536x657.png 1536w\" data-lazy-sizes=\"(max-width: 1560px) 100vw, 1560px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Experiments-Viewing-performance-data.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1560\" height=\"667\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Experiments-Viewing-performance-data.png.webp\" alt=\"Google Ads Experiments - Viewing performance data\" class=\"wp-image-442628\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Experiments-Viewing-performance-data.png.webp 1560w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Experiments-Viewing-performance-data-600x257.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Experiments-Viewing-performance-data-800x342.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Experiments-Viewing-performance-data-200x86.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Experiments-Viewing-performance-data-768x328.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Experiments-Viewing-performance-data-1536x657.png 1536w\" sizes=\"auto, (max-width: 1560px) 100vw, 1560px\"><\/figure>\n<\/div>\n<p>Additionally, you can click on the variation name to view the top-level metrics and ad-level metrics comparing original and modified ads.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1521\" height=\"447\" alt=\"Google Ads Experiments - Viewing performance per variation\" class=\"wp-image-442629\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Experiments-Viewing-performance-per-variation.png.webp 1521w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Experiments-Viewing-performance-per-variation-600x176.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Experiments-Viewing-performance-per-variation-800x235.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Experiments-Viewing-performance-per-variation-200x59.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Experiments-Viewing-performance-per-variation-768x226.png.webp 768w\" data-lazy-sizes=\"(max-width: 1521px) 100vw, 1521px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Experiments-Viewing-performance-per-variation.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1521\" height=\"447\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Experiments-Viewing-performance-per-variation.png.webp\" alt=\"Google Ads Experiments - Viewing performance per variation\" class=\"wp-image-442629\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Experiments-Viewing-performance-per-variation.png.webp 1521w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Experiments-Viewing-performance-per-variation-600x176.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Experiments-Viewing-performance-per-variation-800x235.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Experiments-Viewing-performance-per-variation-200x59.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Google-Ads-Experiments-Viewing-performance-per-variation-768x226.png.webp 768w\" sizes=\"auto, (max-width: 1521px) 100vw, 1521px\"><\/figure>\n<\/div>\n<p>What metrics should you focus on? <\/p>\n<p>Ideally, you have conversion tracking set up properly in your account (if not, you should solve that before setting up a test), and you should look at conversion rate and cost\/conversion between the variations. If you have values associated with conversions, also include ROAS.\u00a0<\/p>\n<p>Your testing should ultimately focus on driving more sales or leads at a more efficient cost. However, you can also consider CTR an indicator of ad relevance to the user (while noting the caveat that, in some cases, ad tweaks may involve gating out unwanted users, decreasing CTR).<\/p>\n<p>Based on the data you see, you can decide whether to apply the changes you made in the variation or you can manually make the updates. Once the test has ended, you\u2019ll be able to go back and review it along with any other historical tests in this section.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-ad-variation-ideas\"><span class=\"ez-toc-section\" id=\"Ad_variation_Ideas\"><\/span>Ad variation Ideas<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Now that we\u2019ve discussed the process of starting an ad variation test and reviewing the data, let\u2019s conclude with a few practical suggestions for using this feature in your account.\u00a0<\/p>\n<ul>\n<li>Test wording changes in ad copy. For instance, swap \u201ccoupon\u201d for \u201coffer\u201d to see which generates a better response or try various CTAs (\u201cCall\u201d vs. \u201cSchedule Online\u201d).<\/li>\n<li>Try location-specific ad copy vs. more generic ad copy.<\/li>\n<li>Instead of updating all your ads during a specific sale period, test including seasonal messaging vs. generic messaging to see how much impact seasonal copy actually has compared to your \u201ctried and true\u201d copy.<\/li>\n<li>Considering changing the name of a product or service? Test the name change in a portion of your ads to see how people respond.<\/li>\n<li>Pin headlines in different orders. For instance, you could compare performance when mentioning a \u201cSave 25%\u201d offer in the first vs. second headline position.<\/li>\n<li>Test whether pinning assets at all performs better vs. not pinning assets.<\/li>\n<li>Test removing headlines and descriptions to see how performance fares vs. including the maximum number of assets.<\/li>\n<li>A\/B test landing pages by using the \u201cUpdate URLs\u201d option to insert the URL for another page variant.<\/li>\n<li>Test display path changes to see the effect on user response or to see if including a display path impacts performance. For instance, does tailoring the display path to the keyword\/ad group theme perform better than highlighting an offer in the display path (example.com\/widgettype vs. example.com\/save$100)?<\/li>\n<li>How much attention do people give to descriptions in the SERP? Test just how much changing ad descriptions impacts performance when all else is equal.<\/li>\n<\/ul>\n<p>Ultimately, you\u2019ll want to think through the business goals for your accounts and identify tests that connect to those objectives.<\/p>\n<p>Consider a plan to implement any takeaways from a test you run, along with additional follow-up tests.<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Tim Jensen\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/images\/authors\/TimJensen-lg.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/images\/authors\/TimJensen-lg.jpg\" alt=\"Tim Jensen\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Tim Jensen<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=timothyjjensen&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/timothyjjensen\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Tim Jensen is a Sr. Search Engine Marketing Specialist at M&amp;T Bank. With over a decade of experience in the digital marketing industry, Tim has worked with both B2B and B2C brands in a wide variety of industries. While comfortable managing ads across all major platforms, he\u2019s particularly intrigued with the crossover between analytics and PPC.                   <\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong>\n<\/p><\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/google-ads-ad-variations-guide-442620\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn to set up clean A\/B tests using Google Ads&#8217; ad variations feature and get ideas for high-impact tests to run. Iterative testing is crucial to ongoing success of any PPC campaign. As we inevitably entrust more of this testing process to ad platform AI, gaining insights into what worked becomes more complicated.\u00a0 For instance,&#8230;<\/p>\n","protected":false},"author":1,"featured_media":622384,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/A-guide-to-ad-variations-in-Google-Ads-800x450.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[142591,107942],"class_list":["post-622383","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google-ads","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/622383","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=622383"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/622383\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/622384"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=622383"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=622383"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=622383"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}