How Does it Work? Google uses various ad scheduling and filter tools to enable advertisers to test different

variations of their creative texts. These variations can be setup within the ad headline,

description line 1 & 2 and visible URL

Google then allows advertiser to either, find and replace the current creative, set text which

would create an additional rotation, swap description lines 1&2 or change case of the

letters. Google then isolates a predetermined percentage of traffic and runs normal adcopy

with the test adcopy. By doing this it creates unbiased results due to seasonality.

Finally, Google uses Clicks, CTR and Conversions to provide a recommendation of whether

the adcopy has outperformed the standard rotation(s). There will also be the chance that

google recommends that you end the test early due to poor performance or to carry on the

test for a longer period of time to provide more reliable data.

Why is This Important? Ad copy testing is a fundamental element of any successful ad campaign, however so many

advertisers fail to do it correctly, some neglecting to do the tests at all.

Advertisers should be continuously improving the quality of their creative, to increase CTR

and Conv%.

Conclusions This is an excellent tool that will equip advertisers with the ability to easily handle ad copy

testing at large scales across their accounts. Not only will it save time, it will provide reliable

insights on how each ad copy variation has performed.

Whilst there are a few limitations such as limited reporting, it is without a doubt that google

will have collated feedback and results to ensure that they enhance the tool, giving users

more granular insights.

Early Results Advertisers currently using the ad variations

beta have seen in some instances, CTR

increase by 10%.

UK Retailer saw 2X more online conversions

by using the beta

Adwords Ad Variations Beta

By Kyle Johnson & Sarah Barker

What Next? This Beta is currently available to agencies

globally, in all languages, with no confirmed

closing date. Depending on the results and

feedback, Ad Variations could become a

standard tool used in AdWords making testing

more efficient for advertisers.

Ad variations Beta As of April 2014, Google have

included a feature that allows

advertisers to test different

variations of their creative texts

at scale across multiple ads, ad

groups or campaigns.

Beta Details Beta Release Date: April 2015

Regions: Global

Requirements: No Specific

requirements. Contact your

google sales team to get started

Scale Setup, monitor and evaluate

variations of your ads at scale

with minimal effort. Apply test

variations to your ads in one-

click.

Accuracy Not bias due to seasonality, ad

position, co-triggering with ad

formats. Experiments happen

in real time.

Efficiency Identify over performing

variations and make changes

that have a positive impact on

your campaigns