We’re now on to a whole new world of text ads with Google’s new Responsive Search Ads (RSA), which gives Google the ability to mix and match headlines and descriptions in creating the final ad shown to users and gives advertisers more characters to work with in crafting their message. Search Engine Land contributor and Google Director of Performance Ads Marketing Matt Lawson provided best practice recommendations for these new ad units to help advertisers make the most of the new format. There’s a lot of good advice in there straight from the search giant’s mouth, but one bit, in particular, piqued my interest: And here’s a final reminder about testing: Don’t overly fixate on metrics like click-through rate (CTR) and conversion rate. These new ad formats are about driving more impressions, clicks and conversions. There are all sorts of instances where you might end up serving impressions in a low CTR placement that you never would have qualified for before. A high CTR isn’t the end goal; it should be more sales for your business. Get the full story at Search Engine Land