RSAs and the Search Terms ritual · 22 min
Week-one Search tests (not Meta tests)
In this lesson
- Write two Search-only tests with a Search Terms or RSA kill rule
Tests that belong in Search
A Search test changes a query, a match type, an RSA, or a landing URL. Valid week-one tests: (1) Exact vs phrase on the CUV ad group — kill phrase if ≥30% of terms are research/junk. (2) Offer-led RSA vs inventory-led RSA — kill the loser if it produces fewer appointment form starts at similar spend after 7 days, not if CTR is lower. (3) SRP landing vs VDP landing for one model — kill the URL if bounce is extreme and form starts are zero. Invalid “tests”: button color feelings, moving $3,000 to Display because CTR dipped, pausing Search because a competitor bid up for two days.
The conversion you watch is booked appointment (or the form/call that the desk logs as a booked appointment). CTR is a diagnostic, not a win condition.
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RSA and Search Terms check
Assignment
RSA pack + Search Terms ritual
Submit two artifacts: (1) one complete inventory RSA (15 headlines, 4 descriptions, pin notes, character counts) for Northfield’s CUV ad group; (2) a 10-term Search Terms sheet with add/negative/monitor and a 7-day kill rule that is Search-specific (match leakage or broken URL), not a CTR feeling. No invented auction results.
Deliverable: RSA worksheet + 10-term action sheet + one Search-only kill rule.
Write at least a short brief (80+ characters). A mentor reviews for a pass.
Ask the tutor
The tutor will guide you. It will not finish graded work for you.