Case Study: The Effect Of RSA Inclusion On Campaign Click Volume

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By Dan Rocklin | @punkrocklin | Account Manager at Hanapin Marketing | 

Over the past few years, a major theme of Google’s updates to its ad platform has been to encourage more automated management. The release of Responsive Search Ads (RSAs) fits well within this trend, as the ad type dynamically combines ad assets to more closely match a user’s search term. But what effect do they have in practice? Do they actually improve click-through-rates (as we would expect more relevant ads to do)? And, if they truly match with a greater range of search queries, do they get entered in more auctions than their non-RSA equivalents? In order to test these hypotheses, we created 50/50 split experiments in the account of a client that sells industrial oils and lubricants.

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