Testing by text pattern
Split-test sets of ads across ad groups or campaigns based on text patterns
Multi ad group testing using text patterns helps you to split-test sets of ads across multiple ad groups or campaigns. Each set shares a common text patterns in headline 1, headline 2 and so on, which is matched in the same location for all ads. Hence, this type of tests are applicabale to ads that have a fixed headline 1 (which is not the case for RSAs).
This approach can be useful for testing how well specific messages perform. It's also useful for low-volume accounts that don’t accrue enough data to reach statistical significance with single ad group testing.
How to run multi ad group tests
Manual tests
You can run multi ad group tests as often as you need. Go to Ad testing > Multi ad group > Test by text patterns:
Select your campaigns and the date range for this test. A common date range means Adalysis will calculate a date range during which all ads within the test were active.
Specify the location within the ad where the pattern should be matched. One location applies to the whole test.
Specify the pattern you want to test. Patterns can be whole text, or use wildcards (e.g. Find a plumber in *). Click the folder icon to see the most common patterns across your chosen set of campaigns and locations.
Click Find current winners.
If you want Adalysis to run this test automatically, click Save & run this test daily.
To familiarize yourself with this approach, click Run a sample multi ad group test for a sample test result from one of your campaigns.
Please be careful when using a common test date range. If one matching ad out of hundreds was enabled only a few days ago, it will cause the whole test to run using only the last few days of data.
Daily test runs
Unlike single ad group testing, you'll need to define your multi ad group test before Adalysis can automate it for you. You can save your manual tests by clicking Save & run this test daily or choose Define an automated test.
Understanding the test result data
Once you open the test result details, you will see the aggregate performance of each pattern (over the date range used) and the confidence the algorithm has in each of the metrics. You'll also see performance boost projections based on pausing all ads with the losing pattern(s).
Bulk actions
Pausing losing ads
Click the Pause button to pause all ads with the losing pattern for a specific metric. The test is then marked as archived and you can always find it under the Archived test results tab.
Pausing and replacing losing ads
Click Pause & create new ads to pause the losing ads and automatically create replacements. You can specify a new pattern to replace the losing text in your replacement ads. Preview new ads lets you check your ads before going ahead.
Please don't use wildcards in the replacement patterns. For example:
The original test pattern includes a wildcard, e.g. Find a plumber in *. This will match ads like Find a plumber in Florida or Find a plumber in LA.
Your replacement pattern should match Find a plumber in, e.g. Call a plumber in.
The new ads will be created using the full text Call a plumber in Florida or Call a plumber in LA. The wildcard text in the old ads is preserved.
How pattern matching works in multi ad group testing
Pattern
How ads are matched to the pattern
abc
abc exists exactly as is (with no additional text).
* abc
abc exists at the end of the text.
abc *
abc exists at the beginning of the text.
abc * xyz
abc exists at beginning and xyz at end, with any text in between.
* abc * xyz
abc exists anywhere before xyz. xyz exists at end.
abc * xyz *
abc exists at beginning. xyz anywhere after abc.
!!abc
abc doesn't exist as is (or use a wildcard * before/after abc)
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