Google's ad variations beta tool allows advertisers to easily test different variations of ad creative text, such as headlines, descriptions, and URLs. It sets up test variations across accounts and isolates a percentage of traffic to the tests while running normal ad copy for comparison. Google then analyzes clicks, CTR, and conversions to recommend whether tests outperformed the standard ads or if more testing is needed. Early users have seen CTR increases up to 10% and 2x more online conversions through identifying high performing ad variations with this tool.

1. 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