1/24/2024 0 Comments Adwords editor to convert to etasIn our experience, if everything else remained the same, RSAs would spend 17.71% more than ETAs to achieve the same number of conversions, and would have to spend a whopping 36.37% more to achieve the same number of impressions. The consequence of this is that the cost-per-lead with RSAs is more expensive than with ETAs. The broader auctions often lead to the average CPC of an RSA being more expensive than the CPC for the same keyword using an expanded text ad – we have seen it 22% higher on average. And, while it is true that RSA ads can perform better than ETA ads, they come at quite a hefty cost.īecause RSA ads compete in broader and longer-tail auctions than ETAs, they have to bid more to compete. So, What Are the Pros and Cons of ETA and RSA ads?Īs you can see, there are pluses and minuses on either side. We also recognised the greater testing potential RSA ads offered. This is because RSAs are often served for long tail/broader search queries than ETAs. By competing in more auctions, there was potentially an opportunity to reach even more customers than using Expanded Text Ads alone. When the RSA format first arrived, we were quick to utilise it. After all, the ad is essentially an A/B test, so you need distinct options. ![]() For example, this could mean using “buy today” and “free delivery”, rather than “buy today” and “buy now”. They say to highlight different features, benefits, unique selling points or call-to-actions, rather than using small variations of the same message. To get the most out of the RSA format, Google recommends making headlines explicitly distinct from one another. ![]() In doing this, you ensure that the pinned element will always show in the specified position within the ad. Google dynamically changes the headline and description to find the winning combination – the one that results in the best click-through rate and highest conversion rate for the ad.Īdvertisers maintain an element of control over the combinations by ‘pinning’ specific headlines and descriptions. They work by Google automatically serving the ad headline and description to users from a set of up to 15 headlines and 4 descriptions supplied by the advertiser. RSAs are designed to work in conjunction with Expanded Text Ads. Responsive Search Ads were launched by Google in 2018. When used effectively, they can achieve great click-through and conversions. Many businesses run a wide variety of ETA ads simultaneously.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |