What did we learn?

FristDatabase

And, ETAs were more efficient! By removing RSAs from the picture it would stand to reason that overall campaign performance would improve and we would be better off without RSAs, right?WRONG! BY ONLY COMPARING RSAS TO ETAS WE WERE MISSING AN IMPORTANT BENEFIT OF RSAS…INCREMENTALITY! Since this campaign was already efficiently driving leads and lead volume is our client’s  priority, we needed to compare campaign performance over the last days of this test to the previous period in order to understand RSAs impact on incremental lead volume and provide a reference for how this test performed against a baseline.

When we look at this campaign period-over-period PoP, we can see that testing RSAs alongside ETAs provided a significant boost to performance in terms of lead conversions and overall CPA efficiency compared to the control. pasted Frist Database image ETAs Only represents the -day pre-test control period. ETAs + RSAs represents the -day RSA test period. How did this happen? Running RSAs alongside ETAs allowed our brand campaign to be eligible in more auctions our search impression share lost due to rank improved . This led to more impressions, clicks, and ultimately conversions. RSAs coupled with ETAs provided more potential for success than ETAs alone.Comparing RSAs directly to ETAs is not the right way to evaluate RSA performance.



When reviewing RSA performance we recommend analyzing the incremental lift in your KPIs that RSAs + ETAs provide over just running ETAs. What we would do differently: We would have set this test up as an experiment to run the RSAs + ETAs test side-by-side against the existing ETA control. This would have removed the potential of seasonality playing a role in the data and allowed for a traffic split. Learn more about setting up experiments here. Get the most out of your RSAs As marketing AI and machine learning continues to advance, it is vital that we as digital marketers learn to embrace automation and leverage it in our paid media strategies.