Study of 5,900 Accounts Finds Google Serves Higher-Rated RSAs More Often, but Lower-Rated Ads Convert Better
TLDR
A 5,900-account study by Brad Geddes finds Google serves higher ad strength responsive search ads more often, yet lower-rated RSAs convert better in 45% of cases.
Brad Geddes' study of 5,900 accounts found that Google serves higher-rated responsive search ads more often, while those ads convert better only 45% of the time, as first reported by Search Engine Journal. The write-up presents this gap between ad strength and conversion performance as the core finding.
How we got here: earlier coverage
- Nov 2Google Search Ad Visits Earned Far More Per Visit Than ChatGPT Ads in U.S. Traffic
Data shows ChatGPT ad visits brought advertisers a fraction of paid search's revenue per visit in U.S. traffic, and most advertisers saw no sales from them.
- Oct 21Reddit links 80% optimization scores to 19.6% lower CPA for advertisers
Reddit expanded its campaign budget optimization tool to five objectives and claims advertisers using high optimization scores see 19.6% lower CPAs.
- Oct 13Google revamps Data Strength Best Practices for Ads campaigns
Google significantly updated its Data Strength Best Practices guide to emphasize first-party data, Data Manager use, AI campaigns, and performance metrics.
- Jul 27Google Updates Conversion Measurement Guidance With Smart Bidding Timing and Data Source Requirements
Google has refreshed its conversion measurement help docs with new details on Smart Bidding learning phases, data sources, and account verification requirements.